As an agency we have a good working relationship with the inspirational horticulture courses at the highly regarded Sparsholt College. We suggested to Wadworth that they should sponsor the college’s efforts to create a garden for the Chelsea Flower Show. The idea was to feature the growing of hops used in beer production and to incorporate recognisable Wadworth features into the design of the stand whilst taking care not to breach show rules on corporate branding.
From the start we worked as the central contact point between the college and the brewery, facilitating Wadworth’s role in the design and implementation of the year-long project and ensuring maximum media coverage of the garden at all stages.
The first step was to arrange for the students to visit the brewery to given them inspiration for their garden. They based their design and planting plan on a pub garden and called it ‘The Hop Cycle’. A full size pub sign was painstakingly hand painted at the Wadworth traditional sign painting shop. The garden included a living ‘dartboard’ created out of plants, a bar and furniture made out of casks. Interactive iPads were used to explain the brewing process and the history of hops.
Various additional minor projects helped us to keep the story fresh for the local and trade media. These included a booklet of gardening tips for pub landlords and a visit to the college by the Wadworth working shire horses and their dray.
Our efforts based on press releases, personal contact and social media were directed at specific sectors:
Our clients Wadworth were extremely happy with the coverage and the way in which the project had achieved its aims.
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