Boosting biodiversity and supporting wildlife at home
We tasked Greenhouse with finding new and inventive ways to promote the Jordans Farm Partnership, which supports farmers to work in harmony with nature. They rose to the challenge, devising a creative campaign to bring our key messages to life and encourage consumers to follow the farmers’ example and leave their garden wild for nature. We were delighted with the response from media and stakeholders and impressed with the team’s ability to achieve cut-through in a crowded landscape.
Digital Manager, Jordans Cereals
We may have felt closer to nature during lockdown, but we had a hunch that wildlife was paying the price for all the fencing, mowing, preening and trimming our gardens to ‘perfection’. To highlight this issue, we wanted to devise a campaign which urged people to protect biodiversity and leave a patch of their gardens wild just as Jordans farmers leave 10% of their farms to boost biodiversity.
Greenhouse launched ‘Leave it Wild’ calling on Brits to leave a patch of their gardens for nature, just as Jordans farmers do. Greenhouse secured the endorsement of The Wildlife Trusts, conducted a consumer survey, prepared media materials, and enlisted a designer to create shareable assets. We coordinated media, influencer and stakeholder outreach to amplify the campaign across all platforms.
We timed the launch to coincide with International Biodiversity Day, generating over 195 pieces of coverage across national, consumer and regional titles with a combined online reach of over 1.6 billion and coverage views of 3.5 million. We secured key stakeholder support on social media from a wide range of leading environment charities, NGOs and influential figures, with #LeaveItWild achieving social media impressions of 2.5 million.
The campaign achieved widespread media coverage and influencer support, securing almost 200 pieces of coverage with an estimated reach of more than 1.6 billion. Highlights include Metro, Daily Mail, ITV, Mirror, Daily Express, and more than 150 regional titles.