DLKW wins £2m brief for Evergreen fertiliser

Delaney Lund Knox Warren has won the £2m advertising business for Evergreen, the lawn fertiliser brand manufactured by Scotts UK, after a three-way pitch against incumbent BMP DDB and branding and communications business Sandom Group.

Delaney Lund Knox Warren has won the &£2m advertising business for Evergreen, the lawn fertiliser brand manufactured by Scotts UK, after a three-way pitch against incumbent BMP DDB and branding and communications business Sandom Group.

The win sees the business return to DLKW two years after it was consolidated into BMP. The bulk of the &£7m account, including Scotts’ other key brands, Miracle Gro and Weedol, will remain with BMP DDB.

Scotts UK was understood to be keen to take the brand back onto TV, which DLKW did for the first time in 2000. That campaign was aimed at enthusiastic gardeners who do not consider themselves experts, and focused on how easy the product is to use.

Scotts also brought in sports presenter Des Lynam to promote Miracle Gro, although he was dropped when the brand was moved to BMP (MW August 24, 2000).

DLKW business development director Alex Kuropatwa describes the win as “satisfying”. It follows a number of new business wins for the agency, including the &£6m account for Campbell’s-owned brand Batchelors, and the &£12m business for the relaunch of the Vauxhall Astra (MW September 11).

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