Garden centre retailer Dobbies has launched a major integrated campaign to celebrate the start of spring, positioning itself as a champion of garden living.
Developed in partnership with creative agency Elvis, ‘Spring’s OUR Thing’ will be led by a quirky 30-second hero film that showcases the brand’s extensive gardening heritage.
The upbeat campaign is inspired by insight that reveals people feel more optimistic in spring that during any other season, with 71% of Brits saying that being close to nature helps them relax.
“We know that people feel more optimistic in spring than at any other time of year, with this backed by our recent research, and that many are looking forward to seeing their gardens bouncing back to life,” Dobbies Garden Centre head of brand, Kirsty Rockey said.
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“With this campaign, we’re demonstrating how liberating and rejuvenating being in touch with nature can be, and motivating customers to make the most of it. We’re the champions of garden living, and showing people that Dobbies is the place to go for all they need to make the most of their gardens this springtime.”
Directed by Alex Cooper through Lobster, the creative will run across video-on-demand, social, digital display, audio and shopper channels, with media planning and buying handled by EssenceMediacom and Clean Digital.
Elvis ECD, Neale Horrigan added: “This new campaign for Dobbies has allowed us to bring in more colour, positivity and unexpected delights to this optimistic season and showcase how the power of the garden improves and enhances lives, all executed in a fun and humorous way. We’re encouraging gardeners to dig deeper, grow greater and relax…relaxier!”
