An on-pack promotion offering a free garden trowel and weeder set has proved so successful for SB Englands that redemptions have tripled the original target.
The promotion was organised by Poulter Partners on behalf of SB Englands' parent company Lingarden. It helped introduce re-designed packaging for the Englands range of garden shrubs that are sold through supermarket and DIY chains.
'This is a great response,' said Lingarden managing director Nigel O'Toole. 'The promotion has helped reinforce the Englands brand and we are now planning a raft of further activity for the spring.
'Our research indicated that many home owners are overawed or even intimidated by the professional gardener environment at garden centres. So our new packaging features plain language and helpful illustrations for consumers who are more likely to buy from supermarkets and DIY centres.' The promotion was launched in April and featured on 750,000 packs in Sainsbury's, Safeway and Tesco.