The Scotts Miracle-Gro Company promises to maintain its ad spend at 2008 levels with £6.3 million committed to nationwide TV and press advertising during the spring and summer of 2009. Many of Britain’s greatest garden brands will receive big-spend advertising support including:-
EverGreen Complete, EverGreen Mow It Less Lawn Food, Weedol MAX, Roundup Pump N’ Go, Pathclear, Miracle-Gro Liquafeed, Miracle-Gro Moisture Control Compost, Miracle-Gro Singles
TV and press ads will start to be seen during the week before Easter and will be backed up with PR, in-store promotions, merchandising and compelling point of sale material. The Scotts Miracle-Gro Company is committed to supporting their famous brands on an ongoing basis year after year and to develop them and the categories they trade in. Keith Boad, Sales Director at Scotts confirmed, “Our exciting new introduction, Evergreen Mow It Less will get its own TV campaign to introduce this new concept to lawn owners who are reluctant to use ordinary lawn foods. We are determined to put the value back into the lawn care category with new innovations and TV support for both EverGreen Complete and Mow It Less.
“Scotts will also be adverting three of their famous weedkiller brands in 2009, spending a total of £2.7 million. The new 1 Hour claim will feature heavily in the Weedol Max campaign and the big ticket Pump N’ Go delivery system for Fast Action Roundup RTU will be shown in action in a new Roundup TV commercial. The weed preventer benefit of the Pathclear brand will feature heavily in a big press campaign designed to educate the readers of national newspapers and magazines that one application will prevent regrowth for up to 3 months. Feeding and potting are not forgotten in Scotts advertising plans. TV campaigns for Miracle-Gro Liquafeed and Miracle-Gro Moisture Control Compost will take most of the £1.3 million budget, although the sponsorship of GMTV’s morning gardening slots in May will ensure great exposure to the fascinating ready-measured sachets of Miracle-Gro Singles.
Weedol MAX £1.4 million on TV
EverGreen £1.4 million on TV
Miracle-Gro Compost and Feeding £1.3 million TV campaigns
Roundup £1.1 million on TV
Scotts Miracle-Gro Company