With the extension of the internationally successful brand campaign "Better the best. For nature. For you. For everyone." COMPO is getting hobby gardeners out of the winter doldrums even before the official start of spring and awakening anticipation for the coming gardening season with a surprising creation. 

Creative communication launch well before the official start of spring 

The communication launch in mid-February not only stands out from the usual communication rhythms of the gardening industry in terms of timing. From now on, COMPO's pre-season campaign with the slogan “turn grey into green” will encourage hobby gardeners to leave winter behind and start the gardening season straight away. Especially on COMPO's social media channels Facebook and Instagram and as part of the accompanying, broad-based influencer activation, garden owners and plant lovers will find creative, humorous and, above all, inspiring examples of how gray winter dreariness can finally be turned back into green life. Using COMPO products, influencers with a wide reach show how the garden can be brought out of hibernation as early as February and encourage their followers to join in using the hashtag #ausgraumachgrün (#turngreyintogreen). "We are convinced that the early, unconventional approach is attention-grabbing and has a lot of activation potential from which our retail partners can also benefit. However, the most important thing for us is to send out another creative signal that it is never too early to support nature and bring it back into our everyday lives," explains Stephan Engster, CEO of COMPO. 

Campaign success that combines social vision and responsibility  

COMPO's innovative pre-season push combines perfectly with the international 360° brand campaign that COMPO launched in 2024 and will take to the next level across Europe in 2025. COMPO's core message "Better the best. For nature. For you. For everyone." is a call and obligation for everyone to act in a holistic way for the environment and society and to give something back to our nature. From sowing the seeds to enjoying the harvest together, the spot and campaign kits celebrate the joy of gardening that connects generations in nature. "When we launched the campaign last year, we were aware that a communication offensive that focuses on our social vision and responsibility across Europe is risky. At the same time, the message, which consistently combines tradition and a promise of quality with the company-wide sustainability strategy, is more timely and important than ever. We are therefore pleased that ‘Better the best. For nature. For you. For everyone.’ has been so well received and has exceeded our expectations many times over,” says Engster. "’Better the best. For nature. For you. For everyone.’ will be continued throughout Europe in 2025 and expanded both quantitatively and qualitatively. While the focus in 2024 was still on the core message of brand communication, in 2025 there will be an additional focus on the product level," adds Claudia Maushagen, Head of Brand Strategy & Corporate Communication. 

Focus on user centricity and performance 

The brand campaign is being rolled out for the umbrella brand and successively for individual product categories and services. Whether at the best broadcasting times on traditional TV, on the best-known streaming services, daily on all relevant digital channels, at the POS or in selected print media and on large-format posters in highly frequented locations – the activating message will reach target groups across all age groups where they spend the most time and accompany them throughout the entire gardening season. “An innovative, data-driven approach optimizes user centricity and performance, especially on COMPO's digital channels,” reports Stephan Roth, Head of Digital. "COMPO's brand message is efficiently and specifically targeted in all European markets. This also ensures optimal support for our retail partners and customers throughout the gardening season," adds Engster.