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.”

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TracyLocke London has been appointed the lead global marketing agency for TOMRA, following a competitive pitch process.

TOMRA has hired TracyLocke to establish its brand and introduce their reverse vending solutions to the UK market, and to support marketing communications globally. The appointment comes amidst a background of heightened consumer awareness around the environmental concerns of plastic use, and the Scottish Government’s consultation on a deposit return scheme which is also expected in England.

TOMRA are the global leaders in reverse vending solutions and are present in over 40 markets, they are currently looking to continue their recycling revolution in the UK. The campaign developed by TracyLocke will include a full B2B and B2C communications strategy to inform key retailers on the imminent relevance of reverse vending solutions and drive behavioural change amongst a consumer base of shoppers who buy and use plastic bottles and cans.

Of the partnership, Mark Brill, TOMRA’s UK Sales & Marketing Director, said: “We were incredibly impressed by TracyLocke’s understanding of our business objectives and creative response. We are delighted to partner with TracyLocke London on our exciting launch plans for the UK.”

Angus Gibson, Regional Director at TracyLocke, commented: “We are so proud to be part of a marketing partnership that will drive impactful behavioural change in the UK. TOMRA has had large-scale success around the world with its innovative reverse vending machine solutions, and we look forward to implementing this success across the UK and supporting their continued efforts globally.”

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With an estimated 22m ‘flexitarians’ in the UK seeking to reduce their meat consumption, there is an increased appetite for healthy, protein-rich alternatives. After years of research, the team behind Meatless Farm have created a range of products that not only deliver on nutrition, they also taste delicious. In advance of the brand’s launch, Media Bounty were brought on board to conduct a social listening and strategy piece to understand the cultural landscape, competitor market and shopper behaviour of the target audience.

From fully-fledged vegans to those taking those first tentative steps towards meat reduction, the research exposed a number of uniting factors – everyone is looking for food that tastes great and offers enough versatility to be incorporated into their day-to-day lives. With this in mind, Media Bounty developed a full digital strategy to deliver the ‘Meat Free, Not Taste Free’ message in support of the launch of Meatless Farms mince and burgers into Sainsbury’s.

Ahead of retail launch, Media Bounty have planned and produced content to be used across Meatless Farm’s owned social media channels, programmatic display ads and partnership content. The initial media phase will focus on A/B testing, trialling creatives and messaging against our key audience break-downs, carrying these learnings into 2019 Q1 activation.

Morten Toft Bech, Founder of Meatless Farm, said: “This is a new and truly innovative category to be operating in. While our products are all lovingly made with plants, what really makes Meatless Farm different is the taste – a point that the team at Media Bounty were quick to pick up on. We’ve developed a really effective partnership based on listening to our audience and delivering on their needs – we can’t wait to see what the future holds for the brand beyond this exciting launch into Sainsbury’s.”

Media Bounty’s Account Director, Charlie Bennett, said: “There are so many benefits to long-term meat reduction and this is a cause close to the hearts of many in our business. Meatless Farm operates in such a refreshingly reactive and honest way, genuinely putting their all into developing products that deliver on taste and ethics. We couldn’t be more excited to be working as their launch partner and look forward to a long and fruitful relationship with the brand.”

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