With over a quarter of keen gardeners looking to continue gardening post-lockdown, leading garden care brand Evergreen Garden Care has launched an innovative campaign to inspire people to make the most of their garden throughout Autumn.
This is the largest Autumn campaign to date by Evergreen Garden Care, backed by a £250k marketing spend. The new campaign will combine clever POS merchandising, a through the line digital and radio advertising campaign with PR and influencer activity, and a celebrity ambassador – ex-Footballer and father of seven, John Barnes.
As well as being an expert on the pitch, Barnes has spent much of his lockdown learning the skills of maintaining a fresh lawn at home to enjoy with his family. Like many new gardeners, he is looking to extend his love of the garden into the Autumn season. The new partnership will involve him working with the expert team at Evergreen Garden Care to demonstrate, advise and educate people on how to use their garden beyond the summer months.
Aiming to grow the garden care category, the campaign launch has been driven by a long term goal to extend the gardening season. The campaign will focus on driving awareness for Autumn-focused products and allow more people to continue learning and trying new things this year.
Phil Harrison, UK & ROI Sales Director at Evergreen Garden Care, says of the campaign’s success so far: “The new lifestyle concept for our Autumn campaign has been greatly received across all major garden centre groups. Our POS sold out immediately, and we have since doubled our investment for in-store to ensure that more POS is now available for garden centres that are yet to sign up. We’re glad that we can support our customers during a very unusual year.”
Evergreen Garden Care plans to engage new customers to the category and support garden centres, both online and in-store. In-store the new merchandising will showcase the best products for Autumn use, supporting new gardeners to keep up their habit longterm. While online, the campaign will target the millennial audience with how-to videos on social media and guides on the Love The Garden website.
Evergreen Garden Care’s Managing Director, Mark Portman, said: “Extending the gardening season has been an ambition of Evergreen Garden Care over the years, and with appetite for new rituals on the rise, now is the right time to focus on this aim. With many people taking up gardening for the first time this year, we’re delighted to partner with a familiar face like John Barnes. He’ll be encouraging new gardeners to continue investing in their outside space and stay within the category for longer. We know socialising at home is going to be very popular this Autumn, so we want to educate and inspire shoppers to make the most of their outside space.”
If you’re interested in finding out more about how Evergreen Garden Care can help you make the most of sales this Autumn please contact your Evergreen Garden Care account manager.
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