Flymo, whose advertising famously fuelled the long-running
lawnmower war with its bitter rival Qualcast, is talking to agencies
about the future of its account, threatening Saatchi & Saatchi’s 15-year
hold on the business.
The County Durham-based company is understood to have lined up four
agencies from the North of England and London to pitch for the
Tamara Ingram, the Saatchis chief executive, said the agency had not
been told of a review, although it was aware the company was considering
its plans for the next two years. ’We’ve had a wonderful relationship,’
An industry source said the review was part of a gearing up by the
company in advance of next spring’s peak sales period. ’Flymo has to
start talking to the trade early,’ he said.
The history of aggressive advertising between Flymo and Qualcast
stretches back to the early 80s, when Qualcast threw down the gauntlet
with its ’A lot less bovver than a hover’ campaign through WCRS.
Saatchis won the account from the then Butler Dennis Garland in July
1985 and devised the line ’Why slomo when you can Flymo’.
In 1992 the agency cast the actors Maria Aitken and David Lodge as Her
Ladyship and Jethro the gardener in a TV campaign. They gave way to a
’living garden’ created by Jim Henson animators.
The Flymo brand has not featured on TV since 1997.