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.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here