Reasserting Hozelock’s dominant position in the marketplace.

Hozelock is one of the most recognisable brands in the garden; great design, quality products, high awareness and distinctive yellow brand identity. However, the brand was facing considerable pressure from cheap imitations flooding the market.

The Brief: To reassert Hozelock’s dominant position in the marketplace, and set the foundations for gardeners to have a relationship with Hozelock for life.

The Insight: Enthusiastic gardeners were actually frustrated with cheap, low end products that didn’t last. They were prepared to invest in more premium products that would perform better and last longer. Seasoned gardeners also enjoy the physical and emotional benefits of gardening.

The Solution: We developed the ‘Gardening for life’ creative platform, the foundation for campaigns and messaging focusing on the range, wellbeing, and brand loyalty. We collaborated with Aardman Animations on an integrated campaign for the flagship Auto Reel hose range, which ran across TV, press, CRM, website, POS, PR and online. Building on the success of this initial campaign, we developed a range of tactical activity across digital, PR, social media, print, DM, retail activation and more.