BBC Dig In
Located under BBC Big Screens in City Centres and at key gardening and consumer shows and in shopping centres, these 28 events in 2009 and 2010 offered visitors the chance to experience some of the key messages from the Dig in Campaign, notably sowing their own vegetable seeds, making plant pots from recycled newspaper, creating easy recipes from the produce and exchanging tips with other gardeners. Keystone researched and sourced an ice‐cream van which was ‘wrapped’ in campaign branding. We then went on to run the activities at the events ensuring maximum participation by the target audience; families with young children under 10.
We liaised with BBC Big Screen Managers to ensure that there was interactive content on the screens to coincide with our visits. These included the CBeebies Dig In song, Dig in Information films and camera relay allowing our young participants to see themselves live on screen.
We gave out over 100,000 each of 5 different seed packets, stickers and booklets, plus a further 50,000 recipe cards for the cooking phase. We liaised with the local BBC PR manager to ensure maximum publicity across regional media and fed back photographs and gardening tips from the events to the BBC website editor. We also liaised with the Gardeners’ World team to ensure maximum coverage of the van and our activities on BBC Two.
The summer events were followed in Autumn 2009 by shopping centre ‘I Can Cook’ roadshows, hosted by Cbeebies presenter, Katy Ashworth. In 2010, the events became even bigger with the addition of inflatable activity stations with interactive sessions led by Gardeners’ Question Time and Blue Peter Gardeners.