This article reports on a small-scale case study involving all English teachers of junior classes in a rural high school in New Zealand. The Head of English had been involved in Writing Project professional learning, designed in accordance with principles and practices that can be found in a number of countries, especially the United States. The researcher was alerted to the Head's instigation of a school-wide writing competition and the implementation across all classes of a poetry writing unit, and set out to explore the extent to which Writing Project practices had been 'seeded' in this context through the actions of the Head of English. All teachers were interviewed and the data thematically analysed using a social constructionist lens. Results showed that while some direct influence occurred, 'seeding' was actually a diffused phenomenon and likely to be facilitated by five factors: management structure, dissemination processes, leadership style, staff relationships and teacher disposition.