Dobbies launches new long-term creative direction
The Dobbies garden centre retailer has unveiled a new strategic and creative platform called This Is Garden Living as it looks to drive year-round footfall.
Developed in partnership with creative agency Elvis, it aims to define what garden living looks like across different seasons, cultural moments and product categories.
Subscribe to TRBMarking a shift from Dobbies’ seasonal campaigns, the platform has replaced the retailer’s previous spring focused approach with an all-year-round strategy spanning the gardening calendar.
The new direction has been brought to life for the spring/summer season across digital out-of-home, radio, digital, social, and in-store channels, going live from 20 March.
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. The team has 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.”
