In the garden sector, we talk a lot about brand, pricing, range, and seasonality, but far less about the strategic role promotions can play. And yet, when you look across to the grocery sector, promotions aren’t an afterthought. They’re a core marketing lever embedded in brand plans, used to deepen retailer partnerships, and designed to spark trial, data capture, and ultimately, sales.
In our recent episode of The Underground Podcast, we sat down with Beth Johnson, CEO of Umbrella, a promotions agency that works with brands like Cadbury and Unilever. The conversation made one thing clear: garden retail is underplaying a powerful card.
Promotions: Not Just Discounts, but Drivers of Brand and Behaviour
A well-designed promotion isn’t about fire-sale tactics. In fact, one of the strongest takeaways from the episode was this: on-pack promotions give that final kick to encourage the sale, but they only work when the groundwork has been laid.
Think about the moment of purchase. The customer has browsed, researched, maybe even hesitated. A compelling promotion – whether it’s a limited-edition reward, a chance to win, or an unexpected add-on – can turn that hesitation into action. But it must be credible. That means aligning with the brand’s values, not working against them.
Cadbury’s recent “Game Changers” campaign is a good example. Built on their brand value of generosity, the promotion carried a through-line from TV and social media into the retail environment. A consistent message, tailored to context, led right to the shelf.
So why aren’t more garden brands doing the same?
Complexity Shouldn’t Be a Barrier
One of the barriers in the garden sector is fragmentation. Garden centres vary in capability and infrastructure, and there’s less transparency around media value than in grocery multiples. Beth made a strong point: in FMCG, you can go to Tesco with an idea, and they’ll show you what you’ll get: reach, space, sales uplift. That level of measurability makes investment easier to justify.
But even without that infrastructure, garden brands can still act. They can partner with centres willing to innovate. They can trial ideas on limited lines. They can build promotions around new product launches, events, or moments in the horticultural calendar. As Beth said: “If we can give away a gold Powerball in the middle of a dishwasher tablet, we can make something work.”
It just takes planning and creative collaboration.
Loyalty Schemes: A Data Goldmine Going Unused
Another underutilised asset in garden retail? Loyalty schemes.
Many centres run their own schemes. But, as Beth observed, “They don’t do anything with my data.” Compare that to grocery, where Clubcard and Nectar are plugged directly into dynamic offers, tailored content, and promotional opportunities that benefit both brand and retailer.
Garden retailers could be doing so much more: triggering seasonal reminders, offering personalised rewards, driving footfall during quiet periods, or even enabling brands to activate direct-to-store promotions.
The data is there. What’s missing is the connection between data and creative activation.
Promotions with Purpose
There’s also a lesson here in authenticity. The best promotions are not gimmicks, they are brand extensions. As Beth put it: “There has to be a fairness in the equation. You’re asking the customer to act, what are you giving them in return?”
A good promotion adds value, strengthens brand sentiment, and makes the customer feel part of something. In an increasingly value-conscious market, that matters more than ever.
Time to Reconsider the Toolkit
Promotions have moved on from neck-collars and flash sales. They’re now creative, strategic, and (when executed well) measurable tools for growth.
At WrightObara, we believe the garden sector is full of untapped potential and we love working with brands and centres to unlock it. Whether it’s launching a new product, sparking footfall, or bringing a campaign to life in-store, we collaborate with experts like Umbrella to make great ideas happen.
Got a campaign you’d like to activate or a product that needs a push? Let’s talk about how a creative, brand-first promotion could help.
Check out the full episode of The Underground Podcast, featuring Beth Johnson below: