4media group recently worked with Fiskars on their gardening campaign after research showed how much (or how little, in some cases) us Brits know about keeping our outdoor havens up to scratch for the summer months ahead.

To discuss this, James Wong, botanist and broadcaster, joined us in the studio, giving advice to listeners on their gardening mishaps.

The Campaign

Fiskar's research, conducted by our in-house research division Atomik Research, revealed that the average Brit will spend 12 hours a week in their outdoor space during the summer months, with 85% determined to roll up their sleeves and get out in the garden as the weather gets warmer. But as millions of Brits prepare to get their gardens “summer ready”, the research has revealed how clueless we are when it comes to our outdoor spaces.  

It seems that killing grass with paddling pools and trampolines, cutting through cables on lawn mowers and even watering plastic plants are among the common gardening faux pas Brits are set to carry out this spring. 

With nearly a quarter of Brits not knowing the difference between weeds and flowers, it’s unsurprising that a lack of knowledge (18 percent) and not having the right equipment (17 percent) emerged as the reasons why we don’t have pristine gardens.


The broadcast day was a great success gaining 116 pieces of coverage, including 44 BBCs. Highlights included the Georgie Spanswick syndicate network, BBC Scotland, BBC Norfolk, BBC Three Counties and many more!


Coverage Highlights