Archant’s national advertising agency, Mediaforce, came to the Westside Resident team with a slightly different brief for their client, Kew Gardens.
It was simple enough, they want to promote the IncrEdibles experience through the print title in the South West London area but it had to be highly creative.
Publisher Eddie Pearce pulled together a small team including Mediaforce’s Adrian Worsley, magazine editor Vicky Smith and editor-in-chief Vicky Mayer and collectively they came up with a proposal that including using the Richmond Resident front page, some editorial and finally a pineapple smelling page in the August edition of the Westside Resident.
The idea of the pineapple smelling page followed what Kew Gardens were doing and they loved the proposal and signed off within days, say the publishers.
So if you get your hands on an August Westside, go to the pineapple and scratch and sniff.
Publisher Eddie Pearce said: “This was a real team effort in coming with a campaign that was both different and exciting, involving our national sales house Mediaforce, our editorial team and Jane Chapman who from a production point of view was able to deliver what we required.”
