Syngenta Flowers backs new Waitrose brand

Syngenta Flowers is behind the new urban flowers brand that has launched exclusively at Waitrose supermarkets.

Syngenta Flowers said: "KADO is an easy-care outdoor flowers brand, created for the amateur urban-dwelling gardener with a fear of gardening centres and concern about not being very good with plants."

The brand is aimed at 30-something urbanites: "KADO repositions what a garden can be, and celebrate what success can look like. Developed primarily for sophisticated thirty-somethings, the KADO(TM) plant is irresistible. It brings out the spontaneous gardener hidden in doubt or fear of killing plants." The twitter hashtag is #ThisisMyGarden campaign.

Syngenta added: "In a category dominated by horticulture experts, KADO's launch campaign targets an urban-dwelling, time-strapped audience who don't have the space or knowledge for a conventional garden." Former Dobbies and Wyevale Garden Centres' horticulture head Neil Fishlock has been researching for the brand.

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