Bents operates from a single site and is one of just 11 centres in the UK which has been chosen as a ‘Garden Centre of Excellence’. The business remains family owned and has sales of over £10m. It will celebrate its 70 birthday in July.

In addition to traditional garden centre attractions, the operation also offers a 500 cover restaurant and the family is expanding the centre’s other activities including homewares, a children’s boutique and outdoor clothing. The company has invested £3m in a new lifestyle centre on the site, ‘Open Skies’, which officially opens in July.

Bents chose SASS having met with a number of agencies from across the region. The company said it was impressed with SASS’ work for other clients including Arighi Bianchi, David M Robinson and Slendertone.

SASS will be planning and buying the media for the July campaign which concentrates on press and radio ads. The creative strapline devised is ‘Bents. For Beautiful Living’. Ads have been booked in regional home interest magazines together with planned inserts in regional editions of national home interest magazines and weekend supplements of the nationals. A radio campaign will run on Smooth Radio.

Bents marketing director Helen Bent said: “We have been impressed by SASS’s strategic approach and creativity, plus on the evidence of campaigns SASS had devised for its other clients, we deliberately sought out the agency to see how they could develop our brand. They clearly have a good working knowledge of devising and delivering regional campaigns for destination retail brands like ours.”

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