BRIEF AND APPROACH
THE CHALLENGE
Gardena is Europe’s biggest gardening and watering brand, but in the UK, it’s very much a challenger brand in a well-established market.
In 2025, Democracy was brought onboard with a fresh brief to increase brand awareness and relaunch the hand tools range with a wider demographic, taking Gardena from exclusive to inclusive without compromising their performance messaging.
OUR SUPER-CHARGED RESPONSE
Democracy identified that, following Covid, demand for allotments was on the up. According to the National Allotment Society, there are 330,000 official allotments - with 150,000 more on a waiting list. With millions of people now experiencing the joys of growing their own food on allotments, garden plots and even window boxes, Democracy pitched Top Of The Plots - the antithesis of the exclusive Chelsea Flower Show - a growing competition open to everyone, with seven categories to ensure inclusivity.
Democracy struck a partnership with the National Allotment Society and engaged Gardena ambassador, Sunday Times best-selling author and YouTube sensation, Huw Richards, as head judge.
Launched in Spring, this was a four month multichannel campaign designed to keep the Gardena brand visible during the key gardening season. The winners, including overall winner Steve Mills from London, were crowned at a lavish awards ceremony held at Le Manoir Aux Quat'Saisons in Oxfordshire.
+199M
gardeners reached
via broadcast, online and influencer coverage
+55%
Gardena growth in UK sales year on year
through the success of the campaign
SUPER-CHARGE MOMENT
The competition generated strong national coverage, including a three-minute feature on BBC Breakfast, directly resulting in a new listing for Gardena’s hand tools range with the prestigious Bents Garden Centre in Cheshire.
“This was nothing short of amazing. From the original idea, to the organisation of getting a nationwide competition up and running, to the final crowning of winners and all the social and digital buzz that was created for the brand over our key period of the year, it’s been phenomenal. This is the power of what PR can achieve.”
Sarah Bentham, UK Marketing Manager for Husqvarna