BETC London and KADŌ's Second Flowers Collection Inspires Everyone to Live Brighter

After selling well last year, KADŌ is back with an updated flowers collection for the amateur gardener and an inspiring campaign created with BETC London.

Nature does a lot of good. Extensive studies show that contact with nature makes us calmer and helps us concentrate, heal faster, live longer. Yet over the last twenty years gardens have become smaller. With access to gardens on the decline, it’s time to reclaim the city inch by inch, pot by pot, petal by petal, hashtag by hashtag.

Findings from the research the KADŌ team conducted show that people aspire to have gardens, yet they don’t always know or can get the full potential of their outdoor spaces. While most respondents admitted to being afraid of killing their plants, they also mentioned having flowers as a source of pride and well-being.

The KADŌ story

KADŌ is a truly consumer-facing brand for the traditionally unbranded gardening category. Japanese for ‘the way of flowers’, KADŌ signifies the balance and harmony the brand brings to consumers. The brand’s name and identity, as well as the launch campaign last year were developed by BETC London in order to appeal to the young, urban consumers.

Bringing a little bit of nature and joy into your life

In a category dominated by horticulture experts, KADŌ is perfect for time-strapped urban-dwellers who don’t have the space or knowledge for a conventional garden. KADŌ flowers are grown in a specially-blended soil that cares for each plant’s specific nutritional needs, so even the clumsiest gardener can keep them alive just by adding water every few days.

#HappinessIs

People are afraid of killing their plants, yet KADŌ plants are easy to keep alive. BETC London used this insight to develop a campaign reassuring struggling gardeners that they can do it, and providing them with inspiration on how. The new campaign showcases ingredients for a DIY urban garden in beautiful photos by Kristin Vicari. Simple yet striking photography empowers amateur gardeners to decorate their space with stunning vibrancy.  From windowsill to doorstep, any outdoor space have can become a happy place.

“After last year’s success we’re proud to launch a new KADŌ collection with an expanded product range and bigger distribution network. Working closely with BETC London, we wanted to create a campaign that would give consumers the confidence to enjoy a happy and season long successful plant experience,” says Isabel Almiro Do Vale, KADO’s Head of Marketing at Syngenta.

At the heart of the campaign, the KADŌ Instagram lookbook features four sets of content, each occupying a colour-coded block. With clean wooden textures and a warm range of browns, ‘The chic city balcony’ exhibits a DIY aesthetic inspired by the maker movement. ‘The curated space’ is angular, minimal, constructed with raw materials and minimal styling. ’The easy case escape’ is comfortable and practical, in shades of green, while ‘The welcoming doorstep’ is inspired by the modern English town house with a splash of warmth. The photographs showcase authentic moments where people are enjoying their gardens.

“We found that people actually aspire to have gardens, yet they are afraid of failure. This campaign not only inspires them with beautiful imagery, but also reassures them that they can keep their plants alive. Let’s bring more nature into our lives!” says Rosie Bardales, Chief Creative Officer, BETC London.

BETC London worked with Kristin Vicari, a young photographer based in London and Paris who is particularly skilled in using natural light to create modern compositions and has a personal interest in flower photography.

Aside from the Instagram lookbook, the campaign entails print, OOH, paid social and consumer PR. The new KADŌ collection is available at selected Waitrose, Dobbies and Klondyke locations. #HappinessIs