A New Brand Platform for Year-Round Engagement

Dobbies Garden Centres, a leading nationwide retailer, has introduced its "first-ever" long-term brand platform, aiming to enhance customer engagement and increase footfall across its more than 50 stores in the UK and Northern Ireland.

Introducing 'This Is Garden Living'

Developed in collaboration with creative agency Elvis, the new brand platform, 'This Is Garden Living', showcases the diverse ways people can enjoy their outdoor spaces throughout the year. Unlike previous seasonal marketing efforts, this platform provides a continuous narrative, demonstrating what "garden living" looks like across multiple seasons.

A Multichannel Campaign to Inspire Outdoor Enjoyment

To support the launch of 'This Is Garden Living,' Dobbies has rolled out a multichannel campaign that spans digital out-of-home, radio, digital platforms, social media, and in-store promotions. This marks a significant shift from their traditional spring-focused campaigns, allowing for a more consistent and engaging approach to garden-inspired living.

A Fresh Perspective on Outdoor Spaces

According to Tanya Whitehouse, CEO of Elvis, "Garden living means something different to everyone, whether it’s growing your own vegetables, hosting a barbecue, or simply enjoying a quiet moment outside."

Elvis' research indicates that outdoor spaces serve various purposes beyond gardening, such as providing a retreat for relaxation, a space to watch wildlife, cook meals, and entertain guests. The campaign seeks to capture and celebrate these unique experiences.

Expert Collaboration for Maximum Impact

To ensure a well-rounded approach, EssenceMediacom handled media planning and buying, Clean Digital managed pay-per-click campaigns, and Frame took charge of PR efforts. This collaboration ensures that the message reaches a broad audience across multiple touchpoints.

A Platform That Resonates With Customers

Kirsty Rockey, Head of Brand at Dobbies Garden Centres, emphasized the importance of defining "garden living" in a way that aligns with their brand identity: "It’s more than just gardening; it’s about creating a space to relax, connect, and enjoy life."

Rockey praised the efforts of both the in-house team and Elvis, stating that 'This Is Garden Living' captures the essence of Dobbies' brand and provides a compelling reason for customers to return throughout the year.

Conclusion: Transforming Gardens Into Living Spaces

With this new initiative, Dobbies Garden Centres is set to redefine how people perceive and use their outdoor spaces. By promoting 'garden living' as a year-round experience, the brand aims to inspire customers to make the most of their gardens, no matter the season.

Stay tuned for more updates as Dobbies continues to roll out engaging content and experiences under this exciting new platform.

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