Johnsons Lawn Seed Case Study

 

 

 

The challenge

Johnsons Lawn Seed approached HWPR for their trade and consumer PR in 2015.   The PR brief for was to continually develop Johnsons’ trade media profile as the UK’s largest lawn seed producer by focussing on their product innovation and their heavy investment in research and development.

Consumer activity was to be made up of consumer seasonal advice on lawn care sent to key gardening titles and educating both media and consumer why Johnsons Lawn Seed was the best on the market.

 Our approach

HWPR pitched a PR plan that would cover both trade and consumer coverage.  Trade PR would include news about investments, and appointments, new products and the science behind their lawn seed.

An important message that both Johnsons and HWPR wanted to get across to the industry was their ‘Campaign for Quality’ which challenged retailers to question seed suppliers who have been reducing the overall quantity of their product, filling boxes with low-grade lawn seed blends but keeping prices the same.

The campaign not only relied on their strong relationships with the trade press, but also with consumer media.  It was important to inform the consumer and this was achieved through helpful advice about lawn creation and maintenance; how to choose the right lawn seed for individual needs, how to combat disease and weeds and seasonal advice on caring for their lawn.

Some budget was earmarked for consumer advertising with adverts being placed on the RHS website and in leading gardening magazine titles to create awareness of the ground-breaking products

The results

PR has made a significant impact on Johnsons Lawn Seed’s marketing programme.  HWPR works alongside the team to deliver complimentary communication programmes at key industry events such as The Garden Press Event and Glee, preparing events, offering advice and guidance on key messages and arranging interviews with editors.

HWPR’s strong media links have resulted in over 40 articles being published with an estimated readership of nearly over 1.1 million, this year alone.