BUSINESS TO BUSINESS

SOLUTION:
Baker Creative was selected to help Benary communicate the value of these new versatile products, such as Ptilotus Matilda, to drive brand awareness, educate, and attract a larger market share to attract niche and younger audiences to increase interest. They wanted to offer cut flowers and bedding plants to widen the demographic and geographic footprint. We researched core audiences that were key in crafting the right message, insights, imagery, and positioning within their brand standards.  A logo and a simple photo were provided, and we breathed life into the concept through photo illustration, copywriting, and graphic design. We worked on a creative solution for a way to break into the box retailers, florists, bridal, party planners, and landscapers while still maintaining its base of growers and independent garden centers. The AmericanHort’s Cultivate is one of the nation’s largest horticultural shows. We researched and assessed millennials’ and young gardeners’ shopping habits, customer journey, psychographic influences, fashion, and emotional drivers to deliver a strong creative solution.

As a result, at the show, many guests and other brands mentioned how eye-catching, memorable, and beautiful the environmental exhibit was. The booth showed the versatility, artistry, and marketability from a B2B perspective while still speaking to a retail audience. A lot of tradeshow booth traffic, interest, and buzz were generated at the show, regarding the Matilida plant. As part of their team, we were able to contribute to the show, resulting in Benary acquiring the Walmart account and new business.

Award-winning campaign: