Propaganda creates ‘purr-fect’ brand campaign for Tiger Sheds

Leeds-based strategic and creative brand consultancy, Propaganda has launched an advert campaign for leading garden building manufacturer and online retailer, Woodlands Home & Garden Group. Yorkshire-based Woodlands engaged Propaganda to develop a nationwide campaign to unveil a distinctive new look for its award-winning e-commerce brand, Tiger Sheds.

Propaganda created two national TV ads which are live across all ITV channels and the ITV Hub. The ads star a typical British family and Eric the Tiger – the face of the brand – brought to life through CGI. Featuring two separate stories with 30-second and 10-second versions of each, the adverts will air until June 2022. 

Outdoor living has become increasingly popular over the last few years, with more homeowners than ever planning to update their garden spaces. Consumers are also becoming increasingly confident when it comes to shopping for garden buildings online, and it has become evident that both quality and choice is of utmost importance. The new campaign for Tiger responds to the overarching consumer need for more space, whether it be for gardening, storage, living, working, playing, for pets or even a workout. It embodies the spirit of allowing the consumer to find their own perfect space.

Created in collaboration with director Chris Cottam and Manchester-based creative agencies Chief Productions and Flipbook, the ads seamlessly blend live action with CGI. Oliver Meech, Head of Copy at Propaganda said, “We wanted to create a distinctive campaign for a category devoid of recognised brands. One that showcases the much-needed space that Tiger Sheds provide, reinforces their position as market leaders, and introduces their new tiger character, Eric.”

Ala Kowalczyk, Propaganda’s Design Director added, “Central to the creative execution was a recognition of the many strengths of the Tiger brand. Additionally we worked to recognise changing consumer behaviours and create content that would bring this to life in an engaging way.”

Woodlands’ Managing Director, Ged Lees, said, “We have a distinct message to offer consumers the choice they need – this is why we have invested significantly in printed brochures, digital marketing and not just one but two TV creatives, to make clear to consumers that Tiger has a building for whatever they require. Tiger can help find your perfect space.”

The adverts can be viewed at the links below: