Proven Winners Looks For Unique Consumer Impressions
October 20, 2009 
Proven Winners recently locked up a 12-month exclusive plant sponsorship of the “Victory Garden” television show and a spot in an accompanying magazine that goes to PBS donors. The sponsorship begins in October and will give the plant brand 42 million impressions nationwide via the No. 1 most-watched gardening show in North America.
The sponsorship entails two 15-second commercials, one fully Proven Winners and the other a shared spot between Proven Winners and Spring Meadow Nursery/Color Choice. The hosts of the show will use Proven Winners plants in branded containers, and the brand also will have access to host Jamie Durie for possible in-person events.
The “Victory Garden” sponsorship is not the only unique consumer venture for Proven Winners this fall, either. It’s also placing an ad in the World Series collector’s publication.
About 750,000 copies of the publication are sold each fall, including in the two ballparks in which the two competing teams play, as well as in retail outlets in the 30 Major League Baseball cities. Examples of the retail outlets include Barnes & Noble, Borders, Walmart and Kmart, among others.
For Proven Winners Director of Marketing Marshall Dirks, the ability to speak to new audiences in multiple large cities across North America is what drew his attention.
“The gist is we are trying to attract new people to gardening,” he says. “It starts with kindling a relationship and supporting their efforts. Just as we’ve done with the U.S. Open Golf tournament the last five years and the Kentucky Derby–these are marquee events with high-end customers.”
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