To further support the amenity horticulture industry during this time, Bord Bia developed our first above the line gardening advertising campaign ‘Let’s Get Growing’ which was fully supported with a social media campaign and a revamped gardening section on the Bord Bia website. This aired on May 17, for the first time across TV, radio and online and ran until the middle of June. The objectives for the campaign were to support the amenity sector and promote and drive plant sales. With so many people based at home there was the opportunity to encourage consumers to spend more time in the garden and engage in a range of activities.
Coyne Research carried out a full evaluation of the campaign, and overall the campaign performed very well at delivering key messages. Almost unanimous agreement that the campaign clearly communicates that the garden is a great family space and that the garden can help with people’s physical and mental wellbeing. Also communicating that Bord Bia supports plant growers and outlets selling plants. Overall, it encouraged two-in-five ‘non’ gardeners, with over one-in-10 claiming to have bought plants on at least one occasion, when they wouldn’t have otherwise. ✽