Apr 5, 2025

Proven Winners expands billboard campaign for spring

Proven Winners has launched its spring billboard campaign to boost brand visibility and drive traffic to garden centers during peak planting season.

The initiative includes five billboard designs across 22 U.S. markets, expected to generate more than 104 million impressions. The designs were refined using digital eye-tracking technology to ensure clarity and brand impact. Impressions were calculated using traffic data and one view per vehicle.

In addition to traditional billboards, Proven Winners is reintroducing a weather-triggered campaign in 31 U.S. markets. Ads featuring top-performing varieties, including National Plants of the Year, appear when temperatures reach seasonal thresholds—65 degrees in the East, Midwest and West, and 75 in the South—encouraging consumers to start planting.

Canada’s campaign, running April through June, includes digital billboards in 18 markets in both English and French. Messages feature a “Grown in Canada” logo to support local greenhouse producers and assure consumers their purchases benefit Canadian businesses. Proven Winners is working with Toronto-based Pattison Outdoor to deliver these localized campaigns.

Proven Winners is also promoting the “Grown in Canada” message through Local Gardener magazine, social media and a new webpage that highlights Canadian greenhouses, trial gardens and regional plant recommendations.

“This strategic campaign is designed to bolster brand awareness and increase sales at garden retailers during the peak planting season,” said vice president of sales and technical services Troy Bettner.