– Launch follows success of Spring 2022 campaign “Spring It On”, also developed in partnership with elvis
– Playful integrated push features oversized visuals and focuses on value-for-money
elvislondon.com
LONDON, 12th May 2023 – Dobbies, the UK’s leading garden centre retailer, has unveiled a brand-new multichannel campaign, “Spring’s a Big Deal at Dobbies”. The push was developed in partnership with creative agency elvis.
Following the success of Dobbies’ Spring 2022 campaign, “Spring It On”, also created by elvis, the retailer is launching what it hopes will be its best Spring campaign ever. With cost of living remaining front of mind for the nation, Dobbies is choosing to focus on value-for-money in order to enhance brand awareness and consideration, and to drive footfall and sales in its stores and at dobbies.com
Dobbies has partnered with elvis to develop an integrated campaign that celebrates the significance of Spring for UK gardeners from all walks of life, showing off the great value on offer. It aims to reassure shoppers that a visit to Dobbies will give them everything they need for their garden, with quality and cost at the forefront.
Leading with a 20-second film directed by Ben le Tourneau at production company The Operators, the push plays with fun visual metaphors to represent the huge bargains available at the retailer, with products being blown up to incredible sizes, to the amazement of gardeners.
The campaign sees Dobbies testing out a new media mix, moving into broadcast video-on-demand, out-of-home and digital audio. This is supported by activity across digital display, social and eCRM. Media planning and buying for broadcast, audio-visual, digital display and partnership activity is by EssenceMediacom, while paid social, search, shopping and additional targeted digital display activity is by Clean Digital. This is also supported by PR activity in collaboration with Frame.
In line with elvis’ B Corp accreditation and Better World strategy, which sees it focus on delivering against the core principles of equity, sustainability, community and kindness in every aspect of its business, the campaign was produced as sustainably as possible. elvis and The Operators worked in close partnership with Dobbies, which provided its new flagship store in Tewkesbury as the shoot location, in order to avoid any large set build requirements, with all props coming from Dobbies and being recycled or reused in store after the shoot in order to minimise any waste. The Operators also enabled elvis to realise its creative idea through CGI, instead of producing large scale props.
Louise Niven, Customer Director, Dobbies, said: “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. 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.”
Neale Horrigan, Executive Creative Director, elvis, 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.”
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