Dobbies unveils Christmas advertising campaign
Garden centre retailer Dobbies has launched a new festive advertising campaign called The Joy of Dobbies.
The campaign includes three hero TV ads that aim to communicate how nothing beats the feeling of a trip to Dobbies at Christmas time. Strategically, the campaign also launches Dobbie’s new positioning, Not Your Average Garden Centre.
Graeme Jenkins, chief executive of Dobbies, said: “This year’s Christmas adverts have a fresh creative approach. Our researcg has shown that more than a fifth of Brits are more excited about Christmas than ever before and we’ve tried to capture that magic of the festive season through our ads and put a smile on consumers’ faces.
“Our diverse seasonal offering from gifts and decorations, trees and houseplants, to food and cookware essentials mean we offer consumers a convenient and enjoyable Christmas shopping experience.”
The campaign was created by ODD following its appointment as Dobbies’ creative and strategic agency earlier this year.
Nick Sickland, executive creative director of ODD, said: “For the Christmas fan, a festive trip to the garden centre is a quintessential part of the winter calendar. We wanted to help Dobbies own this pilgrimage in a way that felt different and standout in the competitive landscape that is TV Christmas. We’re excited to help spread the joy of shopping at Dobbies nationwide.”
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