Proven Winners Unveils 2013 Consumer Shrub Campaign

Bloom-a-thon Azalea

Proven Winners ColorChoice Shrubs has launched a national consumer advertising campaign unlike any the industry has ever seen. Bold graphics personify ten heavy-hitting shrub varieties to present the unique and innovative features that make them a smart choice for the home garden. Proven Winners shrubs worked with Fairly Painless Advertising, an agency whose work was recently featured during Super Bowl Sunday, to develop the campaign that features both print advertising and a new homepage at

Wanting to break from the stale campaigns of the past, Proven Winners chose to work with Fairly Painless to develop a series of ads that creatively illustrated each plant’s more significant features rather than spelling it out with overly technical copy. The process took several months and involved boiling down the brand’s message to its simplest, most pure form before building it back up. The result is a daring campaign the breaks through the comfort zone of traditional plant advertising.
The top ten shrub varieties are personified with titles such as “Prodigy,” “Charmer,” “Survivalist,” “Enchantress,” “Overachiever” and “Two-Timer,” and are paired with transformative imagery. This spring and summer, ads will run in magazines like Better Homes and Gardens, Southern Living, Sunset, HGTV Magazine, and Martha Stewart Living, in addition to special interest publications such as Fine Gardening and State by State Gardening. The ads are also featured on a streamlined homepage with a simple design directing consumers to featured plants, a store locator, and social media outlets.

“This new campaign is on par with other major consumer programs,” says Tim Wood, Director of Marketing and New Plant Development. “The imagery is at home in publications like Better Homes and Gardens and Martha Stewart Living, resonating with gardeners and non-gardeners alike while presenting plants with the cutting edge approach that is needed to get noticed and drive traffic to garden centers.”

About Proven Winners ColorChoice

Proven Winners ColorChoice is the brand name of Spring Meadow Nursery, Inc., a market leader in flowering shrubs, potted liners, and starter plants. Located in Grand Haven, Mich., Spring Meadow Nursery has over 500 varieties in their catalog, including 200 varieties marketed under the Proven Winners ColorChoice brand, including Hydrangea ‘Incrediball,’ Hydrangea ‘Limelight,’ Weigela ‘My Monet,’ Weigela ‘Wine & Roses,’ Hydrangea ‘Quick Fire’and Hydrangea ‘Invincibelle Spirit.’ For more information, visit and

Leave a Reply

More From Marketing...

March 16, 2018

Knock Out Rose Family Has New Website

Star Roses and Plants recently launched the new Knock Out Roses website, which features how-to tips, gardening inspiration, and more.

Read More

March 13, 2018

California Spring Trials 2018 Northern Region Preview: Benary, American Takii, Sakata Ornamentals, Beekenkamp, and More

Check out this California Spring Trials 2018 Northern Region preview of new varieties from Benary, Thompson & Morgan, American Takii, Sakata Seed, Beekenkamp, and Plug Connection.

Read More

March 11, 2018

National Initiative for Consumer Horticulture Releases New Marketing Infographics

A new series of four #PlantsDoThat Inside infographics focuses on the multitude of ways indoor plants affect where we live, where we work, where we heal, and where we learn. The first two infographics are now available.

Read More
Latest Stories

March 11, 2018

National Initiative for Consumer Horticulture Releases …

A new series of four #PlantsDoThat Inside infographics focuses on the multitude of ways indoor plants affect where we live, where we work, where we heal, and where we learn. The first two infographics are now available.

Read More

February 27, 2018

8 Trends Influencing the Garden World in 2018

Expert trend watchers at Monrovia predict that suburban plant hunters, garden coaching, and perfect pines will be just a few of the top consumer gardening demands in 2018.

Read More

February 7, 2018

The Latest on Amazon’s Online Plant Store

There is debate throughout the industry over how Amazon’s presence will affect growers who are looking to sell plants online.

Read More

February 2, 2018

How You Can Tackle Online Plant Sales

Selling your products online can open up a new revenue stream, but there are several factors you need to consider along the way.

Read More

January 18, 2018

TPIE Keynote Maxwell Luthy Turns Trends Into Opportunit…

Maxwell Luthy, Director of Trends & Insights for TrendWatching, showed how to turn trends into business prospects for attendees of the 2018 Tropical Plant International Expo keynote address.

