Dobbies digs deep to offer super-sized gardening deals

With summer finally on the horizon, retail chain Dobbies is aiming to re-awaken hibernating gardeners to joys of outside spaces to visit its garden centres.

‘Spring’s a Big Deal at Dobbies’ features a short film produced by The Operators, showcasing outsized CGI products a visual metaphor for the scale of bargains that await in-store.

It opens with a giant pair of garden shears being scanned at the checkout, followed by giant plants on trolleys, a huge portion of fish and chips, and mammoth seed packets being loaded into a car, and ends with a small dog chasing a giant tennis ball.

The spot forms part of a wider integrated campaign devised by Elvis and designed to rekindle a love of the great outdoors, aimed at getting consumers to channel their inner-Monty Don.

The mixed media approach will see Dobbies launch its first broadcaster video-on-demand, out-of-home and digital audio activity to maximise audiences, bolstered by paid search and targeted digital display activity.

Dobbies customer director Louise Niven said: “We want to show all gardeners the great value available at Dobbies, whether they’re established gardeners or novices giving it a go for the first time.”

Elvis executive creative director Neale Horrigan added: “With the pressures of the current cost of living affecting so many people, we wanted to make sure this campaign offered some tangible reassurance as well as capturing the uplifting and reinvigorating mood that the season unleashes. We hope our playful, larger-than-life ads will raise a smile and get all sorts of gardeners visiting Dobbies.”