Trade Marketing Campaign of the Year

Winner - Pansy Panola Royal Wedding Mix, Ball Colegrave

Pansy Panola Royal Wedding Mix - image: Ball Colegrave
Pansy Panola Royal Wedding Mix - image: Ball Colegrave

Last year's Royal wedding between Prince William and Kate Middleton may have seemed nothing short of a fairy-tale romance, but celebrating it with a particular floral tribute took timing, teamwork and hard graft. Ball Colegrave had to move fast to seize a fantastic marketing opportunity for itself and customers. The magic date was 28 April 2011 but would tills ring as well as wedding bells?

It was touch-and-go whether garden centres would be celebrating healthy plant sales. The colours red, white and blue were agreed but hitting on a flower with early and prolonged colour to coincide with the flag waving was not so easy. Pansy Panola boasted these attributes but seed would need sowing almost immediately. Without orders, this was risky.

Ball Colegrave committed itself and set in motion a swift campaign over Christmas and the new year. In just two weeks, almost 500,000 plugs had been sown and a Royal Wedding Mix leaflet designed, printed and sent to customers, garden centres and the press. Meanwhile, a dedicated Ball Colegrave web page flagged up the mix and an e-newsletter spread the word.

The Pansy Panola Royal Wedding Mix offered retailers a reliable blend of multiflora pansy for impulse colour sales just when it was needed - all that red, white and blue would be bursting into flower in late April for gardeners to snap up, take home and deck out their beds or pots. Supporting the promotion was a twin-leg or cell-pack label.

The delivery of the 350 Pansy Panola plug was well timed for growers to transplant into their own pack, add their chosen label style and grow on for 10 weeks. Success was complete - all plugs were sold within three weeks of the launch of the offer, ensuring that garden centre managers were crying tears almost as joyful as the happy couple.

Finalists

Top Up Thursday, Ball Colegrave

Rudolph, Fenmarc Produce


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Read These Next

Maianthemum

Maianthemum

Showy spikes, lush leaves and sweet scent all help to sell these appealing plants, writes Miranda Kimberley.

Get set for the National Plant Show 2018 - show preview

Get set for the National Plant Show 2018 - show preview

Growers will be aiming to take orders and increase sales by showcasing latest varieties at the National Plant Show. Matthew Appleby looks ahead to the event.

Crop protection: Ornamentals armoury

Crop protection: Ornamentals armoury

What can ornamental plant growers do to meet increasing pressure from the industry and consumers to become more sustainable? Sally Drury investigates the available product options.


Opinion... How to increase UK plant supply

Opinion... How to increase UK plant supply

Why don't UK growers produce more of the plants that the UK market demands?

Opinion... Co-operation is industry's best card

Opinion... Co-operation is industry's best card

What a great trade this is when one of us needs help. "The Container Revolution" co-operative exhibit at the RHS Chelsea Flower Show is a good example.

Opinion... Bridges needed across the sectors

Opinion... Bridges needed across the sectors

Horticulture Week's careers guide (HW, April 2018) is a revealing insight into what constitutes "a horticulturist". Horticulture is a coherent discipline.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Horticulture Week Top 60 Ornamentals nurseries

See our exclusive ranking of ornamentals nurseries by annual turnover. 

Tim Edwards

Boningales Nursery chairman Tim Edwards on the business of ornamentals production
 

Read Tim Edwards

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Are you a landscape supplier?

Horticulture Week Landscape Project Leads

If so, you should be receiving our new service for Horticulture Week subscribers delivering landscape project leads from live, approved, planning applications across the UK.

Peter Seabrook

Inspiration and insight from travels around the horticultural world
 

Read more Peter Seabrook articles