Cafédirect “Sow Your Own” Campaign

Ethical hot drinks company, Cafédirect, asked us to create a campaign that amplified an on-pack promotion, giving away herb seeds to highlight the brand’s work with smallholder farmers around the world and emphasising the link between handmade and taste.

We tapped into the fact that would-be city gardeners often lack growing space and created a campaign that celebrated being inventive when it comes to finding a home for your seedlings.  We inspired our target audience with a plethora of clever containers or “mini-allotments" from the likes of Stella McCartney, Hugh Fearnley-Whittingstall, Wayne Hemmingway, Gizzi Erskine and Pearl & Daisy Lowe – everything from handbags to mixing bowls to shoes and even old guitar cases.

We created and launched a blog which celebrated our inventive solutions to urban gardening and gave consumers inspiration and ideas as well as the opportunity to upload their own solutions and efforts and - of course - more information about the brand.

Results: 50 million OTS, 1,000 tweets, more than 10,000 visits to the blog, 100 branded mentions online, 9 branded national pieces of coverage