Home Grown

Situation

Sales of imported plants have been growing rapidly and now account for over 50% of the plants purchased by gardeners from garden centres, supermarkets, DIY stores etc.

The Horticultural Development Council (HDC) who represent British growers and nurseries commissioned Impetus to develop and launch a brand to promote British grown plants to gardeners..

Objective

• To increase market share of British grown plants by creating a brand to communicate the benefits of locally grown plants to the consumer.

• To undertake a retail test market to gauge the reaction of consumers to the branding and measure the impact on sales.

Action

Market and Consumer Research

Quantitative research and focus groups were undertaken with gardeners to understand plant purchase behaviour and the reaction to the concept of buying British. Impetus interpreted these results to develop the marketing messages and brief the design team to create a brand logo and visual identity.

Brand Creation

A number of options for the brand name were identified and the Home Grown name selected as it communicated the concept of locally grown plants and at the same time inferred the British heritage. An attractive and visually distinctive brand logo was created which worked extremely well in the confines of the small area available on plant labels as it did on large posters.

Impetus identified three key benefits that would persuade gardeners of the merits of buying locally produced plants:

1. Support for the local growers
....and the economy of the area

2. The environmental benefits

3. Fresh, healthy plants free from imported pests and diseases.

Marketing Material

Marketing copy was created to support each of the three messages.

A consumer leaflet and point of sale material were designed and printed.

PR Coverage

Articles were developed and widespread coverage achieved in the horticultural trade press and influential consumer magazines such as Gardening Which.

Test Market

Impetus organised a test market in garden centres and farm shops. Working with the growers we provided them with plant labels and agreed the plants to feature in the test. Working with the retailers we arranged the plant displays providing the consumer leaflets and point of sales boards.

We undertook research with consumers in each of the garden centres. Reaction to the branding, the marketing messages and the marketing material were all measured.

Result

The test market was a great success. Consumers liked the branding, and responded very positively to the benefits of buying Home Grown plants. An amazing 91% said they would choose a plant labelled Home Grown in preference.

Sales were 16% higher for the Home Grown branded plants, an excellent result given the limited consumer marketing prior to the test market.

The Horticultural Development Council was delighted with the results and has commissioned Impetus to launch the initiative nationally.