We turned packets of seeds into a media touch point. By turning the garden into a fun, entertaining place to learn about the environment, kids could try their hand at growing food for real. The dirtgirlworld brand promotes sustainability and healthy eating – so we created a branded activity for kids and parents to directly engage with these brand values. Never before have natural seeds come with such fun growing instructions. We used the point of sale media of the packets themselves to drive traffic to the app, which lived on iTunes App store. As well as driving traffic to the experience via Facebook and dirtgirlworld.com

We used the app and seeds to launch World Planting Day, which saw hundreds of Australian schools respond by adopting the idea for education. dirtgirlworld has even seen Clarence Valley Council in Australia adapting their waste management project and branding all their recycling waste trucks with messages to get local kids growing their own food and sustainable thinking. The response to this activity has helped the dirtgirlworld brand grow beyond the TV screen and into gardens and schools. The mobile app has helped dirtgirlworld pick up a digital Emmy.