CHANNEL 4 PARTNERS WITH RONSEAL TO LAUNCH NEW PRIME TIME GARDENING SHOW
We are thrilled to announce, Channel 4 and Ronseal are joining forces this spring to inspire the nation through a new primetime gardening TV series produced by Rumpus Media: Ronseal Presents…The Great Garden Revolution…
The four-part Branded Entertainment series will show viewers how to prepare their outdoor spaces for the warmer months ahead, at a time when we appreciate them more than ever and they have become vital to our wellbeing.
Filmed with a fast turnaround to showcase the areas of viewers’ gardens they can work on during the same week of broadcast, The Great Garden Revolution will feature inspiring makeovers for gardens of any size or shape – all tailored to the season. The partnership sees Ronseal’s leading wood stain, paint and preservative products placed throughout the series.
Each episode comes from a different domestic garden around the UK where a team of experts – designer Joel Bird, ecological gardener Poppy Okotcha and craftsman Bruce Kenneth – will harness their expertise to transform that week’s garden.
Ronseal is famous for being a straight-talking brand that ‘Does Exactly What It Says On The Tin’. The new series reflects this no-nonsense attitude, providing the audience with a variety of tips, builds and ideas they can put into action straight away, with the team also encouraging viewers to share pictures and videos of their efforts with the show, to be featured in the following week’s episode.
The Great Garden Revolution also features a celebrity guest each week who will show off their own garden and demonstrate their bespoke hacks.
The new series has been commissioned by Channel 4’s Clemency Green, Commissioning Editor Daytime and Features and Tim Hancock, Commissioning Editor Factual Entertainment. Working closely with 4Sales, the project is managed through a collaboration created by Dentsu agencies BJL and The Story Lab. BJL is Ronseal’s strategic and creative agency, while The Story Lab managed the development and commissioning process with Channel 4. The Story Lab will also distribute the series internationally.
The Great Garden Revolution is being made by Rumpus Media. The executive producers are Fintan Maguire and Emily Hudd.
Sophie Lloyd, Branded Entertainment & Creative Leader, Channel 4 said: “We’ve really enjoyed collaborating with Ronseal on The Great Garden Revolution. The series builds on our strong track record in creating quality Branded Entertainment that our viewers love which deliver for brands who benefit from the positive impact of being integral to a Channel 4 show.”
Jane Ryder, European Marketing Director at Sherwin Williams, Ronseal said:
“Ronseal is always looking for ways to help people get their DIY jobs done easily in a simple, no-fuss fashion. That is why our products do exactly what they say on the tin. We jumped at the chance of working with Channel 4 and Rumpus on this new series as it is another way to help the nation’s gardeners by providing tips and advice within an inspiring programme format.
“Our presenters Joel, Poppy and Bruce will be demonstrating all the gardening hacks and ideas that people might never have thought of. This is about celebrating the can-do attitude of gardeners and DIYers across the country by showing how you do it in a straightforward simple way, which is what Ronseal is all about.”
Fintan Maguire, co-executive producer and Director of Factual at Rumpus Media, said:
“After a year of locking down and staying home we are all more appreciative than ever of our outdoor spaces. So, it’s a great time for a gardening revolution and a new series that is full of practical content that we can all do. With a makeover at the heart of each show, our exciting expert line-up will be inspiring us with creative and sustainable ideas for both the beginner and the more experienced gardener.”
Julie Chadwick, Managing Partner at BJL, said:
“This partnership is a great example of a brand being built into the fabric of a programme through genuine collaboration between Ronseal, its agencies, the broadcaster and the production company.
“The power of big ideas like this is that they live longer in the minds of viewers than the media plan so it’s exciting to be able to launch this new series and continue innovating in the brand’s use of new media formats.”