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Less Bland More You — Fy!

Less Bland More You — Fy!
Unlocking profitable growth and growing brand awareness with Fy!'s first TV ad.

Following its acquisition of independent boutique marketplace Trouva, and its £3m equity-for-media deal with Channel 4 Ventures, Fy! needed to unlock profitable growth and grow brand awareness.

Our idea — Less Bland More You.

Until now Fy! have only communicated to shoppers through performance channels and wanted to drive a halo effect of improved efficiencies on performance channels through brand awareness.

We knew that even regular customers of Fy! aren’t too sure how to say the brand name… so to grow brand awareness we turned it into a rallying cry throughout the ad.

This was Fy!’s first foray into TV advertising. A fairly modest production budget, paired with great creativity has encouraged more people to make a stand against bland.

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“Since launching Fy! we’ve been able to reach millions of shoppers through digital channels. However, the launch of our first ever TV campaign is a key moment in us taking the brand to whole new level. The team at Ourselves really took the time to understand our business challenges and create an ad which we’re confident will help deliver our aggressive growth goals for 2025.”

Richard Hirson — Director of Marketing, Fy!
Less Bland More You

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