Online department store Very.co.uk is to launch a new advertising campaign as part of its autumn/winter marketing drive. Very.co.uk has invested £6.5 million in the programme, a year-on-year increase of 41%.
The campaign, which features long-standing brand ambassadors Fearne Cotton and Holly Willoughby, portrays Very.co.uk as a “style superhero” that resolves all of its customers’ dilemmas regarding autumn fashion or gifts in the run up to Christmas.
Head of marketing for Very.co.uk, Dan Rubel, said: “Our customers love fashion but many tell us that they find it confusing to pick styles and looks that work for them. That is where Very.co.uk comes in – our customers see us very much as the superhero that helps shoppers to demystify style. This advertising campaign brings that ethos to life in a playful, sassy yet straight-talking way.”
The autumn campaign will run across TV, print and digital for four weeks from 8 October at which point the treatment will become more festive, focusing on the dilemma of buying the right gifts for friends and family in the run-up to Christmas.
Very.co.uk worked with its retained creative agency, St Luke’s, to develop the concept for the Style Superhero campaign.
Neil Henderson, managing director at St Luke’s, said: “Very.co.uk customers love to do things in style. This campaign is designed to show them how shopping with Very.co.uk can help them do just that in any situation.”
