March 2018 saw Four Brand’s client Wyevale Garden Centres celebrate the start of spring and the peak gardening season with a press breakfast and visual showcase of the SS18 offering. The event marked the launch of the retailer’s first Garden Trends Report; a definitive guide to what’s shaping the garden retail industry – now worth over £5bn annually. Wyevale Garden Centres’ buyers and horticultural experts were introduced to senior gardening and retail editors from across the media.
Four Brand’s team played a pivotal role in the creation of the report, from trends research to developing the survey and analysing the results. The final report gathered the expertise of Wyevale Garden Centres’ senior horticultural team and 15,000 garden-lovers from across the UK, as well as sales data, to reveal the nation’s burgeoning interests and concerns in the garden. Climate change, eco-gardening and the rise of urban nano-gardens were just a few of the core trends to be identified.
Preparations for the campaign began in September 2017 and culminated in an exclusive with the weekend edition of the Daily Mail, followed by coverage in national, consumer, online and trade publications. The report provided multi-channel content to support campaigns throughout the year and sits within a wider strategy to ensure that the garden centre retailer is seen as a leading industry authority.