Agency: DentsuMB UK & The Story Labs
We needed a strategy to help woodcare brand Ronseal respond to the opportunity. With the demand for helpful, easily digestible content on the rise, we saw that our campaign didn’t need to be a standard advertising campaign. It could take a different shape entirely.
Working with fellow dentsu agency The Story Lab, dentsuMB partnered with Channel 4 to create a new advertiser-funded TV programme. Ronseal Presents…The Great Garden Revolution was born.
The four-part series featured a team of new gardening talent who showed off their transformational ideas, while Ronseal played a leading role as its products were integrated into the programmes to show how easy they make every task.
The series was a huge hit, reaching 845,000 viewers on average. The resultant surge in brand awareness and consideration helped Ronseal to drive sales at levels well above the pre-pandemic norm.
The programme has been so successful that a new series is in the pipeline with Channel 4 for 2022.