LONDON, 20th March 2025 – Dobbies Garden Centres has today unveiled a new strategic and creative platform in a new multichannel campaign, ‘This Is Garden Living’. The platform and push were developed in partnership with creative agency elvis.
The launch marks the first time the retailer has had a long-term brand platform, designed to be built on and evolve in subsequent years. It is also the first campaign created to run through the gardening seasons replacing its previous spring-focussed push.
Dobbies partnered with elvis to develop an always-on strategic and creative platform to drive footfall to store.
Research undertaken by elvis showed that the audience’s outdoor space makes them feel relaxed above all else, but that ‘relaxation’ isn’t just about passive activities. Instead, their outdoor space is a place to retreat to, to grow plants and flowers, watch wildlife, grow their own food, cook meals, play, and host loved ones.
The new strategic and creative platform ‘This Is Garden Living’ enables Dobbies to define what ‘garden living’ looks like across multiple seasons, cultural moments, and categories. Not only that but it positions Dobbies as the go-to retailer to deliver quality products, reassuring expertise, an enhanced in-store environment, well organised ranges, and affordable price points.
Creatively, the new campaign demonstrates how ‘garden living’ means something different to everyone. Beautiful macro shots place the viewer at the heart of the action, showing off the detail of ‘garden living’ as though they’re experiencing it first-hand.
The campaign is running across digital out-of-home, radio, digital, social and in-store channels. Media planning and buying is by EssenceMediacom. PPC is by Clean Digital. PR is by Frame.
Tanya Whitehouse, CEO, elvis, said: “Garden living means something different to everyone, whether it’s growing your own veg, hosting a barbecue, or just enjoying a quiet moment outside. With ‘This Is Garden Living,’ we’ve worked collaboratively with the Dobbies team to create a long-term platform that celebrates all those little moments and gives Dobbies a way to inspire people throughout the year. We’re really proud to have worked with them on a campaign that feels so relatable and brings to life what makes spending time in the garden so special.”
Kirsty Rockey, Head of Brand, Dobbies Garden Centres, added: “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. Our in-house team and elvis have 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.”
