Democracy has been appointed as the new PR agency for two significant gardening brands.
- The agency won the role after a competitive pitch against two other contenders.
- Democracy will manage all public relations and social media strategies for GARDENA and Flymo starting 2025.
- This role involves campaigns such as Flymo’s 60th anniversary and influencer-first activations.
- Key figures from both brands and Democracy have expressed enthusiasm about this new partnership.
Democracy, a PR and influencer agency based in Manchester, has been awarded the role of managing public relations and social media strategies for the prominent gardening brands GARDENA and Flymo. This decision comes after a competitive pitch involving three agencies. GARDENA and Flymo, both under the umbrella of Husqvarna Group, aim to strengthen their public presence starting from 2025 through strategic communications initiatives handled by Democracy.
The agency will oversee various campaigns, including Flymo’s 60th-anniversary celebrations, along with influencer-centric activities and social content creation. Such tasks align well with Democracy’s expertise, given its current portfolio that includes consumer brands like Mark Hill and Tequila Rose.
Founded in 1961 in Germany, GARDENA has established itself as a leading name in Europe’s gardening tools and technology sector. The company offers high-quality gardening tools, hoses, watering systems, and smart garden technology, catering to both garden care professionals and enthusiasts. Flymo, renowned for inventing the hover lawnmower, holds a significant spot among UK Superbrands. Its product range spans from traditional mowers to advanced robotic ones, thereby appealing to a broad audience.
Sarah Bentham, marketing manager at GARDENA, stated that their initial interactions with Democracy were promising, praising the agency’s creative team and strategic approach. This sentiment is echoed by Jennifer O’Grady, founder of Democracy, who recognized GARDENA’s blend of superbrand credibility and challenger mindset. She affirmed the agency’s readiness to amplify both GARDENA and Flymo through innovative engagements with gardening communities and newcomers alike.
Democracy’s new role with GARDENA and Flymo marks a strategic advancement in enhancing brand visibility within the gardening sector.
