Robson Brown lands £2m Flymo lawnmower campaign

Electrolux has appointed Newcastle-based Robson Brown to create a £2m advertising and PR campaign for Flymo Lawnmowers.

Flymo’s creative work was previously with Saatchi & Saatchi, which held the business for 15 years but lost it after a review last year.

The campaign, which will see the brand back on TV for the first time in nearly five years, will promote Flymo’s Turbo Compact Hover model. It will feature the advertising strapline: “Flymo. Bright ideas for easier gardening.”

Media planning for the campaign was by Zed and buying through Zenith.

Flymo marketing manager Andrew Mackay says: “TV remains the most intrusive medium for building brand values. In the mid-Eighties Flymo was a strong TV brand. It is a seasonal business and we have to hit hard over the six weeks the campaign runs.”

The Eighties were a time of aggressive advertising in the lawnmower market, with leading brands Flymo and Qualcast featuring year after year in head-on campaigns.

Saatchi devised the strapline: “Why slomo when you can Flymo” after winning the creative account in July 1985.

The lawnmower industry is valued at £200m in the UK and Mackay claims Flymo accounted for half of all the lawn mowers sold last year.

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