A £500k marketing investment by Westland into their market leading tools brand Kent & Stowe is really paying dividends.
Since its inception Kent & Stowe has always provided incredible gardening tools, tools with an enviable reputation for quality, borne from a gardening heritage inspired by the work of the landscaping genius Lancelot “Capability” Brown.
Following a major piece of consumer research into the relationship consumers have with their tools, Kent & Stowe is now focused on delivering 'extraordinary' for their consumers.
Marie Williams, who is Head of Category for hardware at Westland, explains:“It’s wonderful that consumers love our traditional gardening tools; but what is fascinating, is that they tell us that with a Kent & Stowe tool in their hand, they feel they can achieve anything: we wanted to bring that emotion to life, in our advertising, on our products, and at point of sale”.
She went on to explain what has been achieved so far. “For 2022 we have totally upgraded our offer, bringing a major boost to the brand presentation in store, on packaging and POS, which has been upgraded to improve the explanation of the benefits. We have also added a flash of colour, a flash of the 'extraordinary' that goes into each of our products. Additionally, we have invested £250k in advertising in both the national press and specialist gardening press, and a digital campaign that has been seen by millions. The level of engagement we get from the social aspect in itself has been extraordinary.”
The results have also been exceptional, with sales of the range, and flagship products like Eversharp secateurs, Capability trowel and the Perennial spade, exceeding all forecasts and predictions.
Williams added: “This campaign has really shone a spotlight onto this extraordinary range, delivering spectacular results for our stockists, and we will be significantly increasing our spend on Kent & Stowe in 2023.”
When pushed on what format this additional spend might take Marie, refused to rule out a major TV campaign for Kent & Stowe in 2023.
Westland are in Hall 20 at Glee 2022, on stands F60-G61 & F40-G41, and look forward to welcoming you.
www.gardenhealth.com
