International gardening brand, Lasher Tools has entered the UK market and has appointed JAMP PR to help it target garden centres, builders merchants and home improvement retailers.

Established in South Africa over 80 years ago, Lasher supplies gardening, DIY, construction, agricultural, forestry and mining equipment throughout Europe, Africa, the USA and Australia.

Its UK division, Lasher Tools UK has appointed integrated agency, JAM, which has represented a number of other industry brands, to support the company's growth in the UK, with the launch of a #LoveYourGarden digital campaign to celebrate and champion gardeners around the country.

JAM has been tasked with delivering a social and digital strategy that will introduce the South African brand to the UK market, raising awareness of the benefits of Lasher’s gardening products and driving brand awareness and sales with a view to making Lasher Tools a household name in the UK’s gardening community.  

Lasher Tools UK commercial director Ian Livingston said: “Our products are well known for their high quality in their native South Africa so we’re really excited to be able to bring the same quality to UK consumers. JAM impressed us with their industry knowledge, creative ideas and in-depth understanding of how we can use social media to grow our brand. The campaign has already had great engagement so far and we’re looking forward to seeing more and more people come to know and love Lasher products!”

JAM managing director Jaime Gee added: “We’re delighted to be working with such a well-established, global brand and we’re excited to use our extensive industry knowledge to bring the brand to the UK market. 

“This account win is testament to the team’s commitment to continually developing their digital and social media expertise, so we have our finger on the pulse of this fast-moving industry, allowing us to develop effective campaigns that deliver tangible results for clients.”

Lasher Tools UK will be supplying garden centres; builders merchants; DIY, hardware and agricultural stores within the UK market.