Le Chameau Partners with The Lady Garden Foundation to ‘Give the Boot to Cancer‘

Launching during Ovarian Cancer Awareness Month (OCAM - March 2022), Le Chameau and The Lady Garden Foundation teamed up for the release of the new Iris Rose Garden boot collection, in their iconic Rose colourway and new Chelsea Boot and Bottillon styles, where 10% of the sales were donated to the charity with every purchase made. 

Working with three incredible women, all of whom had their own tie to either the gardening industry that Le Chameau is famed for, or gynaecological health which is at the centre of The Lady Garden Foundation’s mission - Le Chameau and The Lady Garden Foundation wanted to raise awareness for breaking the taboos on speaking about gynae health, and help raise money for the charity by doing so. American Viscountess Julie Montagu, Floral Artist and BBC Radio Presenter Hazel Gardiner, and Horticultural Influencer Rebecca Searle brought their own personality to the campaign and collaboration, and helped to communicate that this is a topic that more people should be aware of and talk about in their day to day life.

To build excitement in the lead up to the launch, we hosted an intimate media and influencer brunch at Petersham Nurseries on the 22nd February, 2022, where 17 media and influencers had the opportunity to learn about the collaboration and wider campaign, and why the two brands felt it was a natural fit to come together for the new product launch with speeches made by Le Chameau Marketing Director Georgina Kirby, and Lady Garden Foundation co-founders Tamara Beckwith and Jenny Halpern-Prince.

In addition, we developed a rose-themed creative mailer and seeded it out to 25 editor, influencers and VIP allies and to those who were unable to make the launch event.  Within the mailer we included a donation to The Lady Garden Foundation on behalf of each recipient, as well as a pair of boots from the collection, a handmade female body shaped candle, flower garden kit and an information card printed on reusable seeded paper with a call to action for everyone to reflect and check their own bodies.

To date* we have achieved a grand total of 25 pieces of editorial across publications including Grazia, Telegraph, Evening Standard, FT:HTSI, Daily Mail, Hello!, YOU Magazine and Marie Claire, resulting in over 125 million reach. As well as, 70 pieces of organic social coverage from Georgia Toffolo, Kelly and Camilla Rutherford, Get the Gloss, and editors alike resulting in over 5 million reach.

*as of 4th May 2022 – efforts continue until the Iris Rose Garden sells out