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Brit. Christmas Tree Growers Assoc.

Our Work > Case Study
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Brit. Christmas Tree Growers Assoc.
Increasing national sales of British Christmas Trees

CHALLENGE. Increase sales volumes of British Christmas trees 

INSIGHT. The 6% share of fake Christmas trees increases year on year

SOLUTION. We secured a place on Trafalgar Square's Fourth Plinth for the 100 day countdown to Christmas. A team member stood for 1 hour entertaining passers by with his cries of Ho Ho Ho! whilst engaging consumers to take part in the Don't Buy Fake Fir campaign. Each year we help increase UK sales and to establish the trade body as a respected Consumer Standard. Our campaign focuses firstly on the annual Christmas tree growers' 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 encouraging consumers to buy real trees at Christmas.

RESULT. The event made a substantial Twitter impact, London Tonight reported live and coverage in the Evening Standard followed. 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.