Successful outdoor plants campaign to be relaunched in the Netherlands and Germany
Third edition of From Grey to Green to be launched shortly
The third edition of the From Grey to Green outdoor plants campaign will be launched once again in the Netherlands on 20 March. In Germany, the campaign will start on 3 April. Short animations and website banners will be used to spread the green message online and on social media. Our goal is to inspire consumers to surround themselves with more greenery. The From Grey to Green tool kit is new this year, and contains materials that can be easily downloaded and used for in-house communication channels.
New Mayor of Green
The search for a candidate to replace the current Mayor of Green is fully underway. We will be officially announcing the new Mayor of Green at the end of March. Following in the footsteps of rapper Dio and actress Isa Hoes, the new Mayor of Green will help to promote the positive impact of a green living environment. This will not only be done by inspiring, but also by being involved in activities and actions.
During the campaign, articles will be posted on our website Thejoyofplants.co.uk, for example, on topics such as facade gardens and border plants. To also reach consumers offline, the campaign will be promoted in the outdoor special of VOGUE LIVING! This edition of the lifestyle magazine will be available in shops from the end of March.
German consumers will encounter the campaign on various websites, where we will be organising a ‘homepage takeover’. This means that the homepage of the site will be completely taken over for a short period of time by the From Grey to Green campaign. This is an eye-catching and effective way of running a campaign. Our consumer website Pflanzenfreude.de features a few inspirational articles with appropriate content. It goes without saying that we will be further promoting this content via our German social media channels.
Partnership with promotional group Outdoor
The campaign is the result of a partnership with the promotional group Outdoor from Royal FloraHolland. The group will support the activities with a radio commercial once the From Grey to Green campaign has been launched. They have also invested in the online campaign in order to ensure a broader reach. Finally, we are jointly supporting the NK Tegelwippen campaign from 21-23 March and have purchased special items for the SBS6 programme De Grote Tuinverbouwing. This will bring the campaign to the attention of an even larger target audience.
Download the From Grey to Green tool kit
The From Grey to Green tool kit is new this year. This package contains various materials, such as campaign visuals, banners, posters and social media posts with relevant text in Dutch, English and German. The tool kit can be downloaded as of 14 March from our Dutch website and Royal FloraHolland will also be sharing it in their newsletter. The campaign will be launched in Germany on 3 April. The tool kit for this campaign can be downloaded as of 28 March from our German website.
If you would like to know more about this campaign, please contact Isabel Groot, Campaign Manager, at email@example.com.