The installation of real turf at BMO Field, an event guaranteed to generate interest, was a rare opportunity for Scotts. The objective for us was to make sure all fans knew that Scotts was the driving force behind the new grass. We created a pre-game segment called "Turf Builder Grass Report" in which commentators discussed the state of the turf and how it would affect the upcoming game during the national broadcast. During the games, Scotts branding could be seen on in-game score bugs and field boards. Scotts also ran 30-second spots during the broadcast.

Field maintenance crews were outfitted with Scotts clothing, so when the pitch needed inspections or repairs throughout the game, viewers were reminded that Scotts was responsible for the grass.

Scotts’ commercials ran on several in-stadium video boards during the game, and a spectacular, large-format sign was visible from the major highway beside the stadium.

The Turf Builder brand was highly visible throughout the Toronto FC season, particularly during the key spring selling period. By mid-May, the new Turf Builder EZ Seed product was sold out in Ontario. It has since become the most successful Scotts product launch in the brand's history. As a result, Scotts has committed to a multi-year partnership with Toronto FC.