The document outlines a campaign partnership between a plant-based brand and an NGO focused on raising awareness of climate change. The campaign aims to trigger a societal movement in the Czech Republic called #Budlesapan (become a forest master) by creating a modified version of a well-known Czech song and sharing it on social media through influencers. This will educate viewers about climate change and empower them to visit a microsite to sponsor tree planting, with a goal of 500,000 trees over two months. The campaign strategy involves a hero song, sharing educational content, and empowering people to take action by buying trees and sharing.

1. OBJECTIVES & PARTNERSHIP
 Leading brand in plant-based products
 Looking for a long-term partner in CSR
activities and to drive brand equity
 NGO with an ambitious worthy cause in search of long-
term partners
 Aims to raise awareness of the crisis at hand and recruit
new site/app users
THE ULTIMATE GOAL
Inform the Czech society in an engaging way about the climate crisis and
its solution. Empower and motivate the Czech public to take action by
sponsoring tree planting in developing countries.

2. CONSUMER & INSIGHT
TARGET CONSUMERS: Eva and Petr
Eva and Petr have been dating for 3 years. They both are Millennials,
who strive to live sustainably. They try to recycle as much as possible,
they care about their health and wellness. Both are trying to limit their
meat consumption and Eva is thinking about becoming a vegetarian.
„I try to live healthily and sustainably. I am aware of the current affairs
and the climate crisis, but I find it is all too far away and intangible and I
am not sure how I could help. I do the basic stuff like recycling, but I
wonder if that is enough. Also, I doubt that my actions as of one single
individual will be enough to make a difference.“
THE INSIGHT

3. THE CHALLENGES AHEAD
 Untouchable & faraway problem
 Heavy message consumers might want to avoid
 Goal of a trillion trees planted is unimaginable
 Missing engaging and socializing features on current website
 Very ambitious Plant for the planet KPIs
OUR AMBITION
1) Kickstart a sustainable campaign for Plant for the planet CZ
2) Reach 500 000 sold trees in 2 months of campaign
3) Increase brand equity and awareness of Garden Gourmet brand

4. Jsem lesa pán
Go to jsemlesapan.cz
Garden Gourmet aims to trigger a societal
movement #Budlesapan by appealing to local
heritage through remaking a well-known song
„Hajný je lesa pán“ from a popular Czech fairy
tale.
CAMPAIGN IDEA
Become the master of the forrest
. . . And plant a shared future.
#Budlesapan challenge

5. Jsem lesa pán
Go to jsemlesapan.cz
OUR STRATEGY
HERO SONG
Garden Gourmet organizes
influencers singing
modified version of a
popular song „Hajný je lesa
pán.“ Modified version to
be written by Mr. Horáček.
SHARING &
EDUCATING
Hero song shared across
various platforms (IG,
selected radio stations)
and gains momentum.
Ambassadors educate
viewers about the
problem at hand.
EMPOWER TO ACT
Ambassadors invite
viewers to visit microsite,
sponsor tree planting
and share with their
network that they have
become masters of a
forrest with
#jsemlesapan.
For every 1 tree bought, Garden Gourmet adds one.
&

6. THE TOOLBOX
Use the product as a key
message communicator
The product #budlesapan
pack change
The #budlesapan
microsite
Build a CZ microsite to rid of barriers
of purchase. Site includes:
• Influencer song and content
• CZ goal, year-based
• Explanation about problem at
hand
• Tracking of progress
The #budlesapan
reward
Get personalized certificate and
unique merchandise for every
10 trees planted.
The influencer
#budlesapan song
Involve key influencers
connected/aware of the
cause to spread the
message, fuel socials with
content and engage
people
MEDIA mix
• Social media of Influencers (partially paid co-operation) and Social media of Garden Gourmet (paid media) Plan for the
Planet
• PR (mostly unpaid)
• Packaging
• Microsite

7. HOW WE FACED CHALLENGES AND
MEETING OUR GOALS
 Untouchable & faraway problem
 Heavy message consumers might want to avoid
 Goal of a trillion trees planted is unimaginable
 Missing engaging and socializing features on current website
 Very ambitious Plant for planet KPIs
OUR AMBITION
1) Kickstart a sustainable campaign for Plant for planet CZ
2) Reach 500 000 sold trees in 2 months of campaign
3) Increase brand equity and awareness of Garden Gourmet brand
Locally relevant
campaign with viral
potential breaking
down large goals
Need to be revised by
NGO

8. THE SUMMARY
TARGET GROUP
Environment and health-
conscious Millennials, who strive
to live sustainably.
„I am aware of the climate crisis, but I
find it is all too far away and intangible
and I am not sure how I could help. I
doubt that my actions as of one single
individual will be enough to make a
difference.“
THE INSIGHT
Garden Gourmet aims to
trigger a societal movement
#Budlesapan by appealing to
local heritage through
remaking of a song „Hajný je
lesa pán“ from a popular
Czech fairy tale.
THE
IDEA
HERO SONG
Create and execute hero song
with influencers connected to
Czech cultural heritage.
SHARING & EDUCATING
Share content and
educate through various
touchpoints.
EMPOWER TO ACT
Visit microsite, buy trees
and enjoy sharing and
being rewarded.
THE AMBITION
1) Kickstart a sustainable campaign
for Plant for planet CZ
2) Reach 500 000 sold trees in 2
months of campaign
3) Increase brand equity of Garden
Gourmet brand
OUR CAMPAIGN STRATEGY
.
THE TOOLKIT
Influencers and the
hero song.
Pack Microsite CZ Merch
THE KPIs
1) Kickstart a sustainable campaign for Plant for planet CZ
2) Reach 500 000 sold trees in 2 months of campaign
3) Increase brand equity and awareness of Garden Gourmet brand