Evergreen: The Garden for all Reasons

The challenge

Lockdown in March meant that a lot of people had more time at home at the beginning of the 2020 gardening season, a key time for people to make the most of their outside space – whether it’s a windowsill or a garden – and our challenge was to deliver media coverage at this key seasonal peak, while taking the extraordinary circumstances into consideration.

The solution

A series of media stories and routes to help boost garden engagement for the less than green fingered, combining the spirit of a ‘Garden for all Seasons’ with the reality need of a ‘Garden for all Reasons…’. Starting with a garden exercise programme for the housebound (‘garden-ecise’), we then moved in gardens to tire out the kids and the more classic but business important gardening for beginners, helping to unlock new target audiences for Evergreen. From calorie burning advice in the new world outdoors gym equivalent, to the quickest fruit and veg to grow for instant gratification, we hit the combined media and target audience agendas for the time.

The impact

  • 50+ media insertions across national print, online and lifestyle titles
  • 30m+ audience reach
  • Positive feedback from garden retailers and gardening media for helping to boost the category understanding and cultural relevance in tough times