The campaign, by media agency Mediaedge:cia, was based on initial research by the supermarket that found 10% of children had no idea that potatoes and carrots could be grown in a garden.
The supermarket says that the campaign, which has celebrity gardener Diarmuid Gavin as its figurehead, has changed children’s understanding of fresh produce and integrated growing into the national curriculum, as well as growing its profits.
“Let’s Grow” offered a community engagement programme via a voucher redemption scheme that provided schools with gardening equipment and seeds and it was backed by a national advertising and direct marketing campaign.
The campaign was also handed and IPA Gold award and a special prize of Best Integration.
Other Gold Awards went to DLKW for its Halifax campaign and WCRS for Cycling Safety, Transport for London.