Bents goes on TV with SASS campaign
Knutsford-based agency SASS has extended its remit with client of three years, Bents Garden and Home, to create and produce the out-of-town department store’s first
Family-owned, the £14m turnover, single-site store operates in the independent leisure and interiors retailing arena, it is currently the Garden Centre Association’s ‘Best Garden Centre in the UK 2009’.


Extending the agency’s ‘For Beautiful Living’ concept, the strategy focused on highlighting the lengths that Bents staff go to each and every day, when preparing to welcome visitors to their store. 


The 30 second spot was filmed on location at the store using employees instead of actors to give viewers a sense of Bents commitment to customer service. SASS creative and production team worked in conjunction with director, Andy Saunders and producer, Berni Waddington, with post-production at 422.
Ian Waddington, MD at SASS commented: “Bents’ campaigns are traditionally based on seasonality. Nature and people go into hibernation over the winter period and gardens get neglected, but with Bents all weather appeal this campaign has been designed to position Bents as the ideal place to visit, come rain or shine.
"The TV campaign adds another dimension to the current communications plan, extending Bents’ reach to a wider audience and helping reinforce the brand messaging we have worked closely with Bents over the last two years to develop.”
Matthew Bent, MD at Bents Garden & Home added: “The ad was designed to drive footfall into store and we are pleased with the results so far. SASS truly understands our brand and as such, the ad had all the little touches which reflect our commitment to providing an excellent service to our customers.”


SASS kick-started Bents ‘Outdoor Living’ summer campaign with a 1/4m door drop of ‘Beautiful Gardens’ magazine. This was complemented by advertising activity in a selection of Cheshire’s and Lancashire’s lifestyle magazine titles, and direct mails promoting a furniture preview weekend and highlighting Outdoor Living products landed on the doorsteps of existing customers. The website, bents.co.uk, also features the campaign.