Scotts has launched a new campaign featuring Merrick Watts as Australia’s first ‘Soilmelier’. The initiative aims to tackle the lack of confidence among Australians in their gardening skills.
According to research conducted by Lonergan and commissioned by Scotts, one in three Australians doubt their gardening abilities, and only 27% use plant food.
The campaign is designed to educate gardeners of all levels, utilising a humorous approach with Merrick Watts at the forefront. DEC PR spearheaded the campaign, producing social-first assets in collaboration with Qube Productions. The campaign includes a hero video and a series of 15-second cut-downs featuring Watts.
Scotts Organic Plant Food is promoted as a solution to improve soil and plant health. The product is enriched with organic matter and natural minerals, and is said to support soil biodiversity, improve structure, and help regenerate tired soil. The campaign is timed to align with the peak gardening season in Australia.
Merrick Watts, known for his ‘Grapes of Mirth’ comedy shows is at the centre of the campaign. He stated, “A fine wine is not born solely from the age of the vine or the climate’s temperament. True character begins in the soil.”
Watts, in his role as Soilmelier, added, “Scotts Organic Plant Food not only rebuilds the structure of the soil while feeding your plants, but does it so bloody simply, effectively and organically.”
Kerry Sephton, Marketing Director for Scotts said, “The research made it clear: Australia needed a Soilmelier. With Merrick on board, we’re helping Aussies feed their plants properly, grow their gardening confidence, and put an end to hangry plants once and for all.”
Comments are closed.