St Luke's Unveils Very.Co.Uk and Michelle Keegan's Official Brand Partnership

St Luke’s is delighted to announce the launch of Very.co.uk’s autumn winter campaign, introducing its partnership with Michelle Keegan. 

The new campaign demonstrates that Very’s fashion offering allows you to do it all with key pieces for any occasion, all delivered next day from your mobile. Whether you are going to gym, going on out for the evening or chilling with friends, Very’s new trend led range means you can always look the part.

Michelle Keegan is a perfect fit for Very. She embodies the brand’s spirit – fabulously confident, yet refreshingly grounded. And she lives a full, multi-faceted life – truly making the most out of every day. Her trend-led range offers choices in partywear and athleisure.

Using the now iconic Very cube device, the advert shows Michelle in various different scenarios that we are familiar with in her life. We see her CHILL MORE, coming home from a work trip and chilling out on the sofa with her dog, to THRILL MORE, where she is enjoying a night out with her friends. We see how Very’s unexpectedly diverse range and effortless access helps Michelle ‘get more out of every day’ whatever she is doing. 

The ad also demonstrates how easy it is to get all of these things via your mobile. Already, 69% of sales at Shop Direct, which operates Very, come via smartphone, fueled by the company’s mobile-first strategy and focus on personalisation.  And we will continue to see sector-leading innovations such as the November 2016 launch of 'Very Assistant’. 

The brand spot was directed by CLM’s Lacey. Notable for her large breadth of work for iconic fashion brands, Lacey has most recently photographed and directed pieces for Vogue Japan and Dior. She brings a distinctive visual style to the creative, and is a huge asset for the brand as Very.co.uk seeks to maintain its fashion credentials, while expanding messaging to cover its department store offering.

Along with a hero brand TV spot, the campaign will be launching across OOH, DOOH, press, VOD, digital banners, a variety of Facebook formats, and YouTube.

Neil Henderson, CEO at St Luke’s, said: “It is great to see Michelle fronting this campaign. She’s a real hero for Very’s audience, exemplifying what can be achieved when you seize every opportunity. Her new range for Very will be a great way to draw attention to Very’s fashion credentials”

Kenyatte Nelson, Group Marketing Director at Very.co.uk, commented: ‘This is just the first instrumental of our relationship with Michelle. Our fashion offering is bolstered by her designs, and we have some exciting plans to let people know this over the next few months.”