Maxicrop.

With a rich heritage spanning decades, Maxicrop has long been known as a trusted name in British gardening, thanks to its powerful, sustainable seaweed-based biostimulants. But as gardening habits evolve and a new generation of green-fingered enthusiasts emerges, the brand recognised the need to modernise while staying true to its roots. In spring 2025, Maxicrop was set to unveil a fresh new rebrand to re-energise its positioning, broaden its appeal, and educate gardeners on the benefits of liquid seaweed – and that’s where we came in! Having previously worked with SBM Life Science (the group behind Maxicrop) on projects for its wider brand portfolio including Phostrogen and Baby Bio, the team returned to Honest Communications to support the relaunch and deliver meaningful impact across both trade and consumer media.

Raise the consumer profile of Maxicrop, focusing on the brand refresh

Introduce Maxicrop to a new generation of gardeners and begin building brand loyalty

Educate customers on the key benefits using liquid seaweed in the garden

Encourage retail buy-in by securing trade coverage

To support Maxicrop’s exciting new chapter, we implemented a strategic press office campaign designed to engage both consumer and trade audiences. At the heart of the activity was a robust media relations strategy, which positioned Maxicrop’s rebrand as a fresh and relevant offering for modern gardeners, while also highlighting the brand’s strong heritage and the science-backed benefits of seaweed-based gardening products.

We carefully targeted top-tier national, lifestyle, gardening, and trade titles with tailored pitches and storytelling angles, securing high-impact editorial features that introduced the refreshed look and messaging to a wide audience.

To complement the outreach, we coordinated product sampling with trusted reviewers and influencers, resulting in authentic, first-hand recommendations that helped build trust and visibility among new customers, and coordinated competitions with leading publications to get the product into the hands of gardeners.

Expert advice pieces and thought leadership content were developed to educate gardeners on the advantages of using seaweed in their gardening routines, establishing Maxicrop as a go-to source of knowledge and credibility in its field.

This integrated approach not only amplified awareness of the rebrand but also laid strong foundations for long-term customer loyalty and retail confidence.

In just six months, we delivered some impressive results (if we do say so ourselves!), generating 78 pieces of coverage across print and digital media. This coverage reached a potential audience of over 383 million people, significantly raising Maxicrop’s profile among both new and existing gardening audiences alike.

Of the total coverage achieved, a remarkable 94% was agency-generated, demonstrating the strength and consistency of our proactive media relations. A sizeable 38.5% of coverage appeared in platinum or gold tier titles, including some of the most respected names in gardening and lifestyle media.

High-profile national features included full-page editorials in The Sun and The Independent, while key consumer gardening titles such as Homes & Gardens, House Beautiful, Modern Gardens, Ideal Home, woman&home, and Kitchen Garden also showed Maxicrop some love. That’s not all – we also secured pieces in national newspapers The Guardian, Daily Express, and Daily Mirror, as well across regional papers across the country.

To further boost consumer engagement, we ran coordinated competitions with The English Garden, Grow Your Own, Modern Gardens, Kitchen Garden and The Sun, successfully getting products into the hands of enthusiastic gardeners and driving awareness among target audiences.

Our campaign not only helped reposition Maxicrop for a new generation but also ensured its voice remained strong and credible among its loyal customer base and the wider gardening community.