Scotts earmarks £6m spend for 2008 TV ad campaign

Scotts intends to spend £6m on television advertising in 2008, a 40 per cent increase on last year, which, the company claims, will benefit the entire industry.

The company said the investment in "consistent big-spend advertising on TV pays real dividends for the whole trade", citing Miracle-Gro Moisture Control Compost and Miracle-Gro Liquafeed as relevant successes.

The compost enjoyed double-digit value growth in 2007 thanks to wider distribution and £1m spent on television advertising. Over 500,000 units of Liquafeed, which was launched this year with a £2m campaign, were sold this year.

Scotts sales director Keith Boad said: "Our £2m investment in Liquafeed helped the plant-feeding category grow by 15 per cent and that benefited everyone.

"In contrast, the lawn-care category, which received little support from anyone, declined by four per cent due to a lack of innovation, advertising and heavy discounts."

He said Scotts would turn its attention to this sector by promoting Evergreen lawn products. "After two poor lawn seasons, we're determined to put the value back into this category with added-value innovation and TV support."

Other products and brands that will be appearing on the small screen will be Miracle-Gro Moisture Control Compost and Miracle Gro Organic Choice.

Boad said that a war between several manufacturers over the weedkiller market could also be expected and Scotts would be running a £1.5m television campaign to promote Weedol MAX and Fast Action Roundup.

Another £1m campaign designed to boost Liquafeed feeders and refill sales is also planned.


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