Scotts £6.3 million advertising to start with big bang at Easter

TV advertising for three of the biggest brands in gardening will start just before Easter and retailers are advised to stock up ready for a huge surge in consumer demand for EverGreen Complete, Weedol MAX Gun! and Miracle-Gro Moisture Control Compost. Big spend TV Advertising for Roundup Fast Action Weedkiller will start w/c 30 April and a campaign for EverGreen Mow It Less and Miracle-Gro Liquafeed will start in May.

The Scotts Miracle-Gro Company promises to maintain its ad spend at 2008 levels with £6.3 million committed to nationwide TV and press advertising starting just before Easter and running through the spring and summer of 2009.  

Scotts will be adverting three of their famous weedkiller brands on nationwide TV, spending a total of £2.7 million. The new 1 Hour claim will feature heavily in the Weedol Gun! Max campaign and the big ticket Pump N’ Go delivery system for Roundup Fast Action RTU Weedkiller will be demonstrated in a new demonstrative TV commercial that will be shown right through until the end of June. The ‘weed preventer’ benefit of the Pathclear brand will feature heavily in a big press campaign to educate readers that one application will prevent regrowth for up to 3 months.

Although sales of EverGreen Complete have been remarkably strong during the warm, sunny weather of March, Scotts £1.4 million TV campaign for lawn care will start just before Easter using the famous singing frog commercial. This surge in demand will be followed in May and June by a new commercial for EverGreen Mow It Less that will start to be broadcast w/c 20 May.

Feeding and potting will receive two separate TV campaigns totalling £1.3 million. Scotts will kick off at Easter promoting Miracle-Gro Moisture Control Compost, followed in May with a big campaign promoting Miracle-Gro Liquafeed.