The Toronto agency will lead brand strategy and creative for the appliance retailer.
The Garden has added Ontario-based TG Appliance Group to its growing client roster. The Toronto shop won the assignment in a competitive review.
TG Appliance Group is one of the province’s leading appliance retailers, with 350 employees and $250 million in annual revenue. It operates 14 stores under the Tasco and Goemans banners, with a footprint that stretches from Whitby to London
“As two of the most respected appliance retail banners in Ontario, we have a strong heritage and loyal customer base, but we play in an industry where the products, prices and promotions are virtually identical across competitors,” says Andrew Borsk, director of marketing and e-commerce, TG Appliance Group. “The experience we offer goes beyond those base purchase drivers and we believe The Garden has the talent and approach to help us refine our offering and engage with more appliance shoppers at a higher level.”
The Garden won the assignment on the basis of its proven track record of brand transformation and strong reputation for helping brands make a meaningful impression across every touchpoint in their ecosystem. With a vastly changed retail landscape, they have been tasked with repositioning TG Appliance Group’s flagship banners, helping them stand out in a crowded appliance marketplace.
The Garden is currently working with the organization on strategy and brand positioning, which will be followed by identity work and creative platform development. The agency’s first work will arrive in early to mid 2022.
“Ultimately, our ambition is to help both Tasco and Goemans stand out by giving people a reason to fall in love with their brands and the overall experience they provide,” says The Garden’s co-founder, Shari Walczak. “Which can be particularly challenging when what they focus on selling in their showrooms are other company’s brands, and not their own.”
The assignment reflects The Garden’s longstanding commitment to producing work that impacts not just communications, but every touchpoint across the customer journey, said Walczak. The process helps shape not only the way it does business, but how it engages customers.
TG Appliance Group
TG Appliance Group is the parent company of Tasco Appliances (Est. 1954) and Goemans Appliances (Est. 1978). TG operates 14 retail showrooms across southern Ontario and has in-house appliance delivery and installation experts. TG also has a dedicated sales and operations teams working directly with developers, custom home builders and interior designers.
The Garden is one of Canada’s top independent creative agencies driven by the belief that brands should start focusing less on the impressions they buy and more on the impression they make. Through a highly strategic and holistic approach to creative problem solving and design, The Garden is committed to helping companies build more emotionally connected relationships with their customers – because every brand deserves to be loved.