Dobbies unveils spring advertising campaign for 2021

Garden centre giant Dobbies has unveiled its new spring advertising campaign for 2021. As people across the country begin to prep their outdoor spaces for the warmer months ahead, Springtime with Dobbies brings to life the positive feeling you get at home and in your outdoor space with your new gardening products.

Following Dobbies’ festive campaign, the springtime strategic positioning once more encompasses the theme of Not Your Average Garden Centre. With the popularity of gardening booming in 2020 and reports of three million new gardeners across the UK, Dobbies’ new campaign highlights the impact gardening can have on your wellbeing, no matter the size of your indoor or outdoor gardening space.

In keeping with the look and feel of the 2020 Christmas advertising campaign, there are two hero TV ads which feature their own unique characters, including an energetic springer spaniel, Dora, revelling in her back garden, and a young woman, Jess, bringing the outdoors in with a beautiful new houseplant.

Bright and bold, both adverts also feature uplifting, original music by Humphrey Sitiama and Jordan Byrd featuring Tabitha Westley on vocals, and music supervision from Wake The Town.

© Dobbies Garden Centres

Graeme Jenkins, CEO 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.”

Following the 2020 Christmas campaign, the spring campaign has been developed by London-based retail specialist 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.

“We’re thrilled to help continue spreading the experience and joy of shopping at Dobbies nationwide, and provide people with that uplifting feeling that Spring has finally arrived.”

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