Very has released the latest iteration of its Haus of Flamingo marketing, with a move beyond just womenswear.
For the first time, the advertising will showcase products from across its fashion offering, including menswear and kids.
Since working with The Gate to release the flamingos, Very has seen a 10% uplift across its womenswear and is hoping the new campaign, “The Departure” will have a similar impact.
“Cutting through the sea of sameness in the women’s fashion space is hard, but Haus of Flamingo does exactly that, with data showing we’re on to a winner! We’re now rolling the platform out across our other fashion categories to really showcase our amazing multi-category offering which we know is important to our customers as it gives them the ease of buying for themselves and their family all in one place,” said Jessica Myers, Chief Customer Officer at The Very Group.
“Spring is a huge moment for our customers – it’s when they come out of winter hibernation with spring energy making it the perfect time to unveil our new multi-category ad. The Departure encourages customers to free their inner flamingo, empowering them to express their confidence and unique sense of style.”
The reason for branching out into other categories, comes following data from the retailer which showed that 40% of its fashion customers are shopping cross-category.
The Gate has created a hero 30” advert, with cutdown versions, focusing on Very Pay, mens and kids. Plus a suite of social-first content.
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“For Spring 2025, we’re taking Haus of Flamingo to new heights,” explained Antonio Gizzonio and Maisie Willis, Creative Directors at The Gate.
“We know that the minute there’s a hint of Spring-like weather, our audience is planning trips and getaways; and the journey can be as fun as the destination. In “The Departure”, we show Very’s squad channelling their flamingo energy with the airport as their runway!”
The ad was produced by Kode and directed by Lu Xiao Wei, and includes a selection of bold and distinctive stills captured by photographer Aura Skulskytè.
It will run in the UK and Ireland, across TV, VOD, social media, press and online.
Media planning and buying was handled by Zenith.
