Dobbies Garden Centres has unveiled its new Christmas campaign ‘Dobbies, where great value comes to life’.
Developed in partnership with creative agency Elvis, the brand’s campaign intends to raise awareness of the garden centre retailer as a ‘magical and accessible alternative’ to the average shopping experience this Christmas.
From mainstream Christmas shoppers to traditional gardeners, the campaign aims to lead a broad audience into rethinking where they shop this festive season. According to Elvis’ research, people are looking for more meaning at Christmas as well as feeling open to switching where they shop as they look for value this season.
The integrated Christmas push focuses on a magical growing bauble which grows into something ‘truly spectacular’, seeding the ‘warmth and special festive spirit’ found at Dobbies.
The spot, created by Craft Films and directors WE, uses live action, stop motion and CGI techniques.
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“Our second and biggest campaign of the year, developed in partnership with ELVIS, positions Dobbies as a magical alternative to the ordinary seasonal shopping experience, showing how our teams and product ranges bring Christmas to life, with value and quality front of mind,” Dobbies Garden Centres customer director, Louise Niven, said.
The campaign will feature across social, digital, radio and print channels with media buying and planning carried out by MediaCom and Clean Digital.
Elvis executive creative director, Neale Horrigan, added: “As winter fast approaches, something magical happens within Dobbies Garden Centres. As well as growing plants, they start growing Christmas! With this in mind, we developed an unexpected and unforgettable campaign which sees this magical family destination come to life before your very mince pies!”
