Nationwide retailer Dobbies Garden Centres has unveiled its “first-ever” long-term brand platform.

Titled ‘This is Garden Living’, it was devised in partnership with creative agency Elvis and aims to increase footfall and allow the brand to show what ‘garden-living’ looks like across multiple seasons.

The retailer – which has more than 50 stores across the UK and Northern Ireland – has also launched a new multichannel campaign to run through the seasons, replacing the garden centre’s previous springtime marketing drive.

Tanya Whitehouse, CEO, Elvis, said: “Garden living means something different to everyone, whether it’s growing your own veg, hosting a barbecue, or just enjoying a quiet moment outside.

“With ‘This Is Garden Living,’ we’ve worked collaboratively with the Dobbies team to create a long-term platform that celebrates all those little moments and gives Dobbies a way to inspire people throughout the year.”

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Research from Elvis found that as well as gardening, people use their outdoor space as a “retreat”, to watch wildlife, cook meals and host loved ones.

The new campaign will run across digital out-of-home, radio, digital, social and in-store channels. EssenceMediacom handled media planning and buying, Clean Digital provided pay-per-click and PR was managed by Frame.

Kirsty Rockey, head of brand at 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.”

“Our in-house team and Elvis have 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,” she added,