Garden with Jonny won Lifestyle bCreator of the Year at the ITV bCreator Awards 2025. We caught up with Jonny after his win to talk all things gardening, content creation and brand collaborations.
bCreator: How did it feel when you were announced as the winner of Lifestyle bCreator of the Year?
Jonny: I was honestly shocked, I did not expect to win at all! There were some absolutely fantastic creators in my category, and I hadn’t even written a speech because I genuinely didn’t think I’d hear my name called. It felt like such an honour to win the award, and it still hasn’t fully sunk in. I’m definitely still on cloud nine.
bCreator: Which is your favourite social media platform and why?
Jonny: Instagram is definitely my favourite platform. It’s where my community first started to grow, and I love how easy it is to connect, chat, and share both visual and behind-the-scenes content in one place. Between Reels, Stories, and DMs, it’s such a creative and interactive space that lets me show my personality, from gardening tips to life updates, all in a way that feels authentic and fun.
bCreator: How do you balance your job as a firefighter with creating content for such a large audience?
Jonny: It’s definitely a challenge at times, but it all comes down to time management and structure. Shift work can be unpredictable, so when I have dedicated days off, I plan ahead and batch-create multiple videos in one go, then spread them out across the week. Having that routine helps me stay consistent without burning out. The two roles actually balance each other nicely, firefighting keeps me grounded and reminds me why I value the calm that gardening and content creation bring.
bCreator: In your view, what makes the best kind of brand collaboration? Do you have a dream brand you’d like to collaborate with?
Jonny: The best collaborations are always the ones that feel authentic, when the creator truly believes in the product or message, it comes across naturally. I’ve loved working with horticultural and lifestyle brands, but I’d also love to branch out more into fitness and travel partnerships. My content has evolved into a real lifestyle space now, combining gardening, wellbeing, and balance, so working with brands that share those values would be a dream.
bCreator: What is your favourite thing about gardening? What advice would you give to someone starting their green-fingered journey?
Jonny: My favourite thing about gardening is how grounding it is. It’s a place to switch off, recharge, and reconnect, no matter what’s going on in life. There’s something incredibly satisfying about nurturing something and watching it grow. For anyone starting out, my advice would be to keep it simple, have fun, and don’t worry about getting everything right. Plants (and people!) thrive through patience.
A big thank you to Garden with Jonny for taking part in our winner interview series. You can follow Jonny on Instagram here.
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