Dobbies unveils new advertising campaign
Garden centre operator Dobbies has unveiled its new advertising campaign for 2021.
Called Springtime at Dobbies, the campaign aims to bring to life the positive feeling people get when being outdoors using new gardening products. Following the success of the retailer’s Christmas campaign, the theme is omce again ‘Not Your Average Garden Centre’.
In keeping with the look and feel of the festive campaign, there are two hero TV ads. Both feature original music by Humphrey Sitiama and Jordan Byrd with Tabitha Westley on vocals and music supervision from Wake The Town.
Graeme Jenkins, chief executive of Dobbies, said: “With our spring advertising campaign, we’ve aimed to capture the way gardening and plants can enhance our mood and wellbeing – from the shopping experience at our stores to getting your gardening products home and using them to enhance whatever space you have. With the arrival of spring, we wanted to showcase the fun and vibrancy of the changing seasons.
“The trends for grow you own, edible plants, houseplants, al fresco dining and family gardening are what we are seeing across the Dobbies’ estate and we are here to help people have success with their gardens.”
The campaign has been developed by ODD which was appointed last year as Dobbies’ creative and strategic agency.
Nick Stickland, executive creative director of ODD, said: “With spring ushering in fresh starts and new beginnings, we wanted to help demonstrate the emotional and positive benefits that gardening and houseplants can bring to our everyday lives during a time when our wellbeing has never been more important.”