Last year's decision by New World to discard Little Shop and replace it with Little Garden was a bold move, but one that well received by both parents and media commentators, who saw it as a smart response to the plastic collectables that had previously dominated this space.
Given the success of the inaugural year, the retailer has now decided to roll out another round of initiative.
Colenso BBDO once again developed the creative campaign, and this time it gives a nod to some of the older collectors who were also swept up in the first edition of Little Garden (point-of-sale creative was developed by 99).
The campaign also has some creative media thinking by FCB Media, which goes well beyond the simple placement of an ad.
First up, the agency has struck a partnership with MetService to launch an initiative called 'Daily Watering Moments', which delivers contextual feeds based on daily weather data for each region synching to live sunset and sunrise times (the optimum watering times). Android users also receive push notifications to their mobile to remind them to water their seedlings before they leave the
house for the day.
"At the heart of the campaign, we wanted to showcase the possibilities of gardening and inspire everyone to give it a go," says FCB Media account director Pauline So. "We found that while most people liked the idea of gardening and growing things, they tend to give up. We applied this insight to our media thinking to help keep our little gardeners invested in their seedlings which will hopefully see it through to the harvesting stage.”
Additionally, FCB Media has also produced a number of other executions, such as ‘down the garden path’ newspaper ad-paths which lead readers to this year’s Little Garden seedlings range; watermelon scratch and sniff ads in Woman’s Day; a beehive Snap Chat lens; and a large-scale bee house billboard.
The bee house, which was commissioned by New World and FCB Media, can house over 750 leaf cutter bee cocoons and will be donated in early October.
There are also a few influencers spreading the word, with Maria Foy from 'Happy Mum Happy Child', Jordan Rondel at The Caker and Jordan Watson (aka How To Dad) all contributing to the campaign.
New World group retail marketing manager for Foodstuffs Stephanie Pyne says that the playful aspects of the campaign helped to capture what the initiative is all about.
“Little Garden is for little kids and big kids so we need to be across many different media channels to reach all of New Zealand’s Little Gardeners," Pyne says. "It’s awesome to spread the love and have some fun. Turning traditional media like a billboard into somewhere bees can live is pretty cool, as are digital banners where people can virtually grow a flower. There’s more to come as we roll out other fun surprises throughout the promotion.”