Westland has significantly upped its TV spend, prompted by retailer sell-in of child and pet-safe product Westland SafeLawn.
The TV advert, featuring CGI created ‘Lawn Man’, will air on screens in April and will run alongside a large-scale digital and social campaign designed to generate maximum interest among parents and pet-lovers.
The campaign will drive consumers’ in-store over April and May, including the key Bank Holiday weekends, Westland says.
Featured in the advert, ‘Lawn Man’ is a lawn which has come to life. Worn and tired from putting up with kids and pets tearing around and harsh weather conditions, an application of Westland SafeLawn revives him to be ready to play again. Westland hopes that Lawn Man will show parents and pet owners they can get a thick, green lawn that’s 100% natural and safe for children and pets.
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.”