E-garden, the website for people with virtual green fingers, is
embarking on a pounds 2 million ad campaign through creative agency FCA!
and media partner Optimedia.
The pair have been briefed to raise awareness of the site among
gardening enthusiasts, starting with a radio campaign linked to
The site rakes in revenue by enabling consumers to order plants and
Optimedia, headed by Simon Mathews, works with FCA! under the umbrella
of the Publicis network. Optimedia director Phil Nunn will handle media
planning and buying for the e-garden account.
FCA! managing director Samantha Smith said: ’We’ll be starting with
radio and we’re currently devising the next stage of our strategy. But
as FCA! is a media-neutral agency, anything goes. We expect to utilise
everything from outdoor advertising to direct marketing.’
She said the site had done a small amount of print advertising and had
already won a band of loyal followers. ’Our job now is to build the
brand,’ she said.
Currently, the site is offering Valentine’s Day roses - six for pounds
7.99 to be delivered to your loved one’s door - as well as advice from
experts Peter Seabrook on exotic plants, Roddy Llewellyn on garden
design and Daphne Ledward on growing potatoes on your patio.
Smith added that e-garden was the agency’s first dedicated dotcom
’We’re being approached by around three dotcoms every day but it is
quite obvious that some of them do not have the approach or the backing
to work,’ she said. ’E-garden is a wonderful site employing some of the
top names in the market. And gardening itself is one of the UK’s top
leisure activities,’ Smith concluded.