As we’ve passed the halfway mark of 2024, it’s time to take a look back at some of the most creative and impactful marketing campaigns that have captivated audiences across the UK. From clever collaborations to thought-provoking initiatives, these campaigns showcase the power of innovative thinking and strategic execution.
Here’s our round-up of the standout marketing efforts that have defined the first half of this year.
Heinz – The Wait
Let’s start with Heinz and its ‘The Wait’ campaign. You know how its ketchup takes its sweet time pouring out of the bottle? Well, Heinz decided to turn that quirk into a positive. They launched ads and social media posts celebrating patience, comparing the wait for its ketchup to waiting for life’s best moments.
This campaign clicked because it turned something we all know (and sometimes get annoyed by) into a charming trait. They even did a global survey showing that most people would rather wait for ketchup than go without it. Smart move, right? This insight made the campaign super relatable.
The clever part was placing ads in spots where people are already waiting, like office lobbies and elevators. On social media, folks shared their own ketchup-waiting stories, making hashtags like #WorthTheWait trend. Adweek and other publications praised Heinz for this clever twist.
IKEA – Eureka Spiritas
Next up is IKEA with its ‘Eureka Spiritas’ campaign. This one’s all about those lightbulb moments we have when we solve a problem or find the perfect product. IKEA used engaging videos to show how its products can create these ‘Eureka!’ moments in everyday life.
People loved it because it tapped into that universal joy of solving problems. The hashtag #EurekaSpiritas got people sharing their own moments of discovery with IKEA products. Marketing Week even called the campaign a ‘masterclass in consumer engagement.’ Those videos were everywhere, with customers sharing their personal ‘Eureka!’ moments and spreading the love.
Stella Artois x David Beckham
Then there’s Stella Artois with a little help from David Beckham. Its campaign, ‘A Taste Worth More’, was all about having a laugh at Beckham’s expense. The ads showed Beckham being ignored in favour of a glass of Stella, giving one of the world’s most recognisable men a humbling experience.
This campaign was a hit because it used Beckham’s star power in a humorous way that didn’t overshadow the brand. The message was clear: Stella Artois is a premium beer worth savouring. The campaign was everywhere – on social media, YouTube, billboards – and it worked brilliantly.
The campaign generated over 1.2 million views on YouTube and got covered in major national drinks trade and PR media. People loved seeing Beckham’s playful side, and the tongue-in-cheek approach made the premium message of Stella Artois stand out even more.
Nando’s – Saka Sauce
Nando’s teamed up with Arsenal footballer Bukayo Saka to create a limited-edition peri-peri sauce called ‘Saka Sauce’. This fun campaign included ads featuring Saka and some exclusive merchandise to get fans excited.
Saka was super pumped about it, saying in the press release, ‘I love it and can’t wait for everyone to try it. I’ve been going to Nando’s since I was little so to have my own PERi-PERi sauce in every restaurant in the country is quite mad!’ This personal touch made the campaign feel genuine.
The collaboration was a hit because it brought together a popular footballer and a beloved restaurant. The exclusivity of the sauce and merch created a buzz, and the playful branding kept it fun. The hashtag #SakaSauce trended on Twitter, and the campaign got covered by sports and entertainment media alike.
Greggs X Monzo
Last but not least, we’ve got Greggs and Monzo with a unique promotion offering cashback on purchases at Greggs made with a Monzo card. The highlight? A pop-up ATM in Newcastle that dispensed sausage rolls instead of cash. Yes, you read that right. Whilst I am sure we have all seen the ATM stunt executed by different brands before, the unlikely partnership of Greggs and Monzo created a social media frenzy.
This playful idea started from a Twitter exchange and turned into a reality, drawing huge crowds. Influencers on TikTok also jumped in, with videos of the sausage roll ATM racking up over 400K views. People loved it because it was quirky and fun.
The campaign got plenty of positive coverage from financial and lifestyle media, with The Independent calling it a smart collaboration. On social media, the hashtag #GreggsXMonzo was buzzing, with customers sharing their cashback experiences and loving the sausage roll ATM.
@greggsofficial Greggs 🤝 Monzo More bake for your buck! Check out the Sausage Roll-dispensing ATMmmm to celebrate our new partnership with @Monzo It really is what dreams are made of 💁🏼♀️ #fyp #foryou #greggs
♬ original sound – CJ | The Promdi Traveler PH – CJ | The Promdi Traveler PH
These campaigns demonstrate the power of creativity and strategic thinking in marketing. By understanding target audiences and leveraging unique approaches, these brands managed to create memorable and effective campaigns that resonated widely. As we move into the second half of 2024, these examples serve as inspiration for marketers to continue pushing boundaries and engaging their audiences in innovative ways.
At Prohibition, we work with various brands across all sectors, B2B and B2C, to create innovative PR and social media campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.
For more interesting blogs check out:
- From Press Releases to Pitches: How AI is Transforming PR
- Putting the ‘relations’ in Public Relations
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