JDA PR wins Girlie Gardening and Sod it brands

Leeds-based full-service agency The JDA Group has been awarded the PR accounts for Girlie Gardening and Sod it brands, both of which recently featured on Peter Jones' Tycoon programme on ITV.

Founded by Helen James and Cathy Caudwell-Todd, Girlie Gardening is based in Skipton and offers a wide range of clothing and equipment for the garden, including pink watering cans and lipstick embellished wellies with matching umbrella.

'Sod it' was launched following the pair's participation on TV show Tycoon, which saw six entrepreneurs compete for Peter Jones's venture capital.

The Dragon's Den panellist was so impressed with Sod it - a further garden range - that he is now a partner in the business and actively supports both brands.

JDA has been tasked with creating a media relations programme to maximise awareness within the consumer and trade press and support overall sales of both Girlie Gardening and Sod it.

The PR team will also be working closely with Peter Jones to implement a brand management programme to support the brands' identity policies.

Jason Kelly, PR Director for JDA PR, stated: "We are delighted to be representing Girlie Gardening and Sod it - two very exciting propositions, which have already made a splash with high-end retail outlets, such as Harrods.

"Because of our experience within the retail sector we know we can deliver an effective and pro-active programme to achieve the required objectives".

Helen James commented: "We picked The JDA Group because of its reputation for delivering results within the retail sector - both Girlie Gardening and Sod it have been born out of hard work and we know the PR team will be able to support us and indeed exceed our expectations for the complete benefit of both brands".

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