Wanting to break from the stale campaigns of the past, Proven Winners chose to work with Fairly Painless to develop a series of ads that creatively illustrated each plant’s more significant features rather than spelling it out with overly technical copy. The process took several months and involved boiling down the brand’s message to its simplest, most pure form before building it back up. The result is a daring campaign the breaks through the comfort zone of traditional plant advertising.
The top ten shrub varieties are personified with titles such as “Prodigy,” “Charmer,” “Survivalist,” “Enchantress,” “Overachiever,” and “Two-Timer” and are paired with transformative imagery. This spring and summer, ads will run in magazines like Better Homes and Gardens, Southern Living, Sunset, HGTV Magazine, and Martha Stewart Living, in addition to special interest publications such as Fine Gardening and State by State Gardening. The ads are also featured on a streamlined homepage with a simple design directing consumers to featured plants, a store locator, and social media outlets.
“This new campaign is on par with other major consumer programs,” says Tim Wood, Director of Marketing and New Plant Development. “The imagery is at home in publications like Better Homes and Gardens and Martha Stewart Living, resonating with gardeners and non-gardeners alike while presenting plants with the cutting edge approach that is needed to get noticed and drive traffic to garden centers.”