Bulldog champions tools' 'bloodlines' for Pedigree

Bulldog is launching a Pedigree range of garden tools.

The aim is to bridge the gap between gift and other tools and take some of the market vacated by Joseph Bentley, which ended when Solus closed.Tools include spades, forks, rakes, hoes and hand tools including secateurs.

The Essex-based company has a new mascot, Hugo the Bulldog and new marketing campaign based around the pedigree of the brand, which began in 1780.

The marketing talks of "bloodlines", and the dog and range's "handsome good looks, strength, expert performance and years of British tool breeding". Tools are lightweight stainless steel and exceed the British Standard bend test of 210lbs. Handles are FSC-certified ash. There is a lifetime guarantee.

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