British online retailer Very is encouraging families to begin their Christmas shopping early this year with its latest toy campaign titled, ‘Daydreaming.’
The campaign comes in response to research from Very showing that half of parents plan to spend more on toys this year compared to last, and over 60% of shoppers start thinking about Christmas shopping by October.
Created in partnership with The Gate, the campaign is part of Very’s ‘Let’s Make It Sparkle’ brand platform, bringing back its popular flamingo characters, Kerry, Cherry, and Terry. ‘Daydreaming’ is a story which sees Coral, the young flaminglet and daughter of Cherry, drifting off into a daydream about her favourite toys.
The campaign cleverly remasters ‘Boys’ from pop icon Charli XCX, to playfully land messaging focusing on Very’s toys range.
Jessica Myers, Chief Customer Officer at The Very Group, commented on the campaign: “We know how important Christmas is to our families and our latest toys campaign showcases an array of the most anticipated and popular toys and brands for 2024, curated by our category specialists. Plus, to bring the campaign to life even further, we will be making our first foray into merchandising our brand characters with the launch of two plushies, including the star of this campaign, Coral the flaminglet.”
She continued: “Here at Very, we’re passionate about making Christmas the most magical time possible for customers, and our insights show our families plan early, so we want to help celebrate and enable that sense of joy ahead of the festive period.”
Antonio Gizzonio and Maisie Willis, Creative Directors at The Gate, added: ”The brief was to communicate that Very sell an array of brilliant toys while cutting through the abundance of toys adverts which are pushed out over the festive period. “Daydreaming” unapologetically does that; whilst still being incredibly creative and playful. We’ve gone inside the imagination of loveable Coral and seen how children daydream – who’d have thought flamingos like Charli XCX?”
The campaign will run in the UK and Ireland, across TV, video on-demand, radio, digital, and social media. Media planning and buying was handled by Zenith.
