GroMor & Supergarden
GroMor 2020 was launched in April, after a good deal of changes brought on by the Covid situation and considerable alteration of the website. The initial campaign message started out as ‘Get Out, Get Healthy, Get Growing’ to reflect the closure of garden centers. This changed back to ‘Visit your local garden center’ on May 18th.
The highlight of the campaign activities are interviews by campaign champion Gary Graham with garden center and nursery owners, ‘Gary’s Gardening Tips’, which have been well received on Facebook and Instagram. The series has is a reach of over 20 000 per episode on social media. There has been an increased interest in gardening in general with most of the country at home, and this is reflected in visits to the Gromor website, which are 100% up over this time last year, with visitors spending more time per visit as well.
The campaign launch resulted in an interview with Gary in the Sunday Business Post, and good regional pick up.
The Gromor promotion is scheduled to last until the end of August to aid the gardening sector which was hit hard by garden center closures, and which is sure to be affected by the hose pipe ban as well. A gardening promotion on the Ray D’Arcy show on RTE 1 sponsored by Gromor and featuring Gerry Daly started on the 1st of June and will run until late August is already garnering a lot of attention.
Supergarden is now an integral part of the gardening promotion stategy. This year it is one hour show, up from half an hour in the past, and has a greatly increased focus on horticultural content as a result of Bord Bia’s plant budgets. There is on screen captioning of plants in the show, and the plant list for each garden is available on the Gromor site. For each garden, popular plants from the list have been highlighted with pictures and growing tips. In addition, exclusive footage of Gary discussing his favorite plants in each garden is put up on the GroMor site after each show. The audience for the show this year is 400 000, double the average in previous years