Notonthehighstreet Christmas campaign reveals what “happiness is…”
Notonthehighstreet has revealed its plans for a thoughtful Christmas in 2019 with the launch of its ‘Give Happy’ campaign. Channeling happiness, the emotion which more people associate with notonthehighstreet than with any other brand*, the campaign aims to cheer up the nation in a year where the news hasn’t given us much to smile about.
The campaign will tap into the moments that embody the joy of the festive season, the joy of giving or receiving thoughtful gifts, and the joy of supporting the UK’s best small creative businesses who make or source them. With thought and positivity going into every element of the campaign, this year's gift selection includes a range of products that make a positive difference to the world in some way and over 50 per cent of the featured products are new to help inspire and delight customers. Plus, there are 11 exciting new collaborations where notonthehighstreet has brought small businesses together to design and co-create innovative gifts.
This year, for the first time, the campaign is supported by notonthehighstreet’s four celebrity Small Business Supporters: Fearne Cotton, Gok Wan, Sophie Ellis-Bextor, and Giovanna Fletcher. The high profile influencers will be joining notonthehighstreet to highlight the opportunities created when we choose to support small at Christmas - from changing the lives of makers across the country and having a positive impact on the UK economy, to finding a unique, meaningful and skillfully-made gift you can give or receive with pride.
Each Small Business Supporter has worked with the online marketplace to curate their own thoughtful gift collections, which feature in the Christmas Gift Guide and are shoppable through the site or app now. They have also each created short films capturing their visit to an entrepreneur to find out the business story and behind-the-scenes work that goes into the creation of a gift.
The high frequency ‘Give Happy’ campaign will be brought to life across multiple touchpoints over the festive period. Notonthehighstreet is partnering with Channel 4 to sponsor programming strand ‘Festive Entertainment’ across its portfolio of channels for the second year running. The “happiness is…” TV idents will be making their debut on 1st November 2019. Each of the 10 feel-good executions feature a playful twist on the truisms of Christmas, by sharing innovative ways to bring the family together or see someone’s face light up. The TV idents and Small Business Supporter films have been created and produced by creative agency, Littlehawk.
The partnership, which runs until 31st December, will deliver over 2,000 hours of sponsored programming including Kirstie’s Handmade Christmas, The Simpsons, The Snowman and Chitty Chitty Bang Bang Flies Again - with the aim of spreading smiles across the nation. The media partnership has been negotiated and managed by media agency Hearts & Science and 4Sales.
Notonthehighstreet will also be launching two playful pop-up shops in central London following the success of its physical spaces in 2018. Shoppers will be able to buy from a curated collection of original finds from over 200 notonthehighstreet Partners and enjoy a host of smile-inducing touches to make Christmas shopping a happier experience. Customers can meet makers including Oh Squirrel, This is Nessie and Lisa Angel, who will be providing live product personalisation in-store to help busy commuters find thoughtful gifts on-the-go.
The pop-ups will run at London Waterloo Station (1st - 17th November 2019) and London Bridge Station (4th November - 21st December 2019) and feature categories including gifting and decorations, homeware, kidswear, accessories and jewellery - as well as showcasing the empowering, and recently-launched, Fearne Cotton x Carrie Elizabeth jewellery collection.
Ella d’Amato, chief commercial and marketing officer, notonthehighstreet commented: “Our campaign this year is focused on putting a smile on people’s faces. Both the creative execution and the channels we’re using allow us to engage with our audience repeatedly in a way that fits in with their lives. Everything we have planned this Christmas, from the pop-ups to our gift guides and TV presence, will help showcase the range of unique products made by the small creative businesses on our site and we’re delighted to be working with our Small Business Supporters to really focus on the talent of our Partners.
“We hope to highlight the value of supporting small creative businesses at this time of year, not only because they are creating thoughtful and meaningful gifts but also for the important contribution they make to the way we work and to the UK economy. Our campaign this year will cement notonthehighstreet’s position as a champion of small business and as the joy-spreading, one-stop-shop for thoughtful or mindfully-made gifts.”
The catalogue was printed on recycled paper using vegetable ink to reduce its environmental impact, and a new tech feature means the whole catalogue is instantly shoppable via the notonthehighstreet app (on iOS, available in the App Store).