In This Issue
Edinburgh Woollen Mill and Peacocks up for sale
#FloralFriday for Greenfingers celebrated at the end of Glee week
Hozelock’s Micro Reel gets a makeover
Grow your card sales the easy way ...
Woodlodge’s Root Indoor portfolio to grow for 2021 as consumers transform their homes into design-led sanctuaries
2020 - a year of impact, overcoming challenges, delivering recovery and growth
A moment in time for Durston Garden Products
Baytree celebrates 50 years
Glee New Product Award winners, hosted by GTN
Begonia ‘Sweet SpiceTM Bounty’ royalties donated for horticultural scholarships 
Zest 4 Leisure wins Best New Product 2020 at Glee Gathering
Festive florals – how retailers can maximise sales of poinsettia this Christmas season
Introducing Dobbies’ brand new range of sustainable houseplants
The Greener Gardening Company to support Perennial
Resilience and positivity in the face of adversity
New merchandiser offer from Primus
Vegetable & Seed Growing Kit is a winning idea for 2021
Zest 4 Leisure win three new product showcase awards and best overall product at Glee 2020
Primeur win Glee New Product Award 
Ivyline creates custom showroom PLUS launches over 300 new products
Get your own copy of GTN Xtra
Gardening a lifesaver in lockdown
One million families fell in love with gardening during lockdown thanks to Flymo
Smart Garden Products keeps on growing!
Dobbies reopen soft plays with safety measures in place
Sustainability Wins the Day - Four Oaks Retail Product of the Year Award 2020
Squire’s appoint new Health, Safety & Facilities Manager
The best of last week's
Perrywood plan for major re-development at Sudbury
Garden centre wins national family business award
Smart Garden donates £50,000 to Greenfingers Charity
Yorkshire nursery invests £1m in new gardencentre
Steve Harper leaves the Greener Gardening Company
Get your own copy of GTN Xtra
Garden Centre Photo Tours
Haskins Snowhill re-opens after £15m re-vamp
Bestsellers Top 50 charts every week
Buy your subscription to the GTN Bestsellers printed weekly newsletter
All the latest news from the world of pet products
HOWND wins Best New Pet Product at Glee Gathering
Top dog trainer issues warning: 'Up to 3 million dogs at risk of Separation Anxiety' as owners return to work
Raw food brand introduces new way of shopping for pets
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One million families fell in love with gardening during lockdown thanks to Flymo

Flymo saw record sales at the end of July 2020, beating 2019’s total sales just seven months into the year.

 

With shops closed and everyone confined to their homes when COVID-19 hit, the Flymo team and their Newcastle creative agency O Communications threw summer’s carefully-laid marketing plans out of the window. Instead, they focused on how to inspire children and families to get out and enjoy their outdoor space during lockdown.

 

The gardening superbrand formed a collaboration with social influencer Skinny Jean Gardener, for a digital campaign which reached just under a million families across the UK. Over the Easter holidays, Skinny Jean Gardener took over Flymo’s Facebook page every morning to encourage families to get gardening, resulting in over 60,000 families tuning in every day to watch the show.

 

From top tips on how to make gardening fun for families and growing your own vegetables to games to enjoy together, the content kept families coming back for more each day and increased engagement across all social media channels.

Lauren Regan, creative director at O Communications, said: “The O team worked closely with Flymo to understand the problems that the brand was facing during these strange times and align with the overall business strategy in handling the crisis. Flymo was keen to keep brand awareness high with one of their core markets, families, as well as share positive, helpful and engaging content because gardening is not only a good way to entertain the kids, its great for a healthy mind and body.

 

“Working with influencers isn’t always about picking the person with the highest following online, it’s about choosing the person that your audiences will relate to and find the most entertaining. Influencers can be anyone, from celebrities to your next-door neighbour.”

 

Clare Slater, Customer Marketing Manager UK at Flymo, added: “Skinny Jean Gardener fits the Flymo brand perfectly; down to earth, fun and likeable. He makes getting out in the garden an activity to do together as a family, not a chore that has to be conquered before you can enjoy your space. While Joe Wicks got the nation exercising in their living rooms over lockdown, Skinny Jean Gardener helped Flymo to get families out into their gardens.”

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