Brand collaboration at RHS gardens and flower shows attracting big crowds.
With the summer holidays in full swing, the collaboration between The Very Hungry Caterpillar and the RHS is proving popular with visitors.
Inspired by the brand’s 50th anniversary – for which events and celebrations have been taking place all year – The Very Hungry Caterpillar-related events have been a feature of four RHS flower shows this year and are currently running in four RHS gardens for the rest of the summer.
Family sculpture trails, storytelling and creative workshops, themed picnics, craft activities, face painting, butterfly workshops and The Very Hungry Caterpillar-themed competitions and events supporting the schools educational programme have all been part of the summer fun, as well as fruit and vegetable garden areas, butterfly-friendly planting areas and appearances from The Very Hungry Caterpillar costume character.
At all four flower shows (RHS Cardiff in April, RHS Chatsworth in June, and RHS Hampton Court Palace and RHS Tatton Park in July) family trail leaflets directed visitors to signage points around the garden and impactful metre-high 3D trail fruit sculptures. A large The Very Hungry Caterpillar willow sculpture was also a stand-out feature at the shows.
Activity at RHS Tatton also include a caterpillar themed show garden with caterpillar-shaped bushes, butterfly-friendly flowers, a butterfly feeding station and bug hotels.
Licensed product – from licensees including Rainbow Designs, Robert Frederick and William Lamb – were featured in the shops at all four shows.
In addition to the RHS partnership – which is the biggest ever brand collaboration for the RHS – a number of other marketing, promotional and celebratory activities are underway or planned to mark the birthday year.
“It has been wonderful to see how these amazing activities have engaged and excited families and children across the UK this summer, highlighting one of the most successful children’s properties in the world as he celebrates his 50th birthday,” said Melissa Satterly, brand manager at Rocket Licensing.
“With the values of nature and playful learning at its core, The Very Hungry Caterpillar is uniquely suited to a collaboration with the RHS and we’re thrilled that this partnership with the world’s leading gardening charity has been such a big success.”