Bonnie Plants is one of the nation’s top providers of veggie and herb plants. Bonnie Plants’ products are everywhere, not just in our backyards. You find them on shelves in big box retailers across the United States and Canada. Planting seeds to grow a national brand is always challenging, and even more so when presenting a unified, consistent image to competing retailers. Our efforts were well rewarded and we have been blessed to see some amazing projects spring up. Below are just a few of my favorites which continue to bear fruit and, in our opinion, some of the the tastiest in the crop.
BONNIE PLANTS “DOWN HOME” CAMPAIGN - Marketing Applications. Beyond marketing to big box stores, Bonnie also promotes its brand through smaller retailers, independent nurseries and mom and pops. The look and feel for Bonnie's “generic” campaign focused on the lifestyle and philosophy of customers who are intimately connected to the food they grow, eat and share with others.
2015 LOWES MARKETING CAMPAIGN - Reset Concepts And Applications. in an effort to expand and showcase its edibles category, Bonnie Plants was asked to redesign the exterior retail apron at participating Lowes locations. A redesign of the existing footprint was presented, along with a new approach to how customers interacted with live goods, garden accessories and related products. Rethinking the way customers engage with Lowes’ outdoor products gave us plenty of insights for our next crop of ideas. Some of our more effective strategies involved rethinking how and where edibles could be marketed, and how to connect them to related categories. In the Grills and Charcoal section for example, which traditionally sits adjacent to the garden center, we designed a series of vertical banners to suggest how the “backyard grill master” and the the “home chef who grows her own food” are (or could be) one and the same person. Our new message to customers: Lowes provides everything you need to fit your fun, food-friendly, outdoor lifestyle.
