Keelings are Irelands largest growers and suppliers of berries. The Keelings brand is built on the Love To Grow brand proposition and their passion for growing the tastiest soft fruit. In 2021, Keelings were looking to give something back to Ireland and their consumers following the challenges of Lockdown.
Background
Our insight was that Ireland faced a huge challenge in the future with the decline of the bee population and pollinators in general, however during the pandemic, peoples love of their gardens had been re-ignited. Therefore an opportunity existed to help people to play their part in halting this decline by encouraging consumers to rewild a small space, at home or at school by providing them with the resources to do so.
Strategy
Keelings Great Rewilding was launched in 2021 with an ambitious target of planting 100 million Irish wildflower seeds. We provided these seeds free on pack as well as to schools. Within each pack an information leaflet educated consumers on how they could play their part. Radio, press, outdoor (including digital screens), digital and VOD, as well as in store POS was created to communicate the campaign.
Our digital team developed a standalone website keelingsgreatrewilding.ie with information resources, fun kids games, colouring competitions, Little Grower information videos and ‘How to’ guides to encourage families to rewild their garden throughout the spring and summer.
