Gardena: growing a brand against new customers

Steven Hastings

Gardena is Europe's largest manufacturer of gardening equipment. While it has a huge share in Germany and a healthy share in continental Europe, in the UK it is substantially smaller than the leading brand, Hozelock.
Agency: Banks Hoggins O'SheaAuthor: Steven Hastings

Gardena: growing a brand against new customers

 

BACKGROUND

Gardena is Europe's largest manufacturer of gardening equipment. While it has a huge share in Germany and a healthy share in continental Europe, in the UK it is substantially smaller than the leading brand, Hozelock.

In 1994 Gardena decided to advertise to consumers as a way of widening distribution and creating demand for its goods. Gardena presented this plan to Banks Hoggins O'Shea as part of a long-term strategy to build market share.

There was no history of UK advertising...

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