Penguin Random House Children’s has hired Riot Communications to support the development and delivery of a socially impactful campaign to mark 120 years of the much-loved children’s brand Peter Rabbit.
On behalf of Frederick Warne & Co. (owners of The World of Peter Rabbit™), Riot Communications has been working alongside Penguin Random House Children’s and non-profit garden designers Grow2Know CIC on a partnership that will see three Peter Rabbit-inspired community garden makeovers take place between now and 2024.
The Grow With Peter Rabbit initiative will draw on Peter Rabbit’s playful nature and bring the benefits of gardening and spending time in nature to families across the UK. The three gardens and a series of bespoke How-To videos – for families to follow at home – will be designed and delivered by Grow2Know’s founders, including: semi-professional footballer, community activist and TV presenter Tayshan Hayden-Smith, garden designer and TV presenter Danny Clarke (aka ‘The Black Gardener’), and Ali Yellop, agriculturist, chef and herbalist.
The first community garden is in development in a disused plot attached to a primary school in Kensington: the borough in which Grow2Know was founded in response to the Grenfell Tower fire tragedy in 2017, and where Peter Rabbit’s creator, Beatrix Potter, was born. It will be opened in Summer 2022 and available to pupils and the wider local community for workshops and events.
Families across the UK will be encouraged to Grow With Peter Rabbit from home during National Children’s Gardening Week 2022 (28th May to 5th June) when the How-To series will be released via www.peterrabbit.com. Supporting the campaign on social media will be TV presenter and farmer JB Gill and married couple Jake and Hannah Graf MBE, named by the Guardian as one of the UK’s most influential LBGTQ couples. Their families will be joining in to demonstrate how easy and fun it is to grow your own vegetables at home, using simple, upcycled objects and a packet of seeds.
Katy MacMillan-Scott, Director, Riot Communications, said: “This was a dream brief for us: to take a much loved, heritage brand, and to develop its core values – of mischief, of play, of the joy of being in nature – into a collaboration with integrity, legacy and real-world social impact. It’s been a joy to work with the hugely talented teams at Penguin Random House Children’s and Grow2Know to develop this campaign, and we cannot wait to see the final garden reveal. In the meantime, we hope families across the country will get growing with Peter Rabbit this May.”
Izzy Richardson, Global Brands Director, Penguin Random House Children’s, said: “As custodians of The World of Peter Rabbit and publisher of Beatrix Potter’s tales, we’re in the unique position of being able to use Beatrix Potter’s timeless stories to affect change and drive positive, social impact. We were both encouraged and impressed by Riot’s credentials in this area and felt confident they were the right partner to work with on this important and exciting campaign. We are really proud of what we have managed to achieve together, and the team at Riot have been collaborative and supportive throughout.”
To find out more, get inspired, sign up for video content and grow with Peter Rabbit, visit www.peterrabbit.com or follow @officialpeterrabbit on Instagram and Facebook.