Scotts – Media and lobbying campaign

Purpose
Scotts, the world's largest garden products company, was subject to an aggressive 'Bog Off Scotts!' campaign by environmental groups keen to stop peat extraction in the UK. It was necessary to influence key stakeholders to support Scotts in its negotiations with English Nature and the Government.

Approach
Scotts was armed to go into discussions with supporting materials including a specially commissioned film about peat and its alternatives, positioning statements and Q&As. A 24/7 press office was set up and a press event held at the Scotts' research centre to highlight its commitment to alternatives.

Result
In 2002 a £17m deal was made between Scotts and English Nature for two of Scotts' peat bogs to become nature reserves while extraction continued on a third until 2004. Scotts' commitment to peat alternatives was extensively reported and the company was clearly positioned as a leader in this new market.