Gardena appoints TracyLocke London as lead global shopper marketing agency


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.

Gardena, part of the Husqvarna Group, is the leading brand for high-quality garden tools in Europe, and caters to everyday and passionate gardeners across key markets in Europe, including Germany, France, the UK and beyond.

Maria Stassi, Director of Global Shopper Marketing at Gardena, commented: “We were impressed by TracyLocke’s ability to gain deep-rooted consumer and shopped insights, their category understanding and their creativity. We are excited to partner with TracyLocke to take on our Shopper Marketing campaigns.”

Angus Gibson, Regional Director at TracyLocke, said: “We’re very much looking forward to working with the team at Gardena. As market leaders, their product portfolio offers fantastic opportunities for developing really exciting strategic and creative campaigns.”