Timely launched during National Gardening Week, the campaign plays on the fact that people feel more optimistic in spring than any other season. Research data (Censuswide 2024), 71% of Brits say that being close to nature helps them relax, and 41% of respondents who use their garden for activities say being in the garden brightens their mood.

The campaign is designed to positioning Dobbies as champions of garden living; being in and enjoying one’s garden space to work, play and grow. The campaign showcases their new product ranges and aims to increase awareness, encouraging customers to visit garden centres during the spring season. Part of the campaign is a quirky, humorous 30-second film, which is to run across multiple media platforms. Capturing the uplifting mood the season unleashes for all gardeners from all walks of life, the spot aims to reassure shoppers that a visit to Dobbies will provide everything they need for their garden.

Kirsty Rockey, Head of Brand, Dobbies Garden Centres, said: “We know that people feel more optimistic in Spring than at any other time of year and that many are looking forward to seeing their gardens bouncing back to life. Our campaign demonstrates how liberating and rejuvenating being in touch with nature can be, and motivates customers to make the most of it. As champions of garden living, we want to remind people that Dobbies is the place to go for all they need to make the most of their gardens this Springtime.”