Wave Petunias x Anne Geddes collaboration and sweepstakes. | PanAmerican Seed
Wave Petunias from PanAmerican Seed is celebrating its 30th anniversary in 2025. Adding to the occasion, at this year’s California Spring Trials the Wave brand announced it has formed a special artistic collaboration with photographer Anne Geddes. The Wave x Anne Geddes collaboration includes an exclusive artistic print for Wave Petunias by the artist, as well as a national retail sweepstakes this spring, where one lucky winner will receive an Anne Geddes baby photoshoot in New York City.
The exclusive print was recently unveiled at a rooftop event in downtown Chicago during EXPO ART WEEK 2025, where members of the media and PanAmerican Seed gathered to spotlight Anne Geddes’ work with Wave Petunias and further amplify the 30th Anniversary of the brand. Guests were treated to the artist’s insights on the collaboration and had one-on-one interactions with Geddes, capped by views of the city skyline.
“Working with Anne Geddes was amazing, and a natural fit for Wave as she appreciates the fragility, hope, and promise of the stages of early life. Much like our greenhouse growers believing in the power of nurturing young seedlings to bring color and happiness to the world, Anne’s art brings smiles to so many faces,” says Sarah Makiejus, Global Marketing Manager for PanAmerican Seed and Wave Brand Manager. “The extension of our partnership into the retail sweepstakes in garden centers is the perfect icing on the cake for our milestone year. The nostalgia and joy expressed by the public have been exciting to experience. They’re ready to celebrate with Wave!”
The photoshoot for the exclusive print took place last December with colorful Wave Petunias on set. ‘Easy Wave Rose’, ‘Plum Vein’, and ‘Berry Velour’ were among the varieties captured, along with more than a dozen delightful young models with expressive faces.
“Every baby is a reminder of possibility, innocence, and beauty,” says Anne Geddes. “What I love about this collaboration with Wave is how it unites the purity of childhood with the vibrance of nature. There’s something magical about capturing a moment where both are in bloom.”
Anne Geddes signing a Wave Petunias print for the collaboration. | PanAmerican Seed
This season, to further build engagement with Wave Petunias, shoppers nationwide will find special Anne Geddes “baby bee” plant tags nestled among their Wave Petunias in stores, along with highlighting the baby photoshoot sweepstakes. Fans will purchase a Wave Petunia and then scan the QR code on the tag to enter for a chance to win. More details about the official contest can be found online; the sweepstakes runs from National Wave Day (May 3) through July 30, 2025.
To help growers and retailers take full advantage of the Wave 30th Anniversary consumer blitz and grow through exposure, PanAmerican Seed has produced a ready-to-download Wave Promo Kit webpage filled with supportive marketing resources that stores can use to draw in shoppers. Visit www.panamseed.com/wavebrand for downloadables, such as videos, signage, social posts, coloring sheets, invitations, and more.
In addition, a revised “Add Your Business” tool will help independent garden centers help shoppers find their stores by adding their location information. Wave fans can then search by zip/postal code through the WaveGardening.com “Where to Buy” webpage to find a store nearest them selling Wave Petunias and Wave Pansies.