‘Grow your passion’ is the message consumers will see time and again at the point of sale, in advertising, on posters and in their potting sheds as a result of a major re-branding exercise for Sinclair Horticulture’s flagship J. Arthur Bower’s range

The words adorn more than 80 completely new packs – including a new SuperFyba enhanced, peat-reduced multi-purpose compost – all of which also feature new layouts, colourways, graphics and big, highly evocative images

A single image covers almost the entire front and sides of every pack. In the foreground is a specimen plant or crop, often cupped proudly in a pair of the grower’s hands. Each pack image is different but all project the same sense of pride and achievement.

In research, 48% of knowledgeable gardeners representing the target audience chose the new J. Arthur Bower’s pack as their intended purchase (the next highest score was 17%).

New peat and peat-reduced composts

The company is backing up a £550,000 re-branding investment with major new product launches – including 20L and 50L J. Arthur Bower's Masterblend® 100% peat traditional universal compost (£4.99 and £5.99) and an improved recipe 50% peat J. Arthur Bower’s Multi-purpose Compost containing 10% organic compost and 40% enriched SuperFyba, Sinclair’s unique new high performance peat substitute made from composted wood. Also new is a £1.99 2L one-pot bag of J. Arthur Bower’s MPC which retailers can elect to use as a free sample

Marketing director Simon McArdle said: “We will be reinforcing our commitment to passionate gardeners through our new brand positioning, advertising, PR, social media activity, website, point-of-sale material and everything else we do to engage with this committed and bigspending audience so that they can easily identify our offering at the point of sale.”

Trade enquiries: 01522 780300 or

www.william-sinclair.co.uk/gardening/trade