When OMD EMEA won the full service account for MTD and its portfolio of brands, including Robomow and Cub Cadet, the challenge was to introduce robotic lawnmowers to European audiences in a way that felt relevant, human, and distinct from category convention.
Rather than leaning into product specifications or technical superiority, we led the development of a narrative approach rooted in how different audiences experience their gardens. For Robomow, the focus was on freedom and time reclaimed, positioning automation as a way to enjoy the garden without labour. For Cub Cadet, the emphasis was on pride and performance, celebrating the satisfaction of precision and control.
By understanding these distinct motivations, we crafted brand specific creative narratives that felt authentic to each audience while remaining part of a unified launch system. The work challenged the category norm of functional advertising by framing garden care as an emotional experience tied to lifestyle and identity.
The launch rolled out across key European markets including the UK, Germany, Italy, and France. Hero films anchored the campaign, supported by a comprehensive suite of assets spanning digital display, out of home, television, print, and in store. The system allowed for local adaptation while maintaining consistent brand intent across markets.
The result was a campaign that introduced two distinct brands clearly and confidently, demonstrating how thoughtful creative strategy can bring clarity and relevance to a complex product portfolio.
