Dobbies Garden Centres’ 2024 campaign, "Spring’s OUR thing," positions the brand as an advocate for garden living — encouraging audiences to embrace and enjoy their outdoor spaces for work, play, and growth. The campaign communicates Dobbies’ longstanding expertise and comprehensive product range while emphasizing the emotional and lifestyle benefits of gardening, namely relaxation and mood enhancement. By framing the garden as a vital space for personal wellbeing, the campaign seeks to increase brand awareness and drive more frequent visits throughout the spring season.
The campaign’s market strategy is grounded in consumer research revealing a strong seasonal optimism tied to spring, with 71% of UK adults indicating that closeness to nature aids relaxation and 41% noting that garden activities uplift their mood. This insight informs a creative approach that combines humor and character-driven storytelling in a 30-second hero film. Directed by Alex Cooper, the film uses direct address to the audience alongside diverse gardening interactions, reinforcing the inclusive and motivational tone of the message. By leveraging a quirky, personable style, the campaign aims to resonate with gardening enthusiasts and the broader public who may seek a relatable and lighthearted call-to-action to engage more deeply with their gardens. The choice of audio and digital media platforms maximizes reach within the UK retail and garden service markets, aligning with the brand’s intent to refresh its position as a springtime destination for both practical needs and lifestyle aspiration.
FORMAT#7 PRESENTER TESTIMONIAL — A person explains the product’s benefits directly to the audience.
The campaign’s central device is a character-driven spot with one person delivering a script to camera, addressing the nation directly as they move through multiple garden settings and situations, each time showing off different gardeners, products, and uses. This direct address, combined with humour and actionable enthusiasm, clearly fits the Presenter Testimonial format rather than a narrative arc or simple demonstration; the protagonist acts as the passionate spokesperson and motivator, embodying the brand’s spirit and guiding viewers through the benefits, experiences, and joys associated with Dobbies' products. There is no focus on an unfolding story, product vs. competitor contrast, or layered symbolism—but rather an energetic presenter championing the brand and its springtime ethos.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. B&Q – Market Positioning
B&Q positions itself as a comprehensive home improvement retailer offering a wide range of garden products alongside DIY, decorating, and building supplies. Their focus is on convenience, competitive pricing, and extensive product range, catering to both amateur gardeners and professional tradespeople, with a strong digital presence and in-store expertise.
2. Homebase – Market Positioning
Homebase emphasizes accessibility and community by blending garden centre offerings with home improvement and décor products. They differentiate through localized store experiences, seasonal promotions, and an emphasis on helping customers create personalized indoor and outdoor living spaces, supported by friendly staff and practical advice.
3. Wickes – Market Positioning
Wickes strategically positions itself as a value-driven home improvement and garden retailer focused on quality, affordability, and expert advice. They target practical homeowners and trade professionals with a streamlined product range that facilitates quick and effective home and garden projects.
4. The Garden Centre Group (Gardman, Garden Style) – Market Positioning
As a specialized garden retailer, The Garden Centre Group highlights product quality and gardening expertise. Their strategic angle revolves around seasonal gardening trends, plant health, and decorative garden products, positioning themselves as trusted advisors with a passion for enhancing garden living.
5. Wyevale Garden Centres (now part of Blue Diamond Group) – Market Positioning
Wyevale, under Blue Diamond, targets gardening enthusiasts by offering a wide variety of plants, garden products, and outdoor living goods in a friendly, informative environment. Their market position focuses on expert knowledge, seasonal inspiration, and creating a welcoming shopping experience for all garden lovers.
Q: What is Spring's OUR thing about?
A: Spring's OUR thing is a 2024 multichannel campaign from Dobbies Garden Centres, developed in partnership with creative agency Elvis for the UK retail market. The campaign positions Dobbies as champions of garden living, encouraging audiences to embrace their outdoor spaces for work, play, and growth during the spring season. Central to the campaign is a quirky, humorous 30-second hero film directed by Alex Cooper at Lobster, featuring a character-driven approach to motivate viewers. The campaign leverages fresh research on the mood-boosting benefits of gardening, aiming to increase brand awareness and drive frequent customer visits throughout spring.
Q: What creative device does Spring's OUR thing use?
A: Spring's OUR thing employs the Presenter Testimonial format, as classified by Clapboard's 12-format taxonomy. In this approach, a single character delivers the campaign message directly to camera, addressing the nation while moving through various garden settings and interacting with different gardeners, products, and scenarios. This direct address, infused with humour and actionable enthusiasm, positions the protagonist as an energetic spokesperson and motivator. The format eschews narrative arcs or product demonstrations in favour of a passionate presenter embodying Dobbies' springtime ethos and guiding viewers through the joys and benefits of garden living.
Q: What is the campaign proposition for Spring's OUR thing?
A: The campaign proposition for Spring's OUR thing is to position Dobbies Garden Centres as advocates for garden living, targeting UK consumers who value their outdoor spaces for relaxation, play, and personal growth. By highlighting the emotional and lifestyle benefits of gardening—such as relaxation and mood enhancement—the campaign seeks to increase brand awareness and drive more frequent visits during the spring season. This strategic positioning leverages consumer research showing strong optimism and wellbeing linked to spring and nature, aiming to make Dobbies the go-to destination for both practical gardening needs and aspirational outdoor lifestyles.
Q: How does Spring's OUR thing rank in Clapboard's archive?
A: Spring's OUR thing holds a Clapboard Campaign Score of 64/100 in Clapboard's global ad archive. This score reflects the campaign's creative ambition, execution quality, and cultural relevance within the UK retail and garden services sector.
Q: Who are the competitors in Dobbies Garden Centres's category?
A: In the UK garden retail sector, Dobbies Garden Centres faces competition from several key players. B&Q is positioned as a comprehensive home improvement retailer with a wide garden range and strong digital presence, while Homebase blends garden centre offerings with home improvement and décor, focusing on accessibility and community. Wickes targets practical homeowners and trade professionals with a value-driven, streamlined product range, and The Garden Centre Group emphasises gardening expertise and seasonal trends. Wyevale Garden Centres, now part of Blue Diamond Group, appeals to gardening enthusiasts with expert knowledge, seasonal inspiration, and a welcoming in-store experience.
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