Not On The High Street raises TV/VOD spend 120% for festive campaign
Not On The High Street launched a two-part Autumn and Christmas campaign on October 1, boosting its TV and VOD investment by 120% compared with last year. The campaign features a 30‑second brand film airing from October 1 and a 45‑second Christmas spot running from November through mid‑December.
The films were directed by Benji Jackson and Will Warr of Detail Films, with Warr also known for filming Princess Kate’s ‘Mother Nature’ series. Real artisans Kate Brigden, Posh Totty and This is Nessie appear in the Autumn film, while the Christmas spot’s hero prop was handcrafted by Welsh partner MijMoj. NOTHS said the increased spend aims to capture early festive shoppers and build sustained emotional brand affinity during the peak Q4 period, when partners generate about 44% of their yearly sales.
“This year, we wanted to return to the very heart of what makes Not On The High Street so special. That meant doubling down on what has always set us apart: the incredible talent and individuality of our small business community, the real people behind every product, and the deeply emotional connections that thoughtful gifting can create,” Rachel Wells, VP Brand & Experience at Not On The High Street said.
Last year NOTHS ran a shorter festive TV/VOD push with lower investment; this year's campaign marks a 120% increase over that spend.
What we know
Not On The High Street (NOTHS), has unveiled a significant ramp-up in its festive marketing strategy, announcing a two-part Autumn and Christmas campaign that marks an 120% increase to the brand’s TV and VOD investment compared to last year.
NOTHS’ campaign kicks off on October 1st with a 30-second brand film rolling out across VOD, TV on demand, YouTube, and all owned social channels.
Following the Autumn brand film, NOTHS will launch its flagship 45-second Christmas TV spot, running from November through to mid-December.
the three months of the year where Not On The High Street Partners make on average 44% of their total annual sales.