We’re thrilled to share one of Monty’s proudest collaborations of the year: partnering with The Gates Foundation to tell the story of their Garden of the Future at this year’s RHS Chelsea Flower Show.
Designed to highlight agricultural innovations that can help tackle climate change and food insecurity, the garden officially opened to the public at the show – and awarded a Gold Medal.
Our brief was clear: make this powerful space resonate far beyond the showground.
To do that, we brought together an incredible mix of creators across gardening, food, climate, and science, including Martha @marfskitchengarden, Joeseph @joesgarden.official, and Elly Pear @ellypear. Their authentic voices and unique perspectives helped translate complex ideas into content that audiences wanted to watch, share, and save.
Designed by Matthew Butler and Josh Parker of Butler & Parker, the Garden of the Future was one of Chelsea’s only edible show gardens – a bold, no-dig space packed with climate-resilient crops. Think millet, pigeon pea, chickpea, cowpea, beans, and biofortified sweet potato, growing alongside companions like kohl rabi, chicory, parsley, sage, and chamomile.
It wasn’t just beautiful; it was purposeful – showing how the foods of tomorrow could thrive in the face of heat, drought, and shifting seasons.
At its heart sat the Climate-Smart Hub, built from rammed earth and kitted out with closed-loop solutions. A biosolar green roof powered rainwater harvesting and irrigation via a solar Futurepump, while Cranfield University’s Circular Toilet turned household waste into irrigation water and nutrient-rich biochar.
Inside, visitors got hands-on with cutting-edge agri-tech: from 3D-printed pigeon-pea roots and rapid maize nutrient testing, to digital tools giving farmers real-time crop advice. It was a living showcase of how science, design, and community know-how can help feed the future.
The results were big:
Over 300,000+ organic views across Instagram Reels and TikTok in just the first 5 days and content engagement rates well above industry benchmarks, with saves and shares proving that stories were landing.
This campaign showed the power of the creator economy in action.
According to recent studies, 61% of people trust recommendations from creators more than traditional advertising, and the global creator economy is now valued at over $250 billion (set to double by 2027).
For charities and non-profits, that trust translates into impact: creators don’t just deliver reach, they deliver credibility, helping audiences connect emotionally to causes that matter.
61% of people trust recommendations from creators more than traditional advertising.
For Monty, this wasn’t just a campaign, it was proof of how creator partnerships can drive storytelling for good – turning a Chelsea Flower Show garden into a moment of global relevance, sparking conversations about climate resilience, food security, and the innovations shaping our future.
At Monty, we believe the most powerful campaigns are those where creativity meets impact – and this was storytelling in full bloom.