Outdoor ads will appear at more than 2,000 outdoor sites in shopping districts highlighting the brand’s “fast, affordable fashion” positioning.
The campaign is also the first to include the brand’s recently updated logo.
Very.co.uk says the campaign has been designed to raise rapid awareness and consideration for the brand ahead of the peak Christmas season.
It will be followed by further advertising and VOD activity in the run up to Christmas. Very.co.uk will also start to ramp up PR activity around the brand with fashion-led events next year, in a similar way to the catwalk events it hosts to promote its for its celebrity range designed by Fearne Cotton.
Speaking to Marketing Week at the launch of the latest Fearne Cotton range, Dan Rubel, Very.co.uk marketing director, says that while the Love Label has been around since the retailer launched in 2009, it has only really defined what the brand stands for in the last 12 months.
He says: “We call it our whirlwind romance of affordable and fast fashion. We use it to give our customers what’s hot and new making sure it’s hitting whatever’s trendy at that time. It’s also quite young compared to most of our mainstream fashion brands.”
He adds: “Our first task has been to understand what we want the brand to do and make sure the range fits with that. For the last year we’ve been in really good place with that. Now we’re at the point where we’re starting to communicate it a lot more. We’ve featured the clothes [in ads] before but we’ve never had a campaign that calls out the brand prominently and starts to establish it as a brand in the wider consciousness.”