Houseplants are a simple way to lift the mood through winter. New Dobbies research found 40% of people say colourful plants make them happier and 42% say plants make a house a home, while low-maintenance cacti and succulents are the nation's favourite and 28% would rather receive a houseplant than cut flowers. For National House Plant Week, we put a houseplant expert and senior buyer from Dobbies on air across a radio day of interviews, sharing how good-quality houseplants can last all year with the right care and be propagated as gifts. The campaign secured 9 items of radio coverage reaching 1.7 million listeners, including BBC Radio Sheffield and BBC Radio Gloucestershire.
9Items of coverage
1.7 millionCombined reach
53m 21sTime on air
Listen
BBC Radio Sheffield · 7m 55s
0:00 / 7m 55s
BBC Radio Gloucestershire · 10m 51s
0:00 / 10m 51s
The story
Dobbies, National House Plant Week
The aim
Dobbies wanted to raise its profile with existing and new customers and encourage people to visit its garden centres and website.
The message
Good-quality houseplants can last all year if cared for properly, can be propagated for gifting, and help lift your mood at home or in the office.
The angle
New Dobbies research found houseplants cheer us up in winter, with 40% saying colourful plants make them happier and 42% that they make a house a home, while low-maintenance cacti and succulents are the nation's favourite and 28% would rather receive a houseplant than cut flowers.
On air
A houseplant expert and senior buyer from Dobbies
The result
9 items of coverage reaching 1.7 million, including BBC Radio Sheffield, BBC Radio Gloucestershire.
More campaigns for Dobbies
Dobbies has come back to Relations Group for other broadcast PR campaigns:
Houseplant Week UK was started by the gardener and broadcaster David Domoney and runs each January. It celebrates indoor plants and offers advice on choosing and caring for them, including their benefits for mood and wellbeing during the winter months. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning National House Plant Week for 2027?
National House Plant Week usually runs in the second week of January. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
