Not On The High Street Launches 2026 Artisan Campaign
Not On The High Street has launched a two-part Autumn and Christmas campaign featuring real artisan partners, backed by a 120% increase in TV and VOD
Not On The High Street unveiled a two-part Autumn and Christmas campaign launching October 1, 2026. The brand increased its TV and VOD investment by 120% compared to the previous year to support the launch.
The campaign kicks off with a 30-second Autumn brand film. This initial spot rolls out across VOD, TV on demand, YouTube, and all owned social channels. A flagship 45-second Christmas TV spot will then run from November through to mid-December. By running these consecutive films, NOTHS is doubling its screen-time presence across TV and VOD platforms year-on-year from October to December.
Creative team and production
The campaign was directed by Benji Jackson and Will Warr of Detail Films. The duo is known for their work with the Prince and Princess of Wales and as half of the food and travel brand Top Jaw. Will Warr is a preferred videographer for the royal couple and also directed the Christmas TV spot.
Featured partners and storytelling
The Autumn brand film provides a behind-the-scenes view of artisans selling via the platform. It features three real small business partners: ceramicist Kate Brigden, jeweller Posh Totty, and artist This is Nessie. The film focuses on the narrative of ‘gifts that are made with love’.
The Christmas spot follows the story of Ted and his Granny. It explores the deep emotional resonance of thoughtful, personalised gifting and honours the memories of loved ones. The full storyline is being kept under wraps until the premiere. Its hero prop is a bespoke, handcrafted wooden piece made by MijMoj, a Wales-based NOTHS Partner specialising in bespoke wooden products.
Brand strategy and media investment
The strategy aims to capture early festive shoppers and build sustained emotional brand affinity throughout the peak Q4 retail period. Rachel Wells explained the approach. "By bringing Detail Films on board, we’ve been able to return to brand storytelling rooted in authenticity and humanity," she said.
The campaign marks a 120% increase in TV and VOD investment compared to last year. This push is critical for the platform's partners. Not On The High Street Partners make on average 44% of their total annual sales during the three months of Q4.
