Yates The Party Garden

Like many countries in the developed world, changing attitudes to food and the environment has sparked something of a gardening renaissance in Australia. Many young families are keen to make more of their home’s outdoor spaces, hampered only by a lack of knowledge.

Although well recognised and considered amongst older 50+ gardeners, Yates needed to attract a younger audience to sustain its business. Recognising that gardening represented something of an unknown challenge to young families, Yates needed to find a way to get this key group of consumers to take pride in their gardens – and not just concrete them over as a way of avoiding dealing with the “chore” of gardening.

Australians love a barbecue. It may be a national stereotype, but it’s also a national pastime. It was this favourite pastime upon which Yates based its campaign strategy.

The Party Garden, a six part TV series broadcast on the Lifestyle Channel, was the solution. The show guided novice gardeners how to prepare their outdoor spaces for the perfect party. Broadcast in a peak slot, the show was supported by print and online activity from Yates, as well as separate promotional activity from the Lifestyle Channel.

The show not only promoted the brand, but it linked Yates to a new “home entertaining” audience, and allowed the brand to create advertorial in women’s magazine titles such as OK! and Madison, which were previously irrelevant to the brand.

The show saw 67% of Lifestyle’s audience admit that they were more likely to give gardening a try, having seen the show. As more inspired Aussies took to their back gardens to create the perfect party environment, Yates experienced a 100% sales increase as a result of the campaign.