Published
29th August 2025
Read time
5 min read

Although Christmas might feel a million miles away during summer heatwaves, now is the perfect time to lock in your festive marketing.

From big brands to charities and SMEs, Christmas is one of the most powerful opportunities of the year to connect with audiences in meaningful, memorable ways. Which is why planning months in advance is vital.

So why do Christmas  campaigns matter so much – and what does it take to rise above the jingles, sparkles, and festive noise?

Why Christmas Campaigns Matter

Christmas isn't just about tinsel and tills ringing. It’s the one time of year when shoppers are tuned in, nostalgic, and ready to feel something. For brands, that’s gold dust: it allows for powerful storytelling that taps into sentimentality, highlights values, and leaves a lasting impression.

As we highlighted in our Hospitality & Leisure Insight Report, emotional value is now the new currency. People prioritise experiences that create memories, support good causes, and feel worth every penny.

It’s also the busiest shopping period of the year. Visibility across the marketing mix is everything – from securing product placement in gift guides to OOH activations in high-footfall areas. Early planning ensures you stand out before the holiday rush – and before your competitors.

A strong Christmas campaign, such as our 2024 Inequality Street activation for SIFA Fireside (shortlisted for multiple awards), can spark conversation, spread shareable joy, and reach new audiences. But the impact doesn’t stop in December – done well, it leaves behind goodwill and loyalty that carries into the new year.

How to Create a Standout Campaign

The best festive campaigns don’t happen by chance – they’re rooted in strategy, creativity, and forward planning.

A good place to start is by looking back. What’s worked well before, both for your brand and across the industry? Many festive tropes reappear each year, but the key is ensuring your campaign aligns with wider business objectives. For retail, hospitality, and leisure, Christmas is a natural peak. For others, it may be less critical – which makes strategic alignment even more important.

And remember, chasing “new” isn’t always the answer. WARC and System1’s Compound Creativity study found that consistent brands scored 3.3 Stars vs 2.6 for inconsistent ones – delivering +27% more brand effects and +28% more business growth. Kantar and Mark Ritson also show that creative “wear-out” is largely a myth. Consumers don’t tire of good ads – only marketers do. The lesson? Resist novelty for novelty’s sake: let strong, consistent creative do the heavy lifting.

If you do need fresh creative, build it on proven levers of effectiveness. Research from WARC (The Effectiveness Code, Creative Effectiveness Lions), the IPA, Kantar and the R.E.D. Marketing framework all point to the same golden rules:

  • Emotion – campaigns that make people feel are remembered and shared

  • Humour – entertaining work cuts through festive clutter and sticks in memory

  • Fame – building cultural talkability boosts salience and reach

  • Reach – the more people you reach, the bigger the brand effects

  • Distinctiveness – stand out with assets that are unmistakably yours

  • Relevance – connect your message to real consumer needs and seasonal moments

Campaigns that combine these drivers deliver not just seasonal sales spikes, but long-term brand growth.

At Leopard Co, our ethos is simple: your goals are our mission. Every campaign we deliver is closely aligned with our clients’ objectives and purpose.

Case Study: SIFA Fireside – Inequality Street

Last Christmas, we worked with Birmingham homelessness charity SIFA Fireside on Inequality Street. By reimagining the iconic Quality Street tin – renaming the chocolates to reflect the harsh realities of homelessness – we cut through the festive noise with a satirical, thought-provoking message.

Backed by PR, social media, and a creative pop-up in Birmingham, the campaign secured nationwide coverage, thousands of online engagements, and most importantly, sparked meaningful conversations that drove both awareness and donations.

When to Start Planning

So, when should you begin? The answer is: now.

PR and media relations have some of the longest lead times. Print journalists start curating Christmas gift guides as early as June. OOH deadlines also come months in advance. Almost every channel benefits from early planning.

Short-lead activity such as social campaigns can be finalised later, but by September most brands are already shifting into festive mode – and so are consumers. The British weather helps too, with autumn chill nudging people to think ahead.

A good rule of thumb: start in the summer to land maximum impact. It feels wrong, but trust us – it’s right.

Key Takeaways

  • Be ahead of the curve – Journalists and ad departments won’t wait. Get your story and creative into their hands early

  • Keep it strategic – Align festive campaigns with your wider objectives. Don’t just do it because it’s Christmas

  • Lead with emotion – Christmas is about connection, so tell stories that resonate and entertain

If you’re just starting to think about your festive strategy, you’re still in time. Get in touch with our team today.