Garden centre retailer Dobbies has today (12 May) unveiled a new integrated campaign ahead of the key spring/summer gardening season.
Developed in partnership with London agency Elvis, ‘Spring’s a Big Deal at Dobbies’ will be led by a 20-second hero spot with a creative centred around playfully oversized visuals.
The campaign will see the retailer enter new media territory, with the film being pushed out across broadcast video-on-demand, out-of-home and digital audio.
“Following the success of Spring It On in 2022, we’re excited to reveal what we hope will be our biggest and best Spring campaign to-date,” Dobbies customer director, Louise Niven said.
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“We want to show all gardeners the great value available at Dobbies, whether they’re established gardeners or novices giving it a go for the first time.”
With media planning and buying handled by EssenceMediacom and Clean Digital, the campaign will additionally be supported by digital display, social and eCRM executions.
Elvis executive creative director, Neale Horrigan added: “With the pressures of the current cost of living affecting so many people, we wanted to make sure this campaign offered some tangible reassurance as well as capturing the uplifting and reinvigorating mood that Springtime unleashes. We hope our playful, larger-than-life ads will raise a smile and get all sorts of gardeners visiting Dobbies this Spring.”
