The idea was to create 100% biodegradable collectable seedling pots. Little Garden was the first collectable set from a New Zealand supermarket that got people growing, instead of polluting. They were given away as a small, handheld gift with purchase across all 138 New World stores in New Zealand.

At all of the 138 New World supermarkets across New Zealand, we gave away Little Garden seedling pots directly to consumers when they made a purchase. There were over 27 varieties of herbs and vegetables, giving shoppers a tangible reason to come to New World over the 6 week promotion to collect them all.

We launched with TVC and online content to create nationwide awareness and then went on to create educational online content aimed at teaching children how to grow their own Little Garden.

This educational platform got families engaging directly with the Little Garden pots and sharing their progress online each step of the way.

New World had a 6.5% spike in spend over the duration of the promotion, and a 2.9% growth in store visits.

In just 6 weeks, we gave away 8 million seedling pots. That meant millions of people getting off their smartphones, tablets and computers, and learning about how to grow (and eat) fresh healthy produce.