Dobbies promotes 'garden living' through the seasons

Dobbies is aiming to show how the garden is not just for spring and summer but multiple seasons and cultural moments, in a new campaign under the strapline “This Is Garden Living”.

Devised by Elvis, the activity is designed to demonstrate how ‘garden living’ means something different to everyone, with shots placing the viewer at the heart of the action, focusing on the little details as though they are experiencing it first-hand.

It represents a significant shift from Dobbies’ previous seasonal campaigns, and is built on insights from Elvis, which found that while people feel relaxed in their outdoor spaces, relaxation means more than simply sitting back.

Whether it is growing plants and flowers, watching wildlife, harvesting homegrown produce, cooking, playing, or entertaining friends and family, ‘garden living’ is as diverse as the people who enjoy it.

The launch of the campaign follows a major restructure of the company, after it was bought in 2023 by the investment firm Ares Management and fell to a £105.2m pre-tax loss in the year to March 2023, against a £7m loss a year earlier. The overhaul saw it shut 17 stores, to concentrate on the 60 most profitable outlets.

Dobbies Garden Centres head of brand Kirsty Rockey commented: “When we came to develop our new strategic and creative platform, we saw a real opportunity to make the concept of ‘garden living’ our own. It’s more than just gardening; it’s about creating a space to relax, connect, and enjoy life.

“The team has done a brilliant job of bringing this to life with a platform that’s both inspiring and relevant. ‘This Is Garden Living’ perfectly captures what gives Dobbies relevance, and why people keep coming back to us.”

Elvis chief executive Tanya Whitehouse added: “We’ve worked collaboratively with the Dobbies team to create a long-term platform that celebrates all those little moments and gives Dobbies a way to inspire people throughout the year.

“We’re really proud to have worked with them on a campaign that feels so relatable and brings to life what makes spending time in the garden so special.”