Glee saw the unveiling of the new ‘We Are Gardening' campaign which talks to everyone with a space and an urge to grow. Whether they have a traditional house with a garden, a flat or apartment with a balcony, a small patio or backyard or even no outside space at all, everyone with an urge to grow has a windowsill.
Westland are spreading a philosophy that focuses on the fun in the doing - hoeing, sowing, mowing, growing, feeding, weeding, watering, waiting.
Throughout 2018, Westland will run a fully integrated campaign, championing all types of gardeners, inspiring their urge to grow and helping everyone to make their garden spaces get even better than they were before. The campaign will run throughout the whole year and will consist of advertising in print, digital and on social media, supported by PR and organic reach.
With new hands-on lifestyle photography showing gardeners enjoying getting their hands dirty, Westland are able demonstrate that they understand gardeners more than anyone else in the industry.
The unifying banner means they are able to support a wider range of products with more advertising touch points than ever before. From the New Gro-Sure Smart Patch, to Growing Success Slug Control range the reach will be massive.
Westland have created a bank of ‘How To Videos’, designed to inspire but also provide people with the know-how required to take on a new project in the garden. “We’ve focussed on the topics that are most searched for and provide everyone with the helping hand they need to inspire them to try something new in the garden in 2018 and beyond. Topics include: How to grow tomatoes; How to plant vegetables in raised beds; and How to keep your orchids flowering for longer,” explained Westlands Head of Communications and Insight, Jo Wilkinson.
Keith Nicholson, Marketing Director for Westland added: “Our campaign is designed to bring us closer to our consumers, driving more footfall into retail stores and creating more interest in the products stocked both in-store and online. The campaign will reach more potential consumers, educate more staff and inspire more consumers throughout the seasonal calendar. Content will be critical for this, so we are delivering a whole host of new assets and tools. These include a library of lifestyle images, inspiring infographics and helpful tutorial videos, available for you to share and distribute on their own channels.”
Whether it’s a new gardener researching lawn seed on Google, a kitchen gardener chatting to friends on Facebook, or an allotmenteer walking the aisles of your garden centre, Westland aim to capture the interest of them all.
“There are a potential 37m gardeners in the UK and Ireland. People with an urge to grow that are hands-on, practical, health conscious and interested in learning. For them, gardening is about the happiness in doing it, rolling up the sleeves and getting stuck in, the ups and downs of the journey and the pride in what’s achieved. We will be reaching them in 2018.”
See the full story in the October issue of GTN - out now.
