Scott's Takes To The Air(waves) For New Birdseed Spot

Scotts/Songbird bird food ScottsMiracle-Gro is hoping that the recession will keep more Americans in their backyard this summer, and is launching its first TV ad for wild birdseed.

"During times of economic downturns, people tend to pursue activities they can do in their home," says a spokesperson for the Marysville, Ohio-based company. "And while it's a little early to know if more people will be filling their feeders this season, we're hoping they'll be interested in branded products."

The company will spend about $5 million on the ads. "There's no other TV advertising in the category," she says, "and because we have an ornithologist on staff researching the seed mix, we are able to make some pretty strong claims." In fact, this birdseed attracts twice as many colorful birds -- namely cardinals, goldfinches and indigo buntings -- as other foods.

advertisement

advertisement

The ad from ML Rogers, in New York, focuses on camouflaged scientists spying on backyard birds. It provides a way to bridge the overlap between gardeners -- Scott's bread and butter -- and birders.

It's a big market. Roughly one-quarter of U.S. households bought wild bird food in the last year, the spokesperson says. (The market is likely to be somewhat bigger, since that would not include people who are tossing out breadcrumbs and such.) Of these households, about half also own hummingbird feeders, and another quarter purchase custom mixes -- including suet and thistle -- to attract specific types of birds.

The product is available at stores like Walmart, the Home Depot and Lowe's. Ads are running on network and cable TV.

Next story loading loading..