THE
MADNESS

NOT ALL BIRD SEED IS CREATED EQUAL

When bird seed costs peanuts from cut-price retailers, how can you persuade three in four people visiting garden centres to ditch the discounters and shell out for premium-priced feed there instead?

Client – Gardman
Campaign –Wild Bird Banquet

MADNESS

METHOD

The
Method

The Insight

Wild bird populations are in decline in the UK but just one feeder, with top quality, nutritious feed in it, can genuinely change both the number and variety of birds in people’s gardens.

The Solution

‘The Wild Bird Banquet’ took flight, an easy-to-grasp emotional rally cry to join Gardman in being part of the solution to help boost bird populations and see the difference it can make for themselves.

The Execution

A partnership with the British Trust for Ornithology saw an official survey created so participants could officially record their findings. A core campaign toolkit was created for individual retailers could call on to meet their own outlets’s POS needs. Garden centres could also sign up to bird-spotting trail kits for kids’ holiday entertainment or grown-up talks delivered by wild bird experts.

The Results

– Confidential, but a little bird told us they exceeded expectations.