Wadworth:

RHS Chelsea Flower Show

The Brief

 

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.

The Project

 

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:

 

  • Local newspapers and radio around the Wadworth Brewery and Sparsholt College, and in the home towns of the students involved. Local TV also showed an interest.

 

  • National foodservice and brewing press.

 

  • Gardening and food and drink consumer magazines.

 

  • Social media. A website focussing on the garden and linking to the Wadworth website was created as an offshoot of the Sparsholt College website. Twitter and Facebook were also employed very successfully.

 

  • Video and photography. Three videos were created over the course of the project and employed successfully on websites. Still photography was taken at all stages and used appropriately.

 

The Results

 

  • The Hop Cycle garden won an RHS Chelsea Gold medal and was named Best Exhibit in the Discovery Zone.

 

  • The pub sign became a beacon in the marquee – raised high into the air above the stand it became a landmark for people as they navigated the show.

 

  • Numerous brewing and consumer journalists visited the show as our guests and enjoyed a personal tour round the stand and dinner with the Wadworth and Sparsholt representatives. Wadworth were also able to invite their trade customers to this event. Many more journalists and celebrity guests visited the stand informally.

 

  • There was extensive coverage of the team’s success in local TV, radio and newspapers.

 

  • The BBC RHS Chelsea Flower Show team visited the stand and coverage was aired on BBC2.

 

  • Trade and consumer magazines and newspapers both print and online featured the garden and there was extensive social media engagement.

 

Our clients Wadworth were extremely happy with the coverage and the way in which the project had achieved its aims.

Company registered in England, number 2161921 • Rawlingson Lane is a trading name of Rawlingson Lane Publicity Ltd • Registered office: Block 4, Fordbrook Business Centre, Marlborough Road, Pewsey, Wiltshire SN9 5NU

• Site and graphics designed by Rawlingson Lane • All photography art directed by Rawlingson Lane • All video produced by Rawlingson Lane