C O L L E + M c V O Y
Pro z hero

Cub Cadet

The pros have spoken.

Although it’s one of the strongest residential outdoor power equipment brands on the market, Cub Cadet wasn’t seen by professional landscapers as a brand that could meet the demanding needs of the commercial industry. To be taken seriously, Cub Cadet needed to build trust. And to do it, they needed credible, third-party validation that went beyond hollow testimonials.
Tags
Advertising, Brand Strategy, Public Relations

Over 16 weeks, 100 professional landscapers tested PRO Z Series mowers across the country, producing thousands of hours of testing backed up with written and video feedback. 

cub cadet print ads
seat image
tractor image
cub image grid tractors
riding tractor
chart showing technical info

To tout the fact that the PRO Z Series has a triple-7-gauge cutting deck — the thickest in the industry —we sent out a triple-7-gauge press release to industry influencers that tipped the scales at 14 lbs. 13 oz.

cub steel press release
press release
thick steel

The results

25% increase
The PRO Z Series surpassed pre-season order goals by 25%.
Dealer buy-in
The launch campaign saw enthusiastic buy-in throughout Cub Cadet’s dealer network.
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