Pennington Smart Seed is a sustainable grass seed that uses less water than their competitors. So when we learned that half of NFL teams still play on artificial turf, and that the Super Bowl would be played on fake grass at SOFI Stadium, we launched a grassroots (pun intended) protest campaign to put our humble grass brand on the national stage.

On a shoestring budget, we encouraged NFL players who were injured on turf to pressure the NFL to switch to real grass with our more sustainable solution, earning over 30k signatures on Change.org, national press, and a 20% uptick in sales.

One Show Finalist, Webby Honoree, CBS Sports, AdAge, Little Black Book, Bleacher Report, The Athletic