Dobbies unveils Christmas advertising campaign for 2020

Dobbies, a UK garden centre retailer, unveils its brand-new Christmas advertising campaign today (Monday 9 November 2020). The Joy of Dobbies brings to life the magical experience of a trip to Dobbies during the festive period.

Impactful and unexpected, there are three hero TV ads which feature their own unique characters including Freddie the poodle enjoying the wind in his fur as he sledges down a mountain, Elaine living out her on-stage fantasy while it’s raining mince pies and Brian indulging in a creamy hot chocolate in a hot tub overflowing with Christmas baubles.

All are an entertaining ode to the fact that nothing that beats the feeling of a trip to Dobbies at Christmas and feature original scores by Goldstein Music Ltd.

Strategically, the campaign also launches Dobbie’s new positioning, Not Your Average Garden Centre.

Graeme Jenkins, CEO of Dobbies said: “This year’s Christmas adverts have a fresh creative approach. Our research[1] has shown that more than a fifth of Brits are more excited about Christmas than ever before and we’ve tried to capture that magic of the festive season through our ads and put a smile on consumers’ faces.

“Our diverse seasonal offering from gifts and decorations, trees and houseplants, to food and cookware essentials mean we offer consumers a convenient and enjoyable Christmas shopping experience.”

The campaign is the first from London-based retail specialist ODD, who were appointed early this year as Dobbies’ creative and strategic agency.

Nick Sickland, Executive Creative Director of ODD, said: “For the Christmas fan, a festive trip to the garden centre is a quintessential part of the winter calendar. We wanted to help Dobbies own this pilgrimage in a way that felt different and standout in the competitive landscape that is TV Christmas. We’re excited to help spread the joy of shopping at Dobbies nationwide.”

[1] Survey of 2,007 nationally representative UK respondents (aged 16+) undertaken in October 2020 by Censuswide.

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