Kew Royal Botanic Gardens has appointed Kindred, following a three way pitch, to handle its Grow Wild campaign.
Set to run until 2017, the Grow Wild campaign is a Lottery-funded brief that will engage a youth audience in wild flowers.
Claire Hyde who manages the marketing and PR for the programme said: “Grow Wild has the potential to make a real and lasting impact. We want people to get together right across the UK to take part, have fun and brighten the places they live. We want to inspire real engagement and also to communicate why wild flowers are so important and how we can help them.”
Kindred will handle PR, partnership marketing, social media and digital.
Ruth Kieran, managing partner at Kindred, added: “We will be working with Kew to create a dynamic mass-participation campaign to inspire people around the UK to sow and grow wild flowers. We want everyone to have the chance to get involved and play a part in the campaign's success, and we are absolutely delighted to have the opportunity to be part of this fantastic movement.”
Grow Wild will encourage people around the UK to sow, grow and support UK native wild flowers.