Evergreen Garden Care Selects Geometry for Retail Marketing Business

Evergreen Garden Care has awarded its UK retail marketing business to Geometry UK as part of a drive to become a clear leader in the garden care category. The agency has won across multiple brands including household names such as Miracle Gro, Round Up. Weedol and Levingtons.

Evergreen Garden Care had previously worked across different agencies and has consolidated into one brand agency to accelerate growth with stronger strategic and enhanced creative focus through channels. The appointment is effective immediately and budget remains confidential.

Says Ann-Marie O’Riordan, marketing director UK, Evergreen Garden Care: “Our ambition is to unlock growth in the garden care category for both Evergreen Garden Care and our retail customers by transforming our distinctive brands to reflect the new shopping landscape and new consumer needs. Traditionally, the gardening care category has framed conversations around product functionality. At Evergreen we believe our consumers buy gardening products to enable them to enjoy precious moments in beautiful gardens with their friends and families. It’s from this platform we are driving innovation, brand campaigns, digital and in-store activation plans.”

The brief runs from the traditional heartland of garden-centres to supermarkets to new retail including pure play online customers. It includes new product launch activation from strategy to launch; a focus on digital across the consumer journey, and, solution development to increase category engagement, conversion and loyalty. The campaign will roll out in 2020.

Said Michelle Whelan, CEO, Geometry UK: “Sustainability, health and wellbeing, changing garden spaces and younger audiences are major trends in this category. Our job is to influence sales with a contemporary retail experience for these wonderful household brands in moments that matter. We’re proud to be chosen as partners.”

The last six months have seen Geometry invest in innovation to help brands drive growth. In January 2019 Geometry launched an Active Brand & Design Practice. 2018 saw the launch of Geometry’s Innovation Practice, Amazon Practice, and, The Flagship retail 3D experiential space.