In a delightful twist to back-to-school shopping, Very has launched its latest campaign, “Operation Back to School,” aimed at easing the stress of this busy period for parents. Featuring the return of the beloved flamingo family – Kerry, Cherry, and their chicks Rosa, Otis, and Coral – the campaign is set to add a splash of pink and a dash of sparkle to the annual school supply run.
A Seamless Shopping Experience
Developed in partnership with creative agency The Gate, and brought to life by director Paloma Baeza at Nexus Studios, the campaign centers around a 30-second TV spot that portrays the flamingo parents adeptly managing the demands of preparing their young ones for the new school year. The ad captures the essence of Very’s brand ethos, ‘let’s make it sparkle,’ combining the retailer’s signature vibrancy with the functional ease of shopping.
Jessica Myers, Chief Customer Officer at The Very Group, emphasized the campaign’s focus on simplifying parental responsibilities. “Our new ad encapsulates how, with the help of Very, our household heroes can effortlessly kit out their flock for one of the most important times of the year,” she said. This year’s campaign maintains an energetic yet down-to-earth tone, mirroring the practical yet optimistic approach of Very’s customers.
Expanding Reach and Engagement
To complement the main TV spot, the campaign also includes 20-second product ads and extensive content across video-on-demand, digital, and social media platforms. Very aims to make the back-to-school transition as enjoyable and stress-free as possible, not only by offering an all-in-one shopping solution but also by enabling parents to spread the cost with Very Pay.
Charlotte Wolfenden, Managing Director at The Gate, shared her enthusiasm about the creative direction: “The ‘Operation Back to School’ campaign is all about showing how Very can make back-to-school shopping a fun and seamless experience, brought to life in an ever-pink and playful way by our feathery flamingo friends.”
Key Seasonal Highlight
Back-to-school is recognized as one of the crucial periods for Very, alongside Christmas, birthdays, and summer holidays, where the focus is squarely on family. By reintroducing the flamingo family in their latest narrative, Very not only strengthens its brand identity but also resonates deeply with families looking to celebrate these key moments without hassle.
The campaign is set to run across the UK and Ireland, ensuring that Very’s message of ease and joy in back-to-school shopping reaches a broad audience.
