Perrywood Garden Centres is one of the UK’s most loved garden centre brands, and it’s still growing.
Their marketing challenge
With three garden centres and a 70-year legacy, Perrywood had built a business that people loved visiting. But even a brand this strong wasn’t immune to modern challenges.
Hannah, who leads the marketing, had done an incredible job elevating the in-store experience. But driving year-round footfall, engaging new audiences online, and making sense of paid media? That’s where things got tricky.
They’d dipped into CRM and had started building a better email strategy, but there was nothing solid in place to attract new customers at scale. That’s when we met. First via the podcast. Then in person.
And it was clear: Perrywood didn’t just want marketing. They wanted a plan.
Getting creative
To capture Perrywood’s story properly, we had to see it for ourselves.
We visited all three sites: Tiptree, Sudbury, and Buxhall, and spent a full day capturing photos, video, drone footage, and voice-to-camera interviews with the team. We poured the heart of the brand into a brand film and worked with the catering team to design the menu for the new 200-seater Sudbury café.
We told stories about afternoon teas, about heritage, about the joy of a coffee and a walk among the plants. From brand films to digital assets, our creative strategy aimed to bring the full Perrywood experience online.
And yes, we even filmed the steam rising from a freshly poured cup of tea. Because details matter.
The results (so far)
With strong creative and a clear plan, the results soon followed.
Google Ads were reintroduced after a two-year gap, with hyperlocal campaigns focused on real search terms like “garden centres near me” and “afternoon tea Sudbury.” We used Perrywood’s CRM insights to push profitable categories like gift vouchers and dialled in Demand Gen campaigns to make use of new YouTube creative.
Across Meta, we built full-funnel, location-specific campaigns that highlighted the unique experience at each site. Our store location ads opened maps directly to each garden centre.
And it worked.
- New users on the website are up over 1,000% year-on-year
- Footfall has increased noticeably across sites
- Afternoon tea ads are driving real-world purchases
- Meta impressions and video views are in the hundreds of thousands
- Clickthrough rates are nearly double the industry benchmark
- Impression share is strong across non-brand Google search terms
- More importantly, Perrywood now has a consistent strategy, not just campaigns. Meta spend has quadrupled, results are tracked, and new creative is planned monthly to match their seasonal calendar.
We’ve worked with a lot of garden centres, but this might be the only one that’s ever complimented us on a tea-pouring shot.
It was a tiny detail, but it summed up what makes Perrywood special. The warmth. The attention to detail. The joy of being there.
From capturing drone footage to collaborating on printed menus, working with Perrywood has been a full-circle creative experience, and a true partnership in every sense.
See our other Home & Garden stories
We enjoy working with Evergreen. They are creative and enthusiastic and always deliver on their promises.
Hannah Powell
Perrywood Garden Centres
