Westland will invest over £2m in a TV and digital advertising campaign in 2017 to promote Westland SafeLawn, a new product encouraging more consumers to feed their lawn.
Westland SafeLawn taps into a £10m opportunity as it appeals to households who have a lawn, but are put off using chemicals due to concerns about children and pets.
Over 16m consumers will see the TV advert over 5 times during April and May. Of these viewers, over 60% of parents walking into garden retailers will be interested in the product and 4m will be actively seeking pet and child-safe alternatives*.
The TV advert will create impact by using CGI technology to introduce ‘LawnMan’ a big friendly character made entirely from lawn. He puts up with a lot. Kids, pets, the passing seasons and harsh weather conditions. In the advert he is worn and tired. He longs to be loved. To be brought to life and to be part of the family again.
Enter Westland SafeLawn. After just one application, he comes to life, revived and ready to play! LawnMan will show parents and pet owners that they can get a thick, green lawn that’s 100% natural and safe for children and pets.
Westland Safe Lawn is an organic fertiliser with added lawn seed, made with only natural ingredients. It nourishes lawns, greening them up within a week and then continues to feed as it naturally breaks down. It helps grass grow and outcompete moss and weeds and also contains special naturally-occurring bacteria which converts dead moss and thatch to nutrients to feed the grass. Its formula guarantees results, a green, lush and thick lawn, with healthy grass from root to tip!
Daniela Constantine, Brand Manager for Westland Horticulture, said: “We know that only 16% of households actually feed their lawn, so this represents a massive opportunity for the lawncare category, an opportunity that is worth a potential £10m*.
“This TV advert is designed to delight and educate both children and their parents about the neglect their lawn puts up with throughout the year. By feeding with Westland SafeLawn, they really can bring their lawn to life!
“Stock up now to get involved and see your lawncare sales soar in 2017.
*YouGov independent research, September 2016