Key takeaway
Integrating ESG initiatives with On-Pack Activation and a Standalone Digital Ecosystem can drive massive brand affinity, achieving 9 million social impressions and planting 350 million seeds through a seamless “Physical-to-Digital” user journey.
Strategist’s Insight – Padraig Smith
“The ‘Great Rewilding’ wasn’t just a giveaway, it was a movement. We identified a perfect storm: the decline of Irish pollinators and a lockdown-driven surge in gardening. By providing the tools (seeds) and the knowledge (digital resources), we moved Keelings from the ‘Produce Aisle’ to the ‘Family Garden,’ creating an emotional bond that goes far beyond a transactional purchase.”
The Brief
Keelings, Ireland’s leading berry grower, sought to give back to the community following the challenges of the pandemic. The objective was to launch a nationwide sustainability initiative—The Great Rewilding—to combat the decline of the Irish bee population while engaging families and schools in a meaningful, hands-on environmental project.
The Strategy
Our strategy focused on “Value-Exchange Marketing,” where the brand provided the resources for consumers to become active participants in a national cause.
Omnichannel Educational Funnel:Developing a standalone, SEO-optimised hub (keelingsgreatrewilding.ie) featuring “Little Grower” video content, interactive games, and “How-To” guides to capture family-oriented search traffic.
On-Pack Conversion:Using physical product packaging as the primary lead-generator, driving consumers to redeem seeds and engage with the digital platform.
B2B & Educational Outreach:Creating a specialised “Schools Programme” to embed the Keelings brand within the Irish primary education system, fostering long-term brand loyalty among the next generation.
The Implementation
Integrated Media Mix:Executed a high-frequency campaign across Radio, VOD, Digital, and OOH, ensuring the “100 Million Seeds” (later 250 million) target was a national talking point.
Content Pillar Development:Produced “How-To” guides and colouring competitions to maintain engagement throughout the spring and summer growing seasons.
In-Store Disruption:Deployed bespoke POS (Point of Sale) materials to ensure the Great Rewilding message was the dominant visual in the fruit and vegetable aisles of major Irish retailers.
The Results
350 Million Seeds Planted: Exceeding all initial targets through a massive multi-year rollout.
9 Million Social Impressions: Massive digital reach that successfully socialised Keelings’ “Love to Grow” brand proposition.
High-Volume Consumer Engagement: Over 30,000 active seed redemptions annually and participation from over 1,000 Primary Schools nationwide.
