Dobbies Garden Centres: Spring’s OUR thing
Dobbies, the UK’s leading garden centre retailer, has launched a major new multichannel campaign, ‘Spring’s OUR thing,’ developed in partnership with the creative agency Elvis. This exciting campaign positions Dobbies as champions of garden living, encouraging people to enjoy their garden spaces for work, play, and growth.
Embracing Garden Living
The new spring campaign from Dobbies aims to increase awareness and consideration of the brand, showcasing its wide range of products and emphasizing the joys of garden living. The campaign is based on the insight that spring is the season when people feel most optimistic. According to research conducted by Dobbies and Censuswide, 71% of Brits find relaxation in being close to nature, and 41% of garden users say it brightens their mood.
A Quirky, Humorous Approach
At the heart of the campaign is a 30-second hero film directed by Alex Cooper at Lobster. This quirky, humorous film serves as a passionate call-to-arms, motivating everyone to embrace the joys of spring with a little help from Dobbies. The character-driven spot features a lively individual delivering a script to the camera and the nation, interacting with different gardeners, products, and situations in various garden settings.
Campaign Highlights
- Garden Living Philosophy: Dobbies’ campaign promotes the concept of garden living, encouraging people to make the most of their garden spaces.
- Optimistic Spring Season: The campaign taps into the positive feelings associated with spring, supported by research highlighting the benefits of being in nature.
- Engaging Hero Film: The 30-second film combines humor and passion, showcasing Dobbies’ products and inspiring viewers to enjoy their gardens.
- Multichannel Approach: The campaign spans TV, digital, and social media, ensuring broad reach and engagement.
Connecting with Customers
Dobbies’ ‘Spring’s OUR thing’ campaign is designed to resonate with garden enthusiasts and casual gardeners alike. By highlighting the benefits of spending time in the garden and providing a wide range of products to enhance the garden living experience, Dobbies aims to become a go-to destination for all things gardening.
The character-driven hero film, with its engaging and humorous approach, is set to capture the attention of a wide audience. It encourages viewers to push the joys of spring further and make the most of their garden spaces. This call-to-action is not only motivational but also underscores Dobbies’ commitment to helping customers create beautiful and functional garden environments.
Conclusion
Dobbies Garden Centres’ ‘Spring’s OUR thing’ campaign successfully combines humor, passion, and practical advice to inspire garden living. By emphasizing the positive impact of being in nature and providing a comprehensive range of products, Dobbies positions itself as the ultimate champion of springtime gardening. This engaging campaign is set to attract and delight garden lovers across the UK, encouraging them to visit Dobbies frequently throughout the spring season.
