Celebrating the 50 year heritage of the Original GARDENA System, GARDENA seeks to inspire gardeners this spring with the launch of a nostalgic, nationwide TV campaign with the strapline: ‘Bringing life for 50 years’ hailing the brands’ promise of leak-free watering for more than fifty years.
Launching on the 1st May 2018, the 19-second ad kicks off an integrated 360°spring campaign demonstrating how the Original GARDENA System has evolved with historic footage appearing in the ad and a focus on the famous ‘click’ of the hose connectors. The Original GARDENA System revolutionised garden irrigation as it meant that hoses could be connected to the tap, with just one click and ensures a leak-free connection with other GARDENA products as well as being compatible with other leading brands. Its sophisticated design has become an integral part of Europe’s gardening landscape and GARDENA’s spring campaign illustrates this.
GARDENA, part of the Husqvarna Group, continues to invest in UK advertising, following a successful 2017 campaign – the first in a decade for the brand.
Paul Simpson, UK National Account Manager, comments: “We are delighted to launch a full circle media campaign to build wider awareness amongst passionate gardeners, whilst hopefully motivating others to trial the Original GARDENA System as well as our other products, including watering and cutting tools.
We’ve worked hard to ensure this campaign is fully targeted to hit consumers with spikes during key calendar moments in the gardening season. It’s a big step for us and one we’re really excited about.”
Finecast Addressable TV channels such as Sky 1, 2, Atlantic and Living, Channel 4 and Paramount, as well as catch up channels will feature the ad during carefully selected programming to ensure to capture the imagination of those likely to have an interest in gardening.
The campaign will be supported by a series of full page print display ads, a national radio campaign with Smooth FM and a multi-digital campaign encompassing sponsored content articles, native online video, pay-per-click, mixed format adverts and criteo product adverts.