PROJECT: Burpee Brand Extension
Identify and develop a new brand extension concept, logo and advertising campaign.
CONCERNS: To identify a minimal risk, natural extension with a solid USP and collateral.
SOLUTION: Burpee customers have very diverse, personal motivators and objectives in gardening their physical environment and aesthetic.
Statistics show that there were nearly 120 million gardeners in the United States as of the spring of 2017 (Number), and 35% of all households are growing their own food. A 2016 National Gardening Survey shows United States home and garden market reached $249 billion in 2017and steadily increasing (News). Research also shows that the gardeners that want to hire others to provide the service has more than doubled in in that same time frame (News). Statistics also show that the 55+ age groups have remained steady.
A natural, minimal risk extension to the brand would be to provide professional garden design and even landscaping services so they can make the most of their environment and motivation, using Burpee products, Burpee certified landscape designers and other professionals certified by Burpee and backed by nearly 150 years of horticultural experience.