Garden centre chain Dobbies is looking to draw people in this Christmas by creating a sense of magic within its stores throughout the festive season.

Devised in partnership with creative agency Elvis, the campaign will be centred around a 20-second spot that showcases how Dobbies can help people feel Christmas ‘in every sense’ this year.

The creative will primarily aim to drive footfall to the retailer across the vital Christmas period, targeting in particular a core audience of people aged 44+ and families.

“At Dobbies, you can immerse yourself in the magic of the season. ‘Christmas, in Every Sense’ captures that special moment when you step into the store and your senses come alive with festive sights, scents and sounds. It’s all about experiencing everything you love about Christmas,” Elvis ECD, Neale Horrigan said.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing campaigns sent straight to your inbox each morning

With media planning and buying handled by EssenceMediacom and Clean Digital, the work will be pushed out via social media, digital and in-store activations.

Dobbies head of brand, Kirsty Rockey added: “Buying Christmas gifts sometimes feels more like a chore than a celebration, but shopping at Dobbies brings the festive spirit to life.

“This dynamic, digitally-led campaign showcases how we enable people to enjoy all the best bits of Christmas, with our great range of products, delicious food and drink, and a vibrant atmosphere filled with sights and, of course, Santa.”