Dobbies announces new creative direction

Dobbies has unveiled a new strategic and creative platform, This Is Garden Living, to drive year-round footfall.

The approach is the chain’s first long-term brand platform, designed to evolve and grow over the seasons and years. Signalling a shift from seasonal campaigns, it will replace Dobbies’ previous spring-focussed approach with an all-year-round strategy that spans the gardening calendar.

This Is Garden Living aims to define what garden living looks like across different seasons, cultural moments and product categories. It will lean on Dobbies’ reputation for providing quality products, expert advice, inspiring in-store experiences and accessible price points.

'More than just gardening'
Kirsty Rockey, head of brand for Dobbies Garden Centres, said: “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.”

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