After Westland’s acquisition of Gardman, they wanted to demonstrate their ongoing commitment to Garden Centres, many of whom were struggling to maintain sales versus cut-price products in discounters.
Given how over half of the UK population feed wild birds, but only 25% of Garden Centre shoppers are buying into the wild bird category, they needed a campaign that would drive footfall to these stores.
With UK wild birds in decline, we created ‘The Wild Bird Banquet’, the chance for shoppers to engage in a UK-wide campaign to boost their numbers and see for themselves the difference a single Gardman seed feeder can make to the variety and number of birds in their gardens.
A robust shopper marketing plan was drawn up to excite both the trade and shoppers along with a core campaign creative toolkit that individual retailers could call on to meet their own store’s point of sale needs.
Stores could also sign up to bird-spotting trail kits for kids’ holiday entertainment or talks delivered by wild bird experts for grown ups’ events.
Finally, a partnership with the British Trust for Ornithology saw an official survey created so participants in the banquet could record their findings and contribute to valuable research around our wild bird population.