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In Chapter 1, we relaunched Never Knowingly Undersold with an updated brand promise, addressing value perceptions while maintaining outstanding quality and service. The campaign introduced our Live Knowingly creative platform celebrating 100 years of customer wisdom with ‘The Window’ ad supported by press, OOH, & social. Chapter 2 pivoted into Give Knowingly and positioned ourselves as the gifting destination with product ads, OOH, print, and a radio gifting campaign. Finally in Chapter 3, ‘The Gifting Hour' told the story of our central character seeking the perfect gift for her sister.