Westland Is Again The ‘Big Spender’ In Gardening
Westland Horticulture is again the big spender in the gardening sector with a £3 million TV and press campaign supporting its leading brands Resolva and Aftercut and the launch of the Plant Rescue range, ERAZA slug and snail killer and the revolutionary Gro-Sure seeds.
Back by popular demand, the award winning Resolva 24H television advert with its cheeky ‘weed characters’ will run for a period of six weeks starting from 21st April 2010 on terrestrial and digital channels across UK and Republic of Ireland after ‘phenomenal sales’ proved it was a huge hit with UK homeowners last year.
It scooped two prestigious accolades at the 2009 Garden Industry Manufacturers’ Association (GIMA) Awards, including the GIMA Marketing Award of Excellence and Best Consumer Marketing and was also awarded a bronze in the prestigious IPA (advertising effectiveness) awards 2009.
“Resolva 24H has once again had an incredible year and remains the fastest growing weed killer brand in the market with sales growth of 129%. The advert will continue to educate both terrestrial and digital viewers on the benefits of this superior and innovative weed control,” says Naomi Jenkins, product manager for the controls category.
Aftercut, the only UK lawncare brand to have attracted more consumers into gardening over the past decade, will have a full marketing and communication strategy to underpin and support its launch of its new and improved formulation. The £1.3m TV advertising crusade on terrestrial and digital channels will reach over 15 million consumers over a six-week period and will be supported with dedicated adverts and promotions.
In addition, Westland’s Plant Rescue range – the ‘one-stop shop’ for all pest problems – will be supported by a £50,000 national press advertising whereas, its new Eraza slug & snail killer will be backed by a £1/4 million fully integrated marketing communications campaign. The campaign deals with the emotive issue of slugs and snails destroying gardens in a humorous way. The villains are banished from the garden, casting Eraza as the hero. This will feature on the HOME channel from 1st March 2010 for a period of five months and in national press.
“Once again, we have a strong communication programme designed to bring more consumers into the gardening sector,” says Westland’s head of marketing, Keith Nicholson. “We are focused on delivering a brand communication campaign to inspire more consumers to enjoy their gardens and recognise that a strong above-the-line investment is the most effective way to drive market growth.
“Eraza and Plant Rescue are new products that we believe are set to take the market by storm and our £1/2 million support package will help us build a leading role for both. Aftercut remains the most user friendly lawn care product on the market as it has, since its launch, carved out a simple way to get a healthy, vibrant lawn in days. Resolva 24H is widely regarded by the trade and consumers as the most exciting and dynamic product on the market. We are continuing to invest both in new products under the brand and with a massive £1.2 million support programme.”
For more information please telephone 028 8772 7500 or visit www.gardenhealth.com.