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Woolworths kicks off Discovery Garden

Woolworths kicks off its garden collectables campaign today at stores across the country and online, with an extensive marketing campaign and website to draw in consumers

The green campaign is designed to encourage shoppers to grow their own fresh produce, with 24 varieties of vegetable, herb and flower seeds available to collect including thyme, basil, spinach, carrots and pansies.

Customers have the option to collect a seedling kit with every $30 they spend in store or online, while stocks last.

Woolworths is also using the opportunity to encourage more fruit and vegetable purchases, with a bonus seedling kit offered when customers spend $15 on fresh fruit and veg in a $30 shop in-store.

The retailer has launched an aggressive marketing campaign to support Discovery Garden across TV, radio, press and digital, alongside social media influencers and out of home advertising including street furniture.

Woolworths has even integrated Google Home into the program to provide tips throughout the growing process.

A Discovery Garden website is now live to advise shoppers on growing the seedlings, and with recipes that incorporate the fresh produce, and there is a free interactive growth chart and learning book offered in-store and online.

“As the fresh food people, we have a role to play to engage families and empower Aussies of all ages to understand how their food grows,” Woolworths Group chief marketing officer Andrew Hicks said.

Hicks said the team at Woolworths have been working on this “community campaign” for the last 12 months.

“Providing solutions, helpful tips and content as well as driving community and school engagement to deliver on fresh food educational outcomes is also incredibly important to us,” he said.

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