The HTA-led campaign, which trade bodies have been working on for several months, aims to demystify and popularise gardening among consumers who currently see the pastime as hard work and primarily for older people.
Guerrilla and volunteer gardener group, the Edible Bus Stop company has designed a before and after installation for the GIMB stand (Hall 20 C49/B48) at Glee. It will provide inspiration and ideas for suppliers and retailers on how best to reach this age group, based on insight from consumer research groups.
The campaign aims to support the needs of the whole UK gardening industry, with focus on the entire supply chain – from manufacturers to growers retailers.
A website with further information www.loveyourplot.com is currently live for those in the trade and members can download logos and brand guidelines. This section will soon include additional material including photography and PR tool kits for use in 2015.
The consumer facing website is under construction with the expectation that it will be live in time for launch in January, with social media channels to launch also.
As well as blogs, videos and other information the website has a search function which shows where users can buy products nearby.
The Edible Bus Stop installation from Glee will also be enlarged and taken on a tour of the UK next year to help to show consumers of all ages and experience around the country how an outdoor space can be transformed with limited time, expertise and expense.
Businesses from within the industry will have opportunities to become involved in the ‘Love the Plot You’ve Got’ road show before, during and after it appears in their locality.