Flamingos Initiate 'Operation Back to School' in The Gate's Very Campaign

Very has unveiled its new campaign, 'operation back to school’, designed to make the back-to-school shopping mission a breeze for parents. 

The new campaign, which has been developed in collaboration with The Gate, draws on Very’s brand platform, ‘let’s make it sparkle' and the energy of the retailer’s fluent devices, its three flamingos, to create an effortless back-to-school shopping experience full of pink and originality. 

The new campaign tells the story of super mums and dads, embodied by flamingos Kerry and Cherry, along with their flamingo children Rosa, Otis, and Coral. These characters effortlessly navigate back-to-school challenges and ensure their kids are fully equipped for the school year, thanks to Very. 

The ad highlights how with Very you can get everything the children need for school all in one place, while being able to spread the cost with Very Pay.  

Back to school is one of the key occasions alongside Christmas, birthdays and summer holidays for Very’s customers, who prioritise family moments above all else. 

The campaign features hero 30-second TV spots, along with 20-second supporting product ads, produced by Nexus studios with director Paloma Baeza, in collaboration with Very's in-house creative team. Very’s back to school campaign will run in the UK and Ireland, across TV, VOD, digital, and social media. 

Jessica Myers, chief customer officer at The Very Group, which operates Very, said: "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. Our back to school campaign sees the return of our flamingos, Kerry and Cherry, and sets a down to earth but energetic tone, which reflects the attitude of our customers.”

Charlotte Wolfenden, managing director at The Gate, said: "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.”