Dobbies launches digital-first ‘Find Your Christmust’ campaign

Garden centre retailer, Dobbies, has unveiled its Christmas campaign, ‘Dobbies: Find Your Christmust’. The multichannel push was developed in partnership with creative agency, Elvis, with media planning and buying by EssenceMediaCom and Clean Digital.

The digital-first campaign aims to drive footfall and sales, while also increasing brand awareness. Against the backdrop of consumers being more conscious of their spending, the campaign presents Dobbies as a magical, stress-free festive destination, where money is well spent.

The creative idea is inspired by the moment when your head is turned by that perfect Christmas item or experience that you simply must have – something Dobbies is calling a “Christmust”. A 20-second hero film, directed by Daniel Liakh at Spindle, features multiple vignettes of people finding their Christmust at Dobbies.

A series of digital display and social carousel executions use playful and bold typography to evoke that Christmust feeling, featuring reactions like “Gifts PHWOOOOAR them” and “OMGrotto”, while radio and digital audio spots explain the feeling of a Christmust at Dobbies.

Digital and dynamic audio spots namedrop listeners’ local stores, including dynamic countdowns as Christmas gets closer, and swapping out product names to align with shopper behaviour. The campaign also uses a number of variants for social and digital display, carrying countdown messages with different product focusses.

“At Christmas, Dobbies is more than just a garden centre – it’s a day out at a festive destination where you can immerse yourself in shopping, food and events,” said Kirsty Rockey, Head of Brand Strategy and Innovation at Dobbies. “Our new campaign really brings that to life, evoking the feeling of finding that specific item that makes Christmas feel like Christmas.”