Kado, the ‘urban flower brand’, launches in Waitrose with campaign from BETC

A flower brand created for the “amateur urban-dwelling gardener” has launched exclusively with Waitrose in the UK with a campaign from BETC.

The Kado name – Japanese for ‘the way of flowers’ – and identity was developed by the creative shop’s London arm which aimed to “communicate harmony" while the name was chosen as it's "easy to pronounce across international markets as the brand grows beyond the UK," said agency chief executive Andrew Stirk.

BETC London used neutral colours for the simple, modern graphic identity, in order to appeal to the young, urban consumer, and highlight the flowers themselves.

The launch campaign is targeting this demographic with OOH, PR, influencer marketing, and digital activity running under the strapline ‘This is my Garden’.

The outdoor work has seen BETC target Waitrose customers, buying running on sites next to Waitrose stores across the UK.

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