Very is urging consumers to start their Christmas shopping early with an upbeat new campaign featuring the brand’s trademark flamingos.

The brand is also giving consumers the festive gift of merch, with the introduction of its very first festive furry advertising star: Coral the Flamingo.

The launch marks the first time the brand has merchandised its brand characters with the launch of two plushies.

The campaign comes alongside research from the online retailer which reveals that more than three-fifths of people think about Christmas in October. With many wanting to kick start their Christmas shopping earlier to avoid missing out while spreading the cost.

The campaign, created with The Gate, is based on insight that there will be a significant increase in spend in Christmas 2024. According to research from Very, half of parents are planning to spend more on toys this Christmas than in 2023.

Two-thirds of Very customers say they buy gifts for children first, with the retailer’s sales for toys increasing by 67%, on average, in October when compared to September.

The campaign gives parents a preview of the wide range of toys Very has on offer, while helping families avoid the festive rush and secure gifts early.

It also highlights the brand’s flexible payment options through Very Pay. The service helps families to spread the cost of Christmas, including this year’s top toys, and manage their finances with greater flexibility.

The campaign, which has been developed in collaboration with The Gate, is the latest in Very’s ‘Let’s Make It Sparkle’ brand platform. It follows on from the success of campaigns featuring Very's flamingo fluent devices Kerry, Cherry and Terry.

‘Daydreaming’ tells the story of Coral, the young flaminglet and daughter of Cherry, who has appeared in previous adverts.

Coral is shown drifting off into a daydream about her favourite toys. The campaign soundtrack is a remastering of 'Boys' from Charli XCX. For the first time, the campaign integrates real product imagery within the animated world, designed to make the shopping experience feel even more tangible, and showcase key products.

The campaign will run in the UK and Ireland, across TV, video on-demand, radio, digital, and social media. Media planning and buying was handled by Zenith.

Jessica Myers, Chief Customer Officer at The Very Group, explained: “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. Plus, 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.”

She continued: “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.”

Antonio Gizzonio and Maisie Willis, Creative Directors at The Gate, added: ”The brief was to communicate that Very sell an array of brilliant toys while cutting through the abundance of toys adverts which are pushed out over the festive period. “Daydreaming” unapologetically does that; whilst still being incredibly creative and playful. We’ve gone inside the imagination of loveable Coral and seen how children daydream - who’d have thought flamingos like Charli XCX?”

The Christmas advertising season is now officially open for business.