B&Q and Westland launch TV campaigns aimed at peak season gardeners

B&Q launched its latest TV advert last week, part of an integrated spring campaign, as garden retailers expected a cracking first weekend of the Easter holidays with temperatures forecast up to 22 degrees centigrade.

A still from the B&Q ad - image: B&Q
A still from the B&Q ad - image: B&Q

The latest TV ad in the new spring series launched on 6 April and peak spots included ITV1’s Broadchurch and C4’s Formula 1. The ad is fronted by a team of B&Q colleagues who come to a customer’s rescue by "improving his garden in a series of synchronised moves".

Filming includes the shearing through of a wire to create a domino effect of flowers sinking into the soil, decking clicking into place with a barbecue popping up, and a shed falling from the sky.

Richard Sherwood is B&Q customer and marketing director and advert creative director was Ross Neil of WCRS.

Meanwhile, Westland has significantly upped its TV spend, and is launching Westland SafeLawn man in adverts.

Westland said it has had "unprecedented sell-in to retailers".

The advert, featuring CGI created ‘Lawn Man’ will air on screens in April and into May bank holiday.

Westland marketing director Keith Nicholson said: "Early indications show Westland SafeLawn is already out-selling existing lawncare products and the feedback we’re getting from garden retailers is that it’s worth committing to.

"It’s a product which has launched an entirely new category, however its very conception is based on solid insight proving there’s an appetite for it within the marketplace. Therefore, we’ve decided to be bold with this product and up the TV spend considerably to allow it to make a real impact as we come into peak season."

The garden centre retail season has started well, with returns for plants and core gardening up to 80% up in March.

Scotts has cut TV advertising this year as it prepares to be sold.


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