The new approach, developed in partnership with creative agency elvis, is Dobbies’ first long-term brand platform, designed to evolve and grow over the seasons and years. Signalling a shift from seasonal campaigns, the campaign will replace Dobbies’ previous spring-focussed approach with an all-year-round strategy that spans the gardening calendar.
Distributed across digital out-of-home, radio, digital, social, and in-store channels, the new platforms went live on the 20th of March – marking the first day of Spring.
‘This Is Garden Living’ aims to define what garden living looks like across different seasons, cultural moments, and product categories. Created primarily to drive footfall, the campaign is built on insight from elvis, which found that while people feel relaxed in their outdoor spaces, relaxation means more than simply sitting back. Whether it’s growing plants and flowers, watching wildlife, harvesting homegrown produce, cooking, playing, or entertaining friends and family, ‘garden living’ is as diverse as the people who enjoy it.
Kirsty Rockey, Head of Brand, Dobbies Garden Centres, said: “When we came to develop our new strategic and creative platform, we saw a real opportunity to make the concept of ‘garden living’ our own. It’s more than just gardening, it’s about creating a space to relax, connect, and enjoy life. The team has done a brilliant job of bringing this to life with a platform that’s both inspiring and relevant. ‘This Is Garden Living’ perfectly captures what gives Dobbies relevance, and why people keep coming back to us.”
The campaign is supported by media planning and buying from EssenceMediacom, PPC by Clean Digital, and PR by Frame.
