Viridea has renewed its partnership with Melismelis, entrusting the agency with the development of its 2026 communication plan. The project combines media strategy, creativity and influencer marketing with the goal of strengthening the brand’s visibility and driving traffic to its Garden Centers.
The media plan adopts a multi-channel approach, combining digital advertising and out-of-home campaigns across platforms such as Spotify, DOOH networks, search and social advertising. The strategy has been designed to effectively reach the local areas where Viridea operates its Garden Centers.
Alongside media planning, Melismelis developed the creative concept "Live Your Nature", which will serve as the communication platform throughout the year and be adapted to the brand’s key commercial periods. The concept is designed to highlight Viridea’s different areas of expertise—gardening, outdoor living, pet care, home and wellbeing—placing the relationship between people and the spaces they enjoy every day at the heart of the narrative.
The collaboration between Melismelis and Viridea began in 2024 with the campaign supporting the launch of Christmasville and has since continued through a range of communication and brand enhancement projects, including support for the opening of the new Garden Center in Carate Brianza. With the 2026 communication plan, the partnership takes another step forward through an integrated strategy designed to support the brand’s growth and strengthen its recognition across its key markets.