GGT unveils first work for Phostrogen

Two dancing hedgehogs, complete with top hats and canes, star in GGT’s first work for the garden fertiliser, Phostrogen.

Two dancing hedgehogs, complete with top hats and canes, star in

GGT’s first work for the garden fertiliser, Phostrogen.



The commercials, which break over the upcoming bank holiday weekend,

open on a gardener, dozing in a deckchair in his drooping garden.



In an attempt to inject more life into the surroundings, two hedgehogs

begin to perform a dance routine, but even their efforts fail to

resuscitate the wilting plants.



’For an easier way to stimulate your garden, just add Phostrogen to

water,’ a voiceover says, and the commercial concludes with a shot of

the plants and flowers in the garden responding warmly to a good

watering with the soluble fertiliser.



Phostrogen used to be market leader in the UK, but it has ceded its

place over the years to its rival, the ICI-owned brand, Miracle Gro,

which has spent more on advertising.



However, the new owner of Phostrogen, a unit of the French chemicals

giant, Monsanto, is determined to restore the 37-year-old brand to its

former glory and in March the company appointed GGT to handle a pounds

1.5 million advertising budget.



Advertising for Phostrogen and its sister brand of weedkiller, Roundup,

was previously handled by the BDDP network, which was bought by GGT

earlier this year.



The new campaign, which was written by Jim Thornton and art directed by

Christine Jones, uses a mixture of animated and real flowers to tell the

story.



The commercial was directed by Steve Lowe through Cowboy Films.



Media planning and buying on the campaign is being handled by Booth

Lockett Makin.



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