For over 50 years, the company Gardena has stood for innovation in the field of intelligent and sustainable garden solutions with a portfolio of over 1600 products. Since 2018, Gardena has been evolving from a sales-driven company into a shopper-focused company. Gardena needed to find a suitable partner for the development of its new shopper marketing department.
We held a workshop with the client to work out what such an agency might look like and which countries are home to the best agencies in this specific field. During the subsequent Europe-wide selection process, we screened the market for suitable shopper marketing agencies and also integrated specialised consultant partners from the cherrypicker network. The agencies were scrutinised for their strategic qualities in particular and at a very early stage of the project began to deal with the question of how Gardena can globally position itself as the premium lifestyle brand in the highly competitive DIY market. In the decisive workshop, the agency TracyLocke from London, part of the DDB network, ultimately prevailed over the strong international competition and has since been working on the future of shopper marketing for Gardena.

Angus Gibson

(Director, TracyLocke, London)

„Great working with cherrypicker in a brilliantly well run process leading to our appointment with Gardena as their global shopper marketing agency in 2018. From the initial RFI through to two co-ordinated chemistry and workshop sessions at client and agency locations, Valentin and the team ran an organised and efficient process ensuring we were perfectly matched. As testament to this our relationship with Gardena goes from strength to strength and now also incorporates their global strategy and brand communications."

Gardena appoints TracyLocke London as lead global shopper marketing agency

03.12.2018 | Following a competitive pitch, Gardena has appointed TracyLocke London as their lead global shopper marketing agency.

TracyLocke will help build Gardena’s strategic shopper marketing capability and develop campaigns across their industry-leading key gardening categories. Strategic and creative BTL communications will cross multiple touchpoints, including in-store, online platforms, channel marketing and experiential activations.

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