After the successful launch of the first campaign for Hacker-Pschorr and winning the pitch for the Curalie budget, thjnk Munich is delighted to have another new customer - and a brand that many of us grew up with: Dehner.
thjnk Munich was able to convince the European market leader in the garden center sector and will from now on strategically and creatively support Dehner.
The expert for garden, decoration and pet supplies will celebrate its 75th anniversary in 2022. For his birthday, Dehner goes public with one of the biggest advertising campaigns in its own history. Under the claim "Inspiring by nature", Dehner stages itself in a cross-media 360-degree appearance as a fresh source of ideas for green trends.
With more than 130 stores in Germany and Austria, as well as a cross-media online offer, the traditional brand is now very successful in offering its range. As part of the redevelopment of the anniversary campaign, the agency is sharpening the strategic direction of the brand.
The starting shot will be fired on March 11th in the Dehner garden centers. From the end of March, coordinated measures will be widely featured in consumer magazines, online media and social media channels and will be heard on the radio.
Hans-Peter Sporer, MD Creation thjnk Munich: “Dehner stands for an impressive 75 years of success and a central promise that has always made the brand special: to inspire customers. With this in mind, the campaign motto 'Inspiring by nature' will be at the core of the communication."
“Inspiration is the strongest incentive to buy from Dehner. We now want to emotionally charge this core brand across all animal, decoration and garden product areas," says Paul Stahala, Marketing Manager at Dehner Gartencenter GmbH & Co. KG. “With thjnk, we deliberately chose a digital focus within the intelligently integrated campaign. The data-supported approach in media planning allows us to address our customers very precisely and to pick them up along their individual customer journey wherever they want to be inspired.”
A cross-media mix of digital assets and advertising media such as print ads and radio spots is planned, which will specifically pick up customers along their customer journey.