M&G Investments

For four years we have amplified M&G Investments’ title sponsorship of the RHS Chelsea Flower Show through annual campaigns which grow M&G’s brand reach and engagement year-on-year, directly increasing visitors to its website and followers on social media. 

This year, the M&G Garden, designed by James Basson, won the Show’s most prestigious award - Best Show Garden. Alex Ranson, M&G, Director Strategic Communications, said: “I am certain that, given the complexity of the story to this garden, the high quality of the coverage in the media this year has played a big part in James’s win.  Well done Kallaway.”

This result is due to our approach of developing campaigns that communicate M&G’s messages for its sponsorship of RHS Chelsea and the annual M&G Garden in fresh and imaginative ways, taking the story beyond the gardening pages into the wider press and across social media. Creative activations range from dresses made from 2,000 flowers to collaborations with the Chelsea Pensioners and even synchronised swimmers!

Central to the success of every show garden is the designer. We work closely with each of the M&G Garden designers to tell the story of their creation and how it reflects the sponsor’s themes. Designer Cleve West said: “I trust Kallaway to do a great job and represent my designs in the best possible way.  They understand the design process and how to talk about gardening in a manner that is both imaginative and inspirational.”  

Our activity has delivered record press coverage for M&G’s sponsorship, most recently generating over 395 stories across the media from Vogue Magazine and the FT through to a host of national and international broadcasters, providing a potential brand reach of almost 4bn. 
We broke new ground on digital with shareable social content which contributed to a 25% increase in web traffic to M&G and a growth of 40% more followers on Twitter and 120% more followers on Instagram.