The challenge
Bulbs promise colour, life and transformation, but many newer gardeners don’t realise you plant now to enjoy later. That time gap was dulling interest in store. Taylors wanted a simple story that would educate, energise and make it easy for retailers to activate across the calendar. The brief was for something practical, multi-channel and ready to roll in store and on digital.
The frustrations
Two things came through loud and clear. First, that disconnect between planting and flowering. Second, a need to stand out with a stronger brand story that would win attention with trade buyers and consumers alike. Budgets were tight, so anything we made had to work hard across channels.
The opportunity
A campaign that celebrates the magic packed into every bulb, the joy of anticipation while guiding shoppers on what to plant and when. Spanning spring and summer bulbs and extending into edibles, it could support footfall and sell-through all year, not just at peak moments.
Activation toolkit (what retailers receive)
Header boards that encourage consumers to get planting, featuring classic illustrations of favourite spring blooms. Used with existing promotional banners, they create an immediate “joyful” display.
Bunting to lift merchandising with a distinctive, cheerful cue shoppers recognise across the store.
Window cards that link directly to Taylors’ digital how-to guides, helping educate and inspire, which in turn builds confidence and purchase intent.
Pull-up banners for the autumn season to attract attention and drive footfall to bulb displays. They’re intended for front-of-store, plant areas or alongside display stands.
Social media assets that allow centres to tailor their posts and encourage user-generated content via #PackedWithJoy, reinforcing the in-store story online.
Together, these components create a year-round retail solution that supports brand awareness, highlights planting windows across seasons and extends naturally into “grow your own” vegetables.
The process
We started with a tight spring-bulbs brief, then broadened into summer bulbs and edibles. That meant designing a system with enough range to stay consistent across products and seasons, without losing clarity. We worked closely with the Taylors team to refine assets for practicality on the shop floor and speed on social, so rollout would be smooth at store level.
What’s happened since
Packed with Joy is now used as a multi-season platform. Retailers have a consistent message they can activate quickly, supported by POS that adds instant impact and digital assets that keep the story moving online. Internally, the campaign gives Taylors a shared language for trade conversations and future campaigns. In short, it’s shifted from “a promotion” to a simple way for centres to engage customers across multiple planting seasons.
