Very: A Very different Christmas

Very, an online retailer, increased market share by encouraging the UK to start celebrating Christmas early in 2021.

Campaign details

Brand: VeryAdvertiser: The Very GroupEntrant: Grey / dentsu XCategory: Single MarketPrincipal authors: Jesper Norgaard, Grey London; Fiona Keyte, Grey London; Chris Ashworth, dentsu XContributing authors: Raquel Chicourel, Grey London; Matthew Gladstone, Grey London

Summary

This is not a story about a big-budget legacy retailer effortlessly achieving growth by following the usual Christmas playbook.

This is a story about how a challenger with a decreasing share of voice defied the unspoken advertising rules of Christmas and dodged the post-2020 retail freefall.

By bringing Christmas forward, Very successfully maintained...

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