School children may want to look away now. Retailer Very is kicking off its ‘Operation Back To School’ campaign to help prepare parents and children for September. For while for many children the summer holidays have only just started, it is never too early to start thinking about getting prepared to return to school.

The campaign, created with the help of The Gate, is part of the retailer's ‘let’s make it sparkle’ brand platform, which introduced three flamingo characters. The back-to-school campaign sees the flamingos set out on a mission to prepare parents and children for September, in signature pink, effortless Very style.

“Kerry to Cherry, do you read me?” says one flamingo into a walkie-talkie. “Loud and clear. Commencing operation back to school,” comes the reply. A hero TVC spot sees the Very brand mascots work together to get everyone school-ready with lashings of glitter. Providing fresh new school uniforms, preventing breakfast spillages and making sure the children remember their bags, the flamingos ensure the children have ‘everything they need to spread their wings’ this back-to-school season.

As well as highlighting Very as a one-stop-shop for school uniforms and supplies, the retailer is also helping parents to spread costs with Very Pay. The spot ends with the line: “Ways to pay that work your way. Very, let’s make it sparkle.”

"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,” says Charlotte Wolfenden, Managing Director at The Gate.

Alongside the hero TVC, two 20-second supporting product ads have been produced by Nexus Studios with Director Paloma Baeza, in collaboration with Very's in-house creative team. The campaign will run in the UK and Ireland, across TV, VOD, digital, and social media.

Using the Very flamingos to add some glitz and glamour on the back-to-school preparations, the campaign positions the retailer as a helping hand to ensure that parents and children alike are ready when September comes.