Sinclair have announced a £1m spring TV campaign to support the re-branding and expansion of their Growing Success range for 2015.
Seven new entry level growing media, plant food and play products are scheduled, along with a new ‘lifestyle’ brand identity designed to appeal to new gardeners.
The extended range comprises a multi-purpose Universal Enriched Compost in 20L and 50L bags (SRP: £3.99 and £4.99), a 50L No Dig Soil Improver (£4.99), 1L concentrated and 4L ready-to-use Universal Plant Food (£3.99 and £5.99), 20kg Play Sand (£4.99), a 2-plant Growbag (£4.99) and the unique GrowQube® single tomato planter (£4.99).
Targeting families with little or no gardening experience, the new Growing Success products are claimed to be easy to understand, easy to use and virtually foolproof.
The growing media is a new blend of 50% Scottish peat, 10% organic compost and 40% enriched SuperFyba peat substitute made from composted oversize wood.
The new No Dig Soil Improver contains 100% organic compost made from recycled garden plants. Each bag is sufficient to treat one square metre.
The new new brand identity follows research by Haines McGregor to find images and messages that appeal most to the 30% of garden centre spenders who populate the HTA segments of 'Alfresco Aspirations', 'Backyard Barbecuers' and 'Convenience Gardeners'.
Right: The new, easy to use 50L Growing Success No Dig Soil Improver Left: The new Growing Success packs are lighter and livelier, with a yellow airbrushed background evoking sunshine.
Superimposed is a large flower motif with six petals, each containing a different photograph showing happy family lifestyle moments – the first time that a compost bag has depicted images of adults and children.
The Growing Success logo is now tomato-coloured and the pack is adorned with a buzzing bee and other fun graphic icons above the new strapline, “bringing life to your garden” – all intended to engage emotionally with young families looking for easy ways to enhance a happy home.
Included for the first time on each growing media pack is a pie chart showing the main ingredients to help inform the purchasing decision. There are also simple step-by-step instructions in comic strip style together with graphics showing how the product works and how far it will go.
The TV campaign will air from early March through to the May Bank Holiday, with supporting tactical digital and social media campaigns, national press advertising, PR and in-store POS and merchandising solutions for the new GrowQube® and its companion product, Universal Plant Food.
Sinclair marketing director Simon McArdle described Growing Success as a fail-safe brand for newbie gardeners who are looking for help, clarity, convenience and assured results. “Our investment in re-branding, TV advertising and new product development reinforces our commitment to this key target group and ensures that they are properly addressed at the point of sale,” he said.
“By making gardening easier and more accessible for new or reluctant gardeners, Growing Success complements our J. Arthur Bower’s range for experts and will be the go-to brand for a massive audience with high disposable incomes.”
Information= 01522 780300 or www.william-sinclair.co.uk/gardening/trade
