The Core Agency has launched an integrated campaign for Osmocote Pour+Feed, a new liquid indoor plant food from Evergreen Garden Care (formerly Scotts Australia).
The integrated campaign is running in Australia and New Zealand and includes TV, digital, social and press.
Osmocote Pour+Feed addresses the growing trend of indoor plant ownership by a group of people dubbed ‘plant parents.’ And we’re not just talking about older demographics, with people of all ages proudly sharing photos of their Insta-worthy Monsterias, Fiddle-leaf Figs and Devil’s Ivy plants across social media.
However, only 20% of indoor plants ever get fed, having to make do with just an occasional drink of water. Osmocote Pour+Feed makes it easy for plant parents to feed their leafy babies so they can grow up big, strong and glossy. It’s now as simple as pouring a capful of the liquid into the soil. There’s no mixing, no mess and no fuss – so, it’s perfect for green or black thumbs.
The TVC shows a hungry Spathiphyllum taking matters into its own hands, well leaves, by using its unwitting owner’s mobile to get some Osmocote Pour+Feed home delivered. It then gives its ‘Crazy plant lady’ owner the shock of her life as she attempts to take a selfie of the two of them.
Says Jon Skinner, founder and creative partner at The Core Agency: “We’ve been working with this partner for over eight years and they never stop innovating. For the Osmocote Pour+Feed launch we created a simple entertaining story to communicate how easy it now is to maintain healthy indoor plants.”
Says Mark Ellis, marketing director at Evergreen Garden Care: “Most people understand that they should feed their indoor plants with a liquid fertiliser, but put it in the ‘too hard basket’, leaving their plants hungry and deficient of nutrients. Our new Osmocote Pour+Feed campaign clearly communicates this important fact, in a fun and entertaining way.”
This latest creative work comes off the back of the agency’s announcement last week that it had launched a promotional campaign for IGA Supermarkets.
The agency’s client list now includes IGA Supermarkets, QBE Insurance, Key Pharmaceuticals, Evergreen Garden Care, Beem It, Elders Insurance and PwC.
Client: Evergreen Garden Care (formerly Scotts Australia)
Marketing Director: Mark Ellis
Cat. Manager – Garden: Narelle Peart
Agency: The Core Agency
Founder & Creative Partner: Jon Skinner
Founder & Creative Partner: Christian Finucane
Senior Copywriter: Kevin Macnamara
Senior Art Director: Simone Parravicini
Strategy Director: Andrew McCowan
Business Director: Rebecca Turner
Senior Account Manager: Max Whitehouse
Producer: Bill Doig
Production Co: Playtime
Director: Stef Smith
Executive Producer: Oliver Lawrance
Producer: Tom Slater
Line Producer: Linzee Harris
Post Production: The Editors
Editor: Lily Davis
Sound Post: Sonar Music
Sound Designer: Timothy Bridge
Photographer: Steve Greenaway