Read More
NGB Year of the Tulip

December 23, 2017

How You Can Participate in Promoting National Garden Bu…

Promotional materials for the National Garden Bureau’s four “Year of the” crops for 2018 are now available. The materials are designed to help growers and garden retailers encourage consumers to discover and embrace new, exciting crops each year.

Read More

October 3, 2017

October 11 is Your Chance to Petal it Forward

The Society of American Florists’ “Petal it Forward” campaign returns in 2017. Learn how you can participate in this day of spreading kindness through flowers.

Read More
Micandy Gardens Team

September 17, 2017

4 Ways Micandy Gardens Greenhouses Reaches Out to Mill…

Micandy leverages social media to get the word out about its products and spread the word about how flowers can make a difference in people’s lives.

Read More
Costa Farms Exotic Angel Idea Book

September 12, 2017

Costa Farms’ New Lookbook Offers Consumers Ideas on Bes…

The new “Bring Your Home to Life” lookbook is a curated collection of more than 300 unique plant varieties best suited to grow in homes and offices.

Read More
Certified American Grown Flowers

September 5, 2017

Certified American Grown Flowers Names New Third-Party …

The organization’s new partnership with Where Food Comes From Inc., an agriculture-focused certification company with more than 20 years of experience, will be launched via video conference on September 14.

Read More
Container Gardening

September 5, 2017

14 Consumer Gardening Trends That Have Stood the Test o…

In early September, the Garden Media Group will unveil its 2018 Garden Trends report. To whet your appetite, here’s a look back at several trends that remain relevant today.

Read More

August 29, 2017

Know Your Grower: New Platform Brings Consumer Transpar…

The new Follow Your Flower or Plant vignette from MPS allows consumers to learn all about the producers of the plants and flowers they see at retail, and how sustainably their products are grown.

Read More

August 29, 2017

First-Of-Its-Kind Federal Grant Designed to Stimulate C…

The National Initiative for Consumer Horticulture has received a USDA grant to help develop strategies and tactics to grow the practice of gardening 20% by 2025.

Read More

July 20, 2017

Luxflora Attracted Even More Participation to its Secon…

More than 170 runners kicked off Cultivate'16 on Sunday, July 16, with Luxflora's second annual 5k race. It was a great way to start the week, participants said.

Read More
National Garden Bureau 2018 Year of the Calibrachoa

July 15, 2017

National Garden Bureau Announces Featured Plants for it…

Plant classes recognized include bulb crops (tulip), annuals (calibrachoa), vegetables/edibles (beet), and perennials (coreopsis).

Read More
cut flower arrangement

July 5, 2017

Congress Designates July as American Grown Flowers Mont…

Last week, Congressman Salud Carbajal (CA-24) introduced a bipartisan resolution designating July as “American Grown Flowers Month.” Co-sponsored by Rep. Jamie Herrera Beutler (WA-03), Rep. Jimmy Panetta (CA-20), Rep. Duncan Hunter (CA-50), Rep. Chellie Pingree (ME-01), Rep. Don Young (AK-1), Rep. Jared Huffman (CA-02), and Rep. Darrell Issa (CA-49), House Resolution 413 declares July as the month to celebrate the economic and cultural impact of America’s cut flower and greens farmers and demonstrate Congress’ commitment to support America’s flower farming families. Congressman Carbajal spoke from the House Floor, introducing the legislation and encouraging fellow members of Congress to support American Grown Flowers Month. “I have seen firsthand the value the grown flower industry adds to our economy and communities during my visits with our Central Coast growers,” said Rep. Carbajal. “California produces three quarters of all cut flowers grown in the United States. I am committed to recognizing their contribution […]

Read More
PlantHaven Team 2017

July 2, 2017

PlantHaven Wins Medal of Excellence Award for Marketing

After 20 years of making the world a more vibrant, colorful place, PlantHaven wins Greenhouse Grower’s Medal of Excellence Award for Marketing for its groundbreaking ability to connect breeders, growers, and consumers through personable advertising campaigns.

Read More

June 1, 2017

Reimagining a Brand: How Did We Do With Greenhouse Grow…

Changing the design and content strategy of a brand isn't easy, but we think the new Greenhouse Grower will help carry our innovative industry forward and allow us to better serve your information needs.

Read More