Our pick of the top 5 Christmas ads this year

The food and beverage industry has long known that holiday campaigns are an important opportunity to connect with consumers in memorable ways. As the countdown to Christmas approaches, this festive season has burst with inventive, heartwarming, and delicious marketing efforts. But who truly stood out to us this festive season? From captivating narratives to delightful celebrity appearances, these brands know how to stir up excitement both in stores and online. Let’s dive into the top five food Christmas campaigns that are shining this holiday season. 

Sainsbury’s has taken a nostalgic and imaginative approach to its 2024 Christmas campaign by introducing the beloved Roald Dahl character, The BFG in a heartwarming festive adventure. In the ad, Sophie, the grown-up character from The BFG, now works at Sainsbury’s and helps the giant prepare a Christmas feast. The ad features magical transformations and plenty of charming references to the classic story, making it both entertaining and emotionally resonant. Sainsbury’s ad scored 5.9 stars on the Test Your Ad platform, showing just how well it connects with consumers, offering a delicious blend of nostalgia and festive cheer.  

Waitrose’s 2024 campaign has sparked intrigue with a festive murder mystery titled Sweet Suspicion. This leading retailer brought together a cast of renowned stars, including Succession actor Matthew Macfadyen, to investigate the disappearance of the coveted No.1 red velvet bauble dessert. The campaign unfolds across two chapters and takes viewers through a deliciously suspenseful ‘whodunnit’, where clues are scattered across Waitrose’s social media channels, billboards, and in-store promotions. The aim of the campaign is to get customers to speculate on the mystery and stimulate excitement for their holiday food range, including indulgent desserts and party food. Waitrose is proving that Christmas marketing can be both fun and engaging, driving conversation and showcasing their festive offerings. 

This year, Marks & Spencer’s brought back the iconic M&S Fairy, once again voiced by Dawn French. This year, however, there’s a delightful twist – Dawn French not only voices the Fairy but also makes her on-screen debut, playing herself in the campaign. The six-part series feature a magical Christmas spread that includes M&S’s best-ever slow-cooked turkey, indulgent desserts, and innovative festive treats. The Fairy sprinkles her magic on these festive feasts, bringing humour, heart, and holiday spirit to viewers. With a cameo by classical singer Katherine Jenkins in December and a festive blend of classic and new offerings, M&S is ensuring that their Christmas ads are a feast for both the eyes and the imagination.  

Coca Cola’s Christmas campaigns are nothing short of iconic, and 2024 is no exception. This year, they’ve brought the magic of the Coca Cola Christmas truck tour back to the streets and are helping those in need at the same time. In keeping with the theme “The world needs more Santas,” Coca Cola will donate the equivalent of a meal for every person who attends the tour, partnering with FairShare to help feed communities in need. Additionally, Coca Cola has launched a new AI-generated version of its classic Christmas ad. The brand has introduced a digital experience where customers can create personalised snow globe animations via QR codes on Coca Cola cans.  

Starbucks has tapped into the stress of the holiday season with its 2024 festive campaign Drink In, Breathe Out. The ad portrays a shopper caught in the chaos of the season, only to find a moment of peace and connection when he pauses with a Starbucks drink. This message of finding calm amidst the rush is central to Starbucks’ holiday experience, with its festive Red Cups and a comforting range of drinks, including the return of fan favourites like the Toffee NutLatte. Through digital and social angles, the brand encourages customers to slow down, reconnect, and take a breather during holiday hustle and bustle. Starbucks has once again positioned itself as a sanctuary for those looking to unwind with a cup of cheer during the busiest time of year. 

These five campaigns have truly set the stage for an unforgettable holiday season. From whimsical ads that bring beloved characters to life to campaigns that spark social conversation, each brand has showcased creativity and innovation in ways that not only delight but also connect with consumers on a deeper level. With festive joy filling the air, these brands are sure to be at the centre of every holiday celebration this year.  

Think your brand could make the top 5 next festive season? Share your favourite campaign with us at info@weareliquid.com and let’s make it happen!