Scotts Miracle-Gro is looking to generate a little green from the debate over using artificial turf instead of grass at the FIFA Women’s World Cup.
A coalition of international women’s players waged a legal war with FIFA and the Canadian Soccer Association over the decision to have every game of the World Cup played on artificial turf instead of grass. While the lawsuit, led by the U.S. player Abby Wambach and others, ultimately was dropped, the issue is being raised again by Scotts in a new “Keep it Real” campaign led by Wambach.
Watch one of Abby Wambach's YouTube videos in support of the "Keep it Real" campaign.
Offering to provide six field refurbishments, a nod to the number of Canadian venues in which the World Cup will be played in, Scotts has drummed up social media support from fans and fellow soccer players, such as Wambach’s teammates Sydney Leroux and Ashley Harris, as well as men’s national team goalie Tim Howard.
“We’re always looking for ways to talk about the benefits of grass, and with Abby’s take on playing on natural grass, we thought this was the perfect way to express that sentiment,” said Chris Strunk, director of marketing promotions and communications for Scotts.
The digital campaign is powered by a #Keep-ItReal hashtag, with a website that allows supporters to follow discussion throughout the World Cup. Wambach also shot a short video that is on YouTube.
“We’re soccer fans here, too,” Strunk said. “These are some of the best athletes in the world; they should be playing on the best surface for their sport.”
