The Drum Awards for Marketing - Extended Deadline

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By John McCarthy, Opinion Editor

November 4, 2014 | 2 min read

Dobbies has launched its new Christmas brand mascot Dobbie the forgotten reindeer in a new radio campaign and animated TV ad.

The radio offering will cover Bauer Media across four markets near key stores in Northern Ireland, Preston, Atherstone, Liverpool and Southport from Monday 10 November.

This will promote Dobbie the reindeer and encourage footfall into stores, allowing comsumers to pose for pictures with the new mascot.

The ads - and character - were developed by the Leith agency. The TV ad was narrated by Bernard Cribbins and debuted on Saturday 1 November during an X-Factor ad break in Scotland.

It saw the introduction of Dobbie the reindeer, Santa’s first female steed. Dobbies picked a hole in the Christmas lore adding that all male reindeer lose their antlers in winter, so Santa’s sleigh must be pulled by females.

Jo Coomber, marketing director of Dobbies: said: “This year, we wanted to share our Christmas spirit more widely than ever before with an integrated campaign featuring Dobbie, who we have no doubt will have a wide appeal as we all fell in love with her."

She added: “We believe she has the potential to cut through what is a very cluttered time of year for communications and that she would be a charming and engaging ambassador for delivering the Dobbies Christmas message far and wide."

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