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By Amy Houston, Senior Reporter

April 11, 2022 | 2 min read

Dobbies Garden Centres is embracing the optimism of spring in a new integrated campaign from creative agency partner Elvis.

‘Spring It On’, which was shot by Jonas McQuiggin at Craft Films, chops through vignettes showing the varied world of gardeners, with each bright execution carrying the line: ‘However you garden, spring it on with Dobbies.‘

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The ad aims to reflect the diversity of gardeners, leaning into the stats that more people in urban areas are taking up gardening than ever before as a result of spending more time at home.

“We’re delighted to unveil the first work we’ve developed as part of our new partnership with Elvis,” said Kirsty Rockey, head of brand strategy and innovation at Dobbies.

“We want to inspire and welcome every gardener, from experienced horticulturalists to those buying their first houseplant. Because of this, our new campaign, ‘Spring It On’, has been carefully crafted to appeal to several different audience segments across our product range.”

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It is Elvis’s first work for the brand since being appointed as the lead creative agency last year.

“We’re not just selling flowers, we’re selling feelings,” added James Hudson, creative director at Elvis. “So, as we head into spring, we wanted to appeal to all of our green fingered friends to bring our gardens – and ourselves – back to life with a brilliant burst of color, energy and excitement.

“Whether you’re tending to your lawn, turning sills into sanctuaries or co-parenting a cactus, it’s time to get out there and spring into action.”

The campaign will be amplified through press, radio, social and digital channels, with MediaCom responsible for all media buying.

Dobbies Creative Works Brand Strategy

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