After the longest school break in living memory, the inaugural back-to-school photo, traditionally taken on the front doorstep, is going to be more important than ever.

Inspired by the window display of a shop in Windsor during last year’s IGCA conference, and keen to keep the interest of newbie-lockdown gardeners, Cowell’s have launched a campaign to help customers get their front doors looking #FirstDayPhotoReady.

Martin Cowell, joint Director of Cowell’s, enlisted the help of his youngest daughter, Una, to launch the campaign this month and so far the response has been fantastic.

Martin said: "I launched the campaign in the hope of bringing a bit of fun to what has been a difficult year for so many. I wanted to involve Una as she is the third generation of Cowell’s – she was a bit confused though when I asked her to put on her uniform in the middle of lockdown!"

Keen to utilise the talents of the plant team at Cowell’s, Martin enlisted the help of Outdoor Plant Supervisor, Sam, to design the gardens. Sam came up with three designs, all very different, but all achievable for customers to implement in their own gardens. In order to keep waste to a minimum, customers were asked to donate any unwanted doors and Sam and Glen (Alpine Supervisor) set about building the displays. 

The campaign is being promoted throughout the centre, as well as on Cowell’s social media channels and through their growing mailing list. It ends with a competition to find the best ‘first-day-back’ photo at the beginning of the school term with the winner receiving a £100 Cowell’s gift voucher to spend in store.

Martin added: "We have really enjoyed implementing this campaign, not only has it been great fun but I hope that it will help to keep the new amateur gardeners - who we have seen a lot of during lockdown - interested in gardening. I would love it to become a nationwide campaign in future years as it’s something that can appeal to new and experienced gardeners alike."

Marketing expert Liz Dowling worked with the Cowell's team on the campaign. lizdowlingmarketing.co.uk

Details of the designs can be found here https://www.cowellsgc.co.uk/news/713/is-your-front-door-firstdayphotoready.

To see the campaign’s social engagement, please visit https://www.facebook.com/CowellsGardenCentre1/