12 memorable holiday marketing campaigns of 2024: Insights and inspiration

Holiday marketing campaigns are more than just festive cheer – they’re a golden opportunity for brands to connect with audiences in meaningful, lasting ways. As we make a start to 2025, let’s take a look back at how brands doubled down on storytelling, emotional resonance, and creativity to make an impact during the most competitive season of the year. In this blog, we explore 12 standout holiday campaigns from 2024, highlighting what makes them unforgettable and the key lessons marketers can take away.

12 of the best holiday marketing campaigns from 2024

1. John Lewis Christmas ad 2024: The Gifting Hour
2. Coca-Cola: Holiday Road
3. Sainsbury’s: BFG
4. Cartier: Magical Night
5. Aldi: Kevin the Carrot
6. Barbour: Shaun the Sheep
7. Amazon: Midnight Opus
8. Walmart: Gilmore Girls
9. Target: Magic Down Every Aisle
10. Waitrose: A Waitrose Mystery
11. Disney: The Boy and the Octopus
12. JD Sports: The Family Portrait

1. John Lewis Christmas ad 2024: The Gifting Hour

John Lewis never fails to tug at heartstrings, and its 2024 Christmas ad, The Gifting Hour, is no exception. The campaign centers on the evolving relationship between siblings, capturing the nostalgia and warmth of shared memories. From childhood moments to adulthood, the ad’s relatable narrative is set to The Verve’s "Sonnet," striking a chord with viewers.

This emotional storytelling resonates with nearly half of John Lewis shoppers in the UK, who planned to buy gifts for their siblings this year. In the US, 1 in 5 consumers celebrating Christmas said they want brands to share personal stories during the holidays. John Lewis’ focus on authentic connections ensures its message hits home.

Takeaway: Personal storytelling can make your brand unforgettable. Show your audience you understand their relationships and values.

2. Coca-Cola: Holiday Road

Coca-Cola’s Holiday Road campaign takes viewers on a heartwarming journey, showcasing the importance of coming together during the festive season. The ad follows a family traveling through snow-covered landscapes to reconnect with loved ones, reinforcing Coca-Cola’s timeless message of unity and joy.

A third of consumers in the UK and US say traveling to see friends and family is a typical part of their winter holiday traditions, making this campaign deeply relatable. Coca-Cola’s ability to tap into universal experiences ensures its iconic status remains strong.

Takeaway: Lean into shared traditions and universal themes to create campaigns that resonate widely.

3. Sainsbury’s: BFG

Sainsbury’s brought magic to their holiday campaign with a whimsical nod to Roald Dahl’s BFG (Big Friendly Giant). The ad captures the enchantment of Christmas through a child’s eyes, weaving in themes of family and togetherness.

With over half of kids aged 8-11 in the UK influencing what food their families buy, Sainsbury’s decision to spotlight a beloved character was a clever move. Around 40% of Sainsbury’s shoppers also expressed a desire for brands to be innovative, making this campaign a win on multiple fronts.

Takeaway: Nostalgic, family-friendly storytelling can delight audiences while driving brand loyalty.

4. Cartier: Magical Night

Cartier’s Magical Night campaign dazzled viewers with opulent visuals and a dreamy holiday party. Featuring elegant characters and iconic Cartier pieces, the ad perfectly encapsulated luxury and celebration.

Nearly two-thirds of Cartier shoppers in the US reported hosting gatherings during the holidays, making them 34% more likely to do so than the average consumer. This campaign’s focus on togetherness and indulgence resonated deeply with its target audience.

Takeaway: Highlight aspirational lifestyles to captivate your audience, and align with their holiday desires.

5. Aldi: Kevin the Carrot

Aldi’s beloved character Kevin the Carrot returned in 2024, bringing humor and charm to their holiday campaign. Set against a festive backdrop, the ad’s lighthearted tone reinforced Aldi’s position as a brand for everyone.

UK Aldi shoppers are 18% more likely than the average consumer to buy from brands they see advertised, with nearly half saying they’re loyal to brands they like. By maintaining a consistent, entertaining character, Aldi continues to strengthen its brand identity.

Takeaway: Consistency in branding builds loyalty over time. Keep your campaigns fresh while maintaining familiar elements.

6. Barbour: Shaun the Sheep

Barbour’s partnership with Shaun the Sheep created a charming holiday ad rooted in tradition. The story’s playful humor and timeless feel perfectly matched Barbour’s brand ethos.

Over a quarter of Barbour customers said they appreciate brands that are traditional, making this collaboration a perfect fit. By combining humor with heritage, Barbour tapped into what its audience values most.

Takeaway: Align your campaigns with your brand’s core identity to reinforce trust and loyalty.

7. Amazon: Midnight Opus

Amazon’s Midnight Opus celebrated inclusivity and diversity with a beautifully crafted tale of different characters coming together during the holidays. The ad highlighted Amazon’s commitment to representing a wide range of people.

Over a quarter of US shoppers said they wanted to see brands embracing diversity this Christmas. Amazon’s approach underscored its understanding of evolving consumer expectations.

Takeaway: Reflect your audience’s values and priorities to create campaigns that resonate on a deeper level.

8. Walmart: Gilmore Girls

Walmart’s collaboration with Gilmore Girls brought a nostalgic twist to its holiday campaign, delighting fans of the show. Featuring classic references and cozy winter scenes, the ad struck a chord with loyal audiences.

Nearly two-thirds of US shoppers typically exchange gifts during the holidays, with Walmart shoppers 12% more likely to shop at department stores. This campaign reinforced Walmart’s role as a go-to destination for holiday shopping.

Takeaway: Nostalgia can be a powerful tool. Leverage pop culture moments to engage specific audience segments.

9. Target: Magic Down Every Aisle

Target’s Magic Down Every Aisle campaign brought the festive spirit to life with vibrant visuals and a focus on holiday inspiration. The ad showcased the joy of finding the perfect gift for everyone on your list.

With 45% of Target shoppers saying they like brands to provide Christmas inspiration, this campaign delivered exactly what the audience was looking for. Target’s colorful, cheerful approach kept the holiday spirit alive.

Takeaway: Inspire your audience by aligning your campaigns with their seasonal needs and desires.

10. Waitrose: A Waitrose Mystery

Waitrose took a creative leap with their holiday campaign, crafting a fun mystery narrative infused with holiday cheer. The ad’s playful tone and clever twists kept viewers engaged.

Over a quarter of Waitrose shoppers are fans of true crime and mystery, making this theme a clever way to connect with their audience. By combining entertainment with a holiday message, Waitrose stood out from the crowd.

Takeaway: Don’t be afraid to take risks with unconventional themes to capture attention and spark curiosity.

11. Disney: The Boy and the Octopus

Disney’s The Boy and the Octopus delivered a heartwarming tale that blended whimsy with emotion. Featuring beloved Disney characters and themes of kindness, the campaign enchanted audiences of all ages.

Among kids aged 8-15 in the US, 79% who are fans of Disney characters are also interested in animals or pets. This ad’s storyline tapped into overlapping interests, creating a memorable experience for young viewers.

Takeaway: Know your audience’s passions and weave them into your storytelling for maximum impact.

12. JD Sports: The Family Portrait

JD Sports’ The Family Portrait campaign brought style and culture together in a modern holiday setting. Highlