Case Study: Benary revitalizes BIG Begonia marketing with BatesMeron Sweet Design

Benary refreshes BIG Begonia with BatesMeron Sweet Design in 5 years

Benary, a company with over 170 years of experience producing ornamental plants, found that their traditional, catalogue-like publication for their BIG® Begonias was losing its appeal with audiences, especially younger growers. They approached the vendor, BatesMeron, seeking to revitalize their brand and create a more engaging way to connect with their consumer base.

BatesMeron developed a "Do It Yourself" concept titled "Do it BIG," which shifted the publication from being purely instructional to being experientially focused. The agency created a magazine filled with fun, simple DIY projects for the begonias, which they researched, built, photographed, and designed in-house. The solution was a major success at the annual California Spring Trials, drawing in countless new consumers and generating significant publicity for Benary's product.

Benary