Arena unveils tasty campaign for Kew IncrEdibles

Scented Supplement Promotes Kew’s Incredible Edible Plants Festival –

London, 25 July 2013. Media planning and buying agency, Arena, has unveiled a scented supplement to promote Kew Gardens’ IncrEdibles festival this summer, which aims to educate the public about incredible edible plants.

Four pages within the 8-page supplement – running in three local papers near Kew Gardens on Friday 26 July – will be scented with the smell of pineapple.

The local-minded initiative is appearing in the Richmond Resident, Hounslow Borough Chronicle, and Ealing Gazette.

Chris Armond, Group Business Director at Arena, said: “This deliciously original campaign gives readers a taste (or a sniff) of the delights in store for them at Kew this summer. By targeting local residents and families, we will encourage Kew’s next door neighbours to come and experience the incredible edibles, which are right under their noses, for themselves.”

Marie Ganas, Marketing Manager at Kew Gardens, added: “At Kew Gardens there are experiences on offer to tantalise each one of the senses. The activities and sights at Kew this summer are far from the ordinary, and this scented supplement perfectly reflects this.”

The festival includes a Tutti Frutti boat ride with Bompas & Parr, a Rose Garden Tea Party with edible plants growing on plates, and a Global Kitchen Garden – home to over 90 edible plants – to explore. The festival is running until 3 November.