• May 23, 2012

As part of its new "Goodness Grows Here" campaign, Odwalla is the initial exclusive sponsor for the launch of SAY Media's newest site, Gardenista.com.

Launched on May 23, Gardenista, an extension of Remodelista.com, the parent site of SAY's Living channel, is billed as an "online sourcebook for cultivated outdoor living." Its content, ranging from edible/sustainable rooftop gardening to backyard entertaining and outdoor design, is being overseen by editor Michelle Slatalla, who also writes a monthly etiquette column for Real Simple, and was formerly a New York Times and Time magazine columnist.

Odwalla -- which has the "goodness" theme in common with Gardenista -- will be the site's exclusive sponsor for its initial launch month, according to SAY Media president Troy Young.

Odwalla's sponsorship/campaign spans custom editorial content, including a series of videos and tutorials on urban gardening by Slatalla. The brand also has spotlight ads on Gardenista's home page and each content page of the site, as well as ads running across other sites in SAY's Living and Food channels (such as Cupcakes and Cashmere, Design Milk, Food52 and Smitten Kitchen).

Like other SAY sites, Gardenista is designed to connect brands with consumers through relevant content, integrated social media tools and a design that translates across platforms/devices, including mobile and tablets, says Young. The Living channel reaches nearly 43 million montly uniques, according to SAY.