Digital department store, Very.co.uk, has invested £2m in an above the line campaign to support the launch of its new womenswear brand, Definitions.
The Very campaign, created with creative agency St Luke‘s, will run across TV, print, outdoor and digital for five weeks, with the 30 second TV advert breaking tonight.
The ad, which shows glamorous women in everyday situations, highlights particular features of the Definitions range.
Jon Owen, retail director at Very.co.uk, part of Shop Direct, said: “At Very.co.uk, our aim is to make great style accessible to everyone through a combination of big name brands and exclusive own labels. For some time now, our customers have been crying out for a trend-led yet affordable collection of chic, well-cut pieces that can be worn to the office and then styled up for the evening.
“With Definitions, we think we‘ve struck the perfect balance of design, quality and price and this campaign really delivers that message. We‘re looking forward to seeing how both the collection and advertising campaign resonate with women across the UK.”
This week Very announced that TV presenter Holly Willoughby, who has fronted campaigns for the brand since its launch in 2009, is to leave. The brand will continue its partnership with broadcaster Fearne Cotton.
Al Young, executive creative director at St Luke‘s, said: “Definitions is a cutting edge fashion brand and needed a cutting edge ad campaign to match. The directors, Canada, have given us the look and feel we were aiming for – edgy and cool yet still playful and accessible.”