Vegetables are hot. U.S. households spent $3.6 billion growing vegetables, fruit, berries, and herbs in 2015, according to the 2016 National Gardening Survey. That’s one in three households (nearly 36%) participating in food gardening.
It’s no wonder more growers are looking to get a piece of the action. Pleasant View Gardens not only chose to grow edibles, but it’s also seeing success in branding its own line.
Taking something as ubiquitous as vegetables and herbs, long-time standards in the marketplace, and giving the category a fresh new look that screams, ”Buy me!” is no easy task, but Pleasant View took on the challenge with extensive research, creative marketing, and an uncommon product that appeals to consumers.
Savor Edibles And Fragrant Collection Captures Millennial Urban Garden Vibe
When you have a consumer asking for ‘Pizza Night’ oregano over a non-branded variety because she’s convinced she can taste the cheese in it, you know the power of a brand.
Pleasant View Gardens has experienced this with its Savor Edibles and Fragrant Collection of 84 different vegetables and 58 different herbs. The collection will debut in garden stores this year, across the country. This is no ordinary veggie and herb program, which is just what Pleasant View Gardens had in mind from the beginning.
For starters, the program targets a new generation of gardeners ─ Millennials. Everything from the plant packaging to the website has a distinctive urban gardening feel to it and personifies simple living. The face of the brand is 20- and 30-somethings. The “Grow Your Own Adventure” tagline invites adventurous young people to try something new, and it’s enticing because it throws down a challenge.
When deciding on who to target with its marketing campaign, Pleasant View narrowed its choices to three groups: Hispanics/Latinos, Millennials, and young men.
“We opted for Millennials, who are continuing to delve into gardening,” says Andy Huntington National Sales Manager for Pleasant View Gardens. “They may be scared of flats and packs of petunias and marigolds, but they are all about holistic. They’re looking for ways to better themselves and their environment. Millennials see gardening as an extension of their lifestyles. That is the message we want to tie into.”
Pleasant View’s marketing team put a lot of thought into how to make this brand fun and attractive for consumers, while helping them be successful. Marketing materials convey the idea that this is a hands-on brand. You won’t find a taxonomic name in the Savor collection. Consumers don’t need them because with names like ‘Baked Potato’ chives, ‘Sandwich’ basil, and ‘Thyme for Everything,’ they have no doubt about how to use the plants. To further reinforce the idea, plant tags feature lifestyle shots of chopped chives sprinkled on baked potatoes or a sprigs of basil tucked in a tomato sandwich, and recipes on the backs of the tags give consumers further incentive to give the plants a try in the kitchen. A snap-off portion of the tag acts as an identifying label in the garden.
The Savor website oozes with personality, capturing the urban garden movement through storytelling, with simple profiles of young Millennials. One profile on the website, for example, shows the picture of a young man in his garden holding a pot of thyme and includes this short summary:
- Bikes 15 miles to work daily.
- Currently restoring his 1925 Victorian. By hand.
- Regularly wins every local poetry slam.
- Real claim to fame: Growing the tastiest tomatoes on Marcy Avenue.
The message is short but effective. Pleasant View plans to add more profiles to the website as time goes on and consumers begin to share success stories. The brand also has a dedicated Facebook page. Pleasant View hopes to leverage social media to gain momentum and create a chain reaction for the brand.
“Because we are targeting Millennials, there has to be some sort of social media connection, Huntington says. “Through research, we have found that some 46% of Millennials have more than 200 friends online. There is a lot of power in those connections.”