Dobbies Garden Centres has launched its 2024 Christmas campaign, titled ‘Christmas, in Every Sense.’ Developed in collaboration with the creative agency elvis.

The objective is to increase foot traffic, boost sales, and strengthen brand appeal among core demographics, particularly those aged 55+ and 44+, as well as younger families.

The concept behind ‘Christmas, in Every Sense’ stems from the idea that shopping at Dobbies captures the true essence of Christmas.

The campaign spans social media, digital, audio, and in-store channels, engaging viewers both visually and audibly.

A series of films depicts one shopper’s journey as she forgoes online shopping for a day at Dobbies with family, featuring close-ups of store spaces, tactile sounds, and her joyful reactions. Each film concludes with the line, “Dobbies. Christmas, in every sense.”

In collaboration with A Million Ads, elvis has also crafted dynamic audio ads that begin with, “When Christmas shopping gets a bit too click, click, sigh, and could do with a bit more sniff, mmm, ahhh!” The ads adapt based on the listener’s location, countdown to Christmas, and highlight various product categories.

Through digital and in-store formats, the campaign emphasizes the tactile experiences that Dobbies offers, highlighting the aromas, textures, sounds, and tastes that enhance the festive season.

EssenceMediacom and Clean Digital are managing media planning and buying.

Neale Horrigan, Executive Creative Director at elvis, said, “At Dobbies, you can immerse yourself in the magic of the season. ‘Christmas, in Every Sense’ captures that special moment when you step into the store and your senses come alive with festive sights, scents and sounds. It’s all about experiencing everything you love about Christmas.”

Kirsty Rockey, Head of Brand at Dobbies Garden Centres, added, “Buying Christmas gifts sometimes feels more like a chore than a celebration, but shopping at Dobbies brings the festive spirit to life. This dynamic, digitally-led campaign showcases how we enable people to enjoy all the best bits of Christmas, with our great range of products, delicious food and drink, and a vibrant atmosphere filled with sights and, of course, Santa.”