Miracle-Gro owner wants CRM to blossom with Flourish

Evergreen Garden Care, one of the world’s leading garden care companies, is aiming to deepen consumer relationships and unlock long-term value across its portfolio of products with the appointment of Bristol agency Flourish to handle its CRM business.

The agency will support Evergreen’s suite of household name brands, including Miracle-Gro, Tomorite, Substral, Fertiligène, Scotts and more, with strategy, planning, technical activation and creative development.

After recently appointing VCCP as its UK brand advertising agency, Evergreen needed a partner to help leverage its CRM database effectively and build loyal, high-value consumers through data enrichment and creative engagement. The brief with Flourish will cover the UK, Europe and Australasia.

The account was secured through a competitive pitch and was facilitated by consultancy Booster and Flourish will plug into Evergreen’s other agencies, ensuring the company can work with its partners holistically.

Flourish will also collaborate closely with Evergreen’s digital and brand teams, with the aim of identifying the most effective channels for engagement, enabling the business with new ways to capture first-party data, and define the priority information required to power future segmentation, personalisation and revenue growth.

Evergreen Garden Care group head of digital Jo Weston said: “We’re absolutely delighted to be partnering with Flourish.  From the very first meeting, the team’s energy, curiosity, and collaborative spirit really stood out. They demonstrated a brilliant understanding of both our consumers and categories, backed by strategic thinking and creative flair.

“The chemistry between our teams was instant, and it’s clear that we share the same ambition to build more personal, meaningful connections with gardeners everywhere.”

Meanwhile, Evergreen group digital content manager Dan Walford added: “Having Flourish join us marks a hugely exciting step in our CRM journey. What’s impressed me most is how quickly they’ve immersed themselves in our world – they’ve hit the ground running with real purpose and positivity. It’s clear we’ve partnered with a team that not only understands our ambition but is perfectly placed to help take our CRM activity to the next level.”

Flourish managing director Ian Reeves concluded: “Evergreen offers a huge range of trusted products, and our mission is to establish a market-leading CRM programme, positioning its brands as the global go-to for green fingered consumers.

“We will ensure every part of the customer journey provides tangible value for gardeners through relevant, impactful creative and drive increased value and loyalty in the Evergreen customer base. We look forward to working with Evergreen, whose passion for improving the customer journey was palpable.”