Merle unveils Dobbies TV campaign

Merle has unveiled its first work for garden centre chain Dobbies since winning the account last year. The brand TV campaign, created by Merle’s Steve McIntyre and directed by fashion photographer David Eustace, broke on Monday and will run for three months in Scotland and England. It will be supported by a regional press campaign, which is to run until autumn. The campaign was shot over two days last September amid fears that a later shooting date would bring with it unsuitable weather conditions and it has been kept under wraps until now. The ad is part of marketing director Deborah Robertson’s on-going strategy to broaden the appeal of Dobbies beyond keen gardeners and into a more general lifestyle market. The company is currently the fastest-growing garden retailer in the UK, with 17 centres.