In This Issue
Voting has started for The Greatest Christmas Garden Centre teams
Sponsors line up prizes for the winners of GTN's Greatest Christmas Awards
Explosion in flea population
Anatomy of a Product: Firestorm Heaters
Westland-sponsored Rising Stars finalists announced
Robert Hillier hands over to the next generation
Sarah Raven acquires Taylors Clematis in landmark expansion for brand
Blue Diamond shortlisted in Retail Week Awards 2024
Garden centre group saves over 10,000 meals from going to waste
Bradford Garden Centre group wins National Sustainable Catering Award
Elements of Fragrance launches new range to support Greenfingers
Needlefresh and David Domoney shares videos on growing popularity of Fraser Fir
British Garden Centres launches its new festive advert
Wyevale Nurseries’ salvias raise £1,600 for Perennial charity through garden centre sales
GIMA confirms its 2023 Greenfingers fundraising total
Recognition for vital horticulture sector: House of Lords report highlights industry’s value
Notcutts Highly Commended at PlanetMark Annual Awards
Staff rate Notcutts as Best Employer in regional awards
‘Spooky Halloween Walk’ raises over £1000 for Wales Air Ambulance
Source Home & Gift partners with Retail Economics
Beautiful Borders applications open for BBC Gardeners’ World Events
Firms join forces for 'Future of Plant Retailing' event
Broaden your offer with LifestyleGarden ‘mix and match’
Have you seen the new AMES Companies trade portals?
The complete Glee New Product Showcase Directory - GTN Magazine latest issue on-line now
Bestsellers Top 50 charts every week
Get your copy of GTN Xtra
Josh to speak about ‘The Future of Garden Retailing’ at GCA Conference
Pleydell Smithyman continue to develop their team and services
Henry Bell appoints a new National Sales Manager
Soft fruits supplier James McIntyre & Sons join Joy of Plants’ ‘PlantShare’ library
BHETA recruits Lee Martin as Sector Manager for DIY and Garden
FleuroStar winner Sundaville Double Blush Pink fully on track
HTA joins forces to call for Scottish rates freeze
New £300,000 'Nature Hubs' grant fund launched to support community green spaces
RHS announces winners of Partner Garden of the Year
South Leeds garden centre adds ice rink to list of seasonal attractions
GCA’s GROW course on In-Store Security is now live
The best of last week's
Millbrook’s Tammy Woodhouse & Greenfingers’ Linda Petrons poised to give ‘Most Jumperful Time of the Year’
GRIDSERVE Electric Retail Hub opens at Dobbies Leicester
Christmas displays return to The Gardens Group, with sustainability at the heart of the festivities
Dobbies helps shoppers find their “Christmust” in new festive campaign
Wheelie Klips wins national award
ecofective® Organic Superfood Ideal for Peat Free Compost Wins Sword of Excellence
Buy your subscription to the GTN Bestsellers printed weekly newsletter
Situations Vacant
Bestsellers Top 50 charts every week

Every week GTN receives and analyses epos data from a number of UK garden centres to produce the GTN Bestsellers charts...

Read more»
Send us your news and great ideas

Contact us with your news.

Email or call the GTN News team on 07973 504214
























Dobbies helps shoppers find their “Christmust” in new festive campaign


Dobbies has unveiled its new Christmas campaign, “Dobbies: Find Your Christmust”. The multichannel push was developed in partnership with creative agency elvis.


Dobbies has worked with elvis to develop a digital-first, integrated campaign, with the aim of delivering the brand’s best Christmas ever. It seeks to drive footfall and sales, as well as continuing to increase 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, highlighting the incredible feeling that finding that specific thing gives you.


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.


In line with its Better World approach, elvis selected Spindle, an award-winning production studio that represents a progressive and diverse roster of talent, as its production partner for the campaign. elvis and Spindle took an inclusive approach to casting to show that Dobbies is a brand for everyone.


Kirsty Rockey, Head of Brand Strategy and Innovation, Dobbies, said: “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. Our new campaign really brings that to life, evoking the feeling of finding that specific item that makes Christmas feel like Christmas.”


Neale Horrigan, Executive Creative Director, elvis, added: “Dobbies has a huge range of products and experiences to choose from at Christmas, making it easier to find something special, so this campaign dramatises that feeling we’ve all experienced – the moment of spotting the perfect Christmas thing. Whether it’s a gift for a loved one, a bauble for the tree or a delicious mince pie, we all feel happy when we set eyes on a “Christmust”.


Facebook Twitter LinkedIn Digg | Comment (0)

Email Address:*