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To promote buying British Christmas trees we secured a place on Trafalgar Square's spare plynth for the 100 day countdown to Christmas. At 2 am a team member, stood for 1 hour entertaining passers by with his cries of Ho Ho Ho! whilst engaging consumers to take part in 'Don't Buy Fake Fir'.
The event made an impact in social media with a substantial Twitter following and coverage in the Evening Standard. Each year we help The British Christmas Tree Growers Association (BCTGA) increase its members’ sales and to establish the BCTGA as a respected Consumer Standard. Our campaign focuses firstly on the annual Christmas tree competition – the winner provides 10 Downing St with their tree. Secondly the ‘True Gardener’ campaign aimed at those in the gardening trade, which provides tips on increasing tree longevity and recycling. Finally the ‘Don’t Buy Fake Firs’ campaign encourages the general public to buy real trees at Christmas.
Last year the campaign resulted in a 6% increase in members’ sales with coverage across all media including Blue Peter, Woman’s Hour and The Guardian – audience reach exceeded 31 million. There was an increase in public awareness of the BCTGA and in the importance of buying a real tree.
See below the annual campaign and media coverage results