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Very.co.uk helps parents find their children’s gift: The Marketing Week Christmas blog 2018

By October 30, 2018No Comments

30 October: Girl fulfills space dreams after Very.co.uk helps parents find the right gift

Parents are invited to do some future-gazing in Very.co.uk’s Christmas campaign with a heart-warming video about finding the gift that helps children find their gift.

The animated film, created by St Luke’s, opens with a young girl playing with her toy rocket (that’s right, girls like rockets too) before following her journey through life as her interest in the universe and space travel grows.

Going for that ‘aww’ moment, the film ends with Elsie’s parents staring up into the stars as their astronaut daughter looks back down from space.

“The greatest gift you can give someone is the power to be whoever and whatever they want to be – and that’s what we’ve focused on this year,” says Sylvia Woon, chief marketing officer at parent company Shop Direct.

“Our ‘find their gift’ campaign aims to put Very at the heart of Christmas, inspiring consumers to give that one gift that could help a loved one realise their dreams.”

The multi-media campaign will run for two months and is backed by activity on digital channels, mobile, VOD, print and out-of-home advertising. The 30-second TV spot will appear within the X-Factor break on 3 November and on 6 November during a network spot within the Pride of Britain Awards. EH

30 October: The Christmas race begins at John Lewis and Waitrose

John Lewis

With less than two months to go, Waitrose customers are beginning to stock up on festive treats, with sales of mince pies up 38%, stollen up 22% and advent calendars up 40% this week.

Meanwhile, Gift Food sales at John Lewis rose by 14% and Christmas trees by 18%. EH

26 October: The Entertainer to sponsor This Morning

High street toy retailer The Entertainer will be sponsoring ITV’s This Morning and Phillip Schofield’s How To Spend It Well as part of a multichannel Christmas push.

The £1.5m campaign, which celebrates ‘Little Festive Moments’, includes the sponsorship and activation of the campaign across PR, social media and in-store marketing from the end of October.

Phil Geary, chief marketing officer at The Entertainer says: “Christmas is naturally a key time of the year for us.

“The sponsorship of these hugely popular TV programmes, which are loved by families across the UK, is a great opportunity for us to remain at the forefront of our customer minds, by reaching almost half of British parents as they prepare for the festive season. It’s also great to further strengthen the relationship we have with ITV following our CITV sponsorship.”

The investment follows The Entertainer’s mid-year results, which revealed a 25% increase in total sales, while online sales were up 21% year on year. EH

25 October: Shopkeepers sing Mariah in Visa’s Christmas ad

Did Christmas even happen if you didn’t drink too much mulled wine and wail Mariah Carey’s All I Want For Christmas at the top of your lungs at least once?

Well now it’s the turn of real shopkeepers from across the UK to give their rendition of the festive classic in Visa’s 2018 Christmas campaign.

It is the first campaign Visa has launched during the Christmas ad season. With Christmas being one of the most important times of the year for small retailers, the ad aims to highlight the need to support the high street during the festive period.

Let’s hope Mariah can inject some much needed Christmas cheer into what has otherwise been a tough year for many retailers on the high street. EH

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