With its previous identity now officially behind it, the newly born High Street and online retailer Zavvi is to be begin its first heavyweight marketing push on November 29th, Brand Republic reports.

The retailer will focus its Christmas message on its ability to cater for a wide variety of consumer needs, boasting the tag line ‘Take the Nightmare Out of Xmas’. Its campaign will be product based and will run for two weeks across a wide selection of TV channels.

In addition, a six week campaign will target tabloids, broadsheets, the music and film press and lifestyle mags. An outdoor campaign will run on the London underground in early December, whilst extensive online marketing is planned.

Zavvi’s marketing director Steve Kincaid stated: "As the UK's largest independent entertainment retailer, we're confident that the campaign will deliver our message that Zavvi is the ultimate and stress-free choice this Christmas."