Fiskars Orange Thumb
Not only do Fiskars, as one of the oldest companies in the western world, have a great heritage to talk about, they also have a strong CSR message at the heart of their brand values and believe that gardening should be a joy, not a chore.
So, starting as we mean to go on, we launched the Fiskars Orange Thumb campaign to engage the hearts and minds of keen gardeners and community-minded amateurs alike. Fiskars Orange Thumb, which began in the US in 2003, provides the tools, funds and materials needed to prune back, de-weed, cultivate and nurture neglected community green spaces.
The patented technology behind Fiskars’ tools, such as PowerGear® and PowerStep®, really comes to life when put to the test which is why the Orange Thumb campaign is designed to put Fiskars’ tools into the hands of as many gardeners as possible.
What we did
- brand development
- brand identity and design
- advertising
- communications
- experiential marketing
- sales promotion and merchandise
The campaign had to be developed and adapted for the UK market so the first thing we did was to recruit an Orange Thumb ambassador to help raise the profile of the campaign and generate community interest nationwide. As part of her ambassadorial duties, Rebecca has attended all of the major consumer gardening shows over the summer and appeared on local radio stations across the country, collecting volunteers and nominations for suggested projects.
We also supported the campaign with its very own microsite and a monthly newsletter which keeps consumers up to date with Orange Thumb activity and allows them to actively participate in nominating and volunteering for projects in their area.
