Very aims to get in early with 'Daydreaming' festive blitz

Those who bemoan the fact that Christmas comes earlier and earlier each year might want to look away now as Very Group has been quick out of the blocks with its festive activity, unveiling a new campaign designed to inspire families to start their toy shopping early.

The new “Daydreaming” activity is being launched on the back of the online retailer’s own research which has shown more than three fifths of people think about Christmas in October, with many wanting to avoid missing out while spreading the cost.

In addition, new consumer research being released by Very reveals half of parents are planning to spend more on toys this Christmas than in 2023. And, when it comes to prioritising festive shopping, almost two thirds of Very’s customers say they buy gifts for children first, with the retailer’s sales for toys increasing by 67%, on average, in October compared to September.

The new campaign is designed to give parents a preview of the range of toys Very has, while helping families avoid the festive rush and secure gifts early by referencing flexible payment options through Very Pay.

Developed in collaboration with The Gate, the activity taps into Very’s ‘Let’s Make It Sparkle’ brand platform and follows on from campaigns featuring Very’s flamingos, Kerry, Cherry and Terry.

“Daydreaming” tells the story of Coral, the young daughter of Cherry who has appeared in previous ads. Coral is shown drifting off into a daydream about her favourite toys.

The campaign remasters Boys from singer Charli XCX, to playfully land messaging focusing on Very’s ‘toys’ range. For the first time, the campaign integrates real product imagery within the animated world, making the shopping experience feel even more tangible, and showcasing the products in their true form.

A 30″ TV ad, along with three 20” supporting product ads has been produced by Nexus studios with director Paloma Baeza. The campaign will run in the UK and Ireland, across TV, VOD, radio, digital, and social media. Media planning and buying was handled by Zenith.

Very Group chief customer officer Jessica Myers said: “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.

“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.

“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.”