‘I’m Gonna Be Warm This Winter’

POS, Press, Radio, TV

Over the years garden centres have evolved from local nurseries providing great plants direct from the growers to national chains offering everything from compost to Jacuzzis.

NWF, a group of independent garden centres with 5 locations across the UK provide a great destination for families across all demographics. Christmas was a strong financial period for them but like for like figures suggested that sales were slowing down and as a result, they needed a fresh approach to drive awareness of their amazing displays and themed events.

We reviewed marketing campaigns from previous years to understand the messaging and tone which provided a great foundation. We engaged with the Centre Managers and built up a strong storyboard that worked across multiple media including TV, radio and press.

Rather than using ‘traditional’ panned shots in a Garden Centre, showing a family of 4 shopping for 30 seconds we wanted to create something different, something that would engage with a different audience but embrace the existing clientele.

So on a warm August day the film crew and set dressers arrived at a rented farmhouse in Sheffield with bags of decorations, a few live Christmas trees and a ‘rented’ family. Within hours the house had been transformed into a Christmas wonderland covered in deep snow. By 2am the shoot had finished and now it was over to the editing team to create a 30 second and a 10 second advert with 3 different end frames.

Alongside the filming we talked with a record label to see if we could use ‘I’m Gonna Be Warm This Winter’ by the great Connie Francis. We finally got the go-ahead and it worked perfectly, setting the right tone for the film with it’s magical Christmas beat, affirming the messages on screen.

The external advertising provided the creative lead on how the messages were communicated throughout the stores, including welcome banners, promotional signage, promotional bags and Christmas giveaways.

The Christmas displays were opened in early September with a strong like for like increase across all Centres. The external campaigns launched in November, resulting in a steep rise in sales to an average 14.2% until December 24th.

Not only did we all have a great Christmas, we resurrected one of the greatest Christmas songs which was later covered by Jacques Junk and used for a national Christmas campaign the following year.

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