Toro were established in the US in 1914 and manufacture lawnmowers and other garden machinery. In the UK, Toro mowers cut some of the most prestigious turf in the land with their commercial sized cutting machines. Now for the first time, their range of mowers for the homeowner is being made available in the UK.
Toro are an unknown entity in the UK and entering a fiercely competitive environment. A new campaign theme was needed to appeal to both the avid gardener and the chore-led garden maintainer! The campaign was to be rolled out across all marketing collateral from regional dealer driven ads to national brand ads.
We decided the treat the photographic execution in the same way as you would approach the imagery for a new car launch, giving the equipment a mean and speedy showroom look. Two themes under one creative style were created. Both have a signature colour-way and style that is very recognisable no matter what size the execution. Using a current topical gardening issue and driven by the gadget rich features of the product, the new campaign themes have a refreshingly different style to any other mower brand to begin the process of establishing recognition in the UK.
The roll out of advertising in national press started in the spring and results will be in soon!
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