Modern Marketing

Gardman to launch multi-brand marketing campaign

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By The Drum Team | Staff Writer

October 7, 2010 | 4 min read

Garden centre supplier Gardman is to launch a new multi-brand marketing campaign ahead of a number of brand launches, created by Refinery.

The campaign and launches will see Gardman attempt to increase its rate of growth in the garden and leisure centre and is the result of a strategic review and brand overhaul, carried out by the Manchester creative agency.

Refinery was appointed last year as strategic and creative partner by Gardman, which has now relaunched six of its brands, including Gardman Wild Bird Care, and introduced a new brand across two product categories.

The company’s entire suite of marketing collateral, from POS and packaging to advertising, promotions and website have also been overhauled.

The Wild Bird Care relaunch also saw it provided with new packaging, catalogue, POS, promotions, merchandising displays and shop-in-shop units.

The Grow-it brand has also been revitalised to capitalise on the consumer ‘grow your own’ trend and Gardner’s Mate, an extensive range of helpful garden accessories, has also had a re-vamp.

New brands to join Gardman’s stable include Cole & Bright, a range of outdoor solar lighting products and high-end aromatic candles.

Gardman’s product portfolio spans Wild Bird Care, Wildlife, Lighting, Candles, Greenhouses, Garden Accessories, Grow Your Own, Footwear & Gloves, Tools, WeedStop, Landscaping, Trellis, Screening and Fencing and Homestyle.

Jane Lawler, marketing director from Gardman, said: “As market leaders in a number of our categories, it’s important that we continue to lead the field in terms of innovation and marketing; and that’s exactly what we feel we’ve achieved with our new product launches and marketing campaign, which results from months of extensive research carried out in partnership with Refinery. In many of the product sectors it’s the first time such comprehensive research has been carried out, but the process was vital in shaping our future approach and branding review.”

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Lawler added, “In addition to investing in the more traditional means of consumer communication, such as in-store promotions, advertising, product catalogues and POS, we are developing our web presence and digital marketing collateral to reach consumers and retail buyers online.

“We are extremely well placed to move fast in our UK and European markets and further expand in the US, European and Australian markets with greater momentum. And we’re not stopping here. There are further new Gardman products and brand introductions in the pipeline that we will be unveiling in coming months.”

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