Episode Details

In this episode of The Underground Podcast, Phil is joined by Beth Johnson, CEO of Umbrella, the promotions agency behind major campaigns for brands like Cadbury and Unilever. Together, they explore how the garden sector can borrow from the grocery playbook to drive footfall, shift stock, and boost brand engagement.

Beth shares:

• Why promotions are about more than discounts—and how they can build brand equity
  
• Real-world examples from FMCG, including VIP merch drops, cashback offers, and sports tie-ins
  
• How garden retailers could better use loyalty schemes and customer data
  
• Why personalisation is the future—and how brands should prepare
  
• Practical advice for running legally sound, high-impact promotions in physical and digital spaces

Whether you're a brand manager, garden centre buyer, or just curious about how to turn browsers into buyers, this episode is packed with insights on how promotions, done right, can spark growth.
Relevant for: garden brands, garden centres, product marketers, FMCG professionals, and anyone curious about shopper behaviour and brand-building.
For more on Beth's work: team-umbrella.co.uk