A Joyful Rebellion Launches at the 2026 Garden Press Event

Sipcam Home & Garden is proud to unveil A Joyful Rebellion, a bold new ecofective® campaign designed to inspire the next generation of gardeners to get outside, get growing, and embrace gardening in their own way. Launching officially at the Garden Press Event on 17th February 2026 at the London Business Design Centre, the campaign marks a fresh, energetic direction for the eco-friendly brand.

At the heart of this movement is Lee Connelly AKA The Children’s Gardening Coach, who steps into the role of Rebel in Chief. As the face of the campaign, Lee will champion a new wave of gardeners who aren’t afraid to break the mould, get their hands dirty, and grow with purpose. His mission is simple: rally the nation to join #AJoyfulRebellion and rediscover the fun, freedom, and fulfilment that gardening can bring.

A Tribe for Gardeners Who Don’t Follow the Rules

A Joyful Rebellion isn’t just a campaign, it’s a movement. ecofective® is calling on gardeners and future gardeners who want to do things differently. Those who care about the planet. Those who believe in small acts with big impact.

ecofective® stands proudly as the brand for the bees, the beginners, the balcony growers, and the planet protectors. With warmth, purpose, and a spark of rebellion, the brand is building a tribe, rooted in emotional loyalty and shared values. This is gardening with meaning: pride in doing the right thing, and hope for what’s still possible to protect our planet.

A Year of Action, Energy, and Engagement

Throughout 2026, A Joyful Rebellion will come to life across social media, in schools, and at community events nationwide. Highlights include:

• Live Joyful Rebellion events - led by Rebel in Chief Lee Connelly

• School engagement activities - including photo submissions and interactive educational games

• Giveaways of ecofective® products

• A Truth or Dare gardening game - debuting at the Garden Press Event and shared with influencers to spark social buzz

• 2,000 Pollination of the Nation seed packets - distributed to encourage families to grow with purpose and support pollinators, with the ambition to supply enough seeds to turn 300 parking spaces green!

These initiatives build on Sipcam’s ongoing commitment to eco-friendly gardening via the Pollination of The Nation initiative and its mission to help families reconnect with nature in meaningful ways.

Join the Rebellion

Sipcam Home & Garden invites all attendees of the Garden Press Event to visit stand H172 to meet Rebel in Chief Lee Connelly and the ecofective® campaign team. Discover how you can join #AJoyful Rebellion and help spark a greener, bolder gardening future.