B&Q

GARDENER OF THE YEAR

In its 111‑year history, the Chelsea Flower Show has only been cancelled three times — twice during the First World War and once in 2020 due to Covid.

That year, the UK lost its most cherished celebration of gardening. Yet for millions in lockdown, gardens became a sanctuary: a place to escape, create and cope.

With the nation turning to its outdoor spaces, there was a clear role for B&Q — the UK’s biggest supplier of gardening equipment and plants — to fill the gap. Creating a gardening competition that could be won from the safety of your own back garden, allotment or window box , turning the entire country into a gardening show.

Fronted by Jim Moir (aka Vic Reeves) with a tongue‑in‑cheek “mow‑tivational” launch, and supported by gardening experts Matt Childs and Humaira Ikram, the search for Britain’s best gardens began. Thousands entered, all vying for the Golden Trowel.

The campaign generated over 250 pieces of coverage, more than 2.5 million film views, and in‑store takeovers across 230+ B&Q stores. Plant and gardening product sales rose, and web traffic increased fivefold during the campaign.

Gardener of the Year returned for the next two years, with Prue Leith and Fred Sirieix joining as celebrity judges.