This spring, Hornbach urges gardeners to let nature do the work
Poor gardening practices like over-watering and relying on pesticides can be terrible for the environment
Hornbach, the European gardening center chain, is celebrating the return of spring with a spot that both celebrates the joy of gardening and encourages gardeners to take up more sustainable habits.
While gardening can be a great way to restore local ecosystems, the pursuit of a pristine lawn can lead to bad habits that make it less attractive to bees and other pollinators. Alongside creative agency Heinbat/TBWA, Hornbach wants to encourage gardeners to let nature take its course.
The brand commented: “Amid long-standing droughts, water shortages, climate change and rapidly decreasing numbers of birds and insects, Hornbach believes the time has come to fundamentally correct the image of a perfect garden and to inspire gardeners to let nature take over – and be amazed what their gardens can do on their own – for the most beautiful seed mixture has always been chance.”
The campaign is being launched throughout Europe with TV, social media, digital, DOHH, print, ambient and point-of-sale advertising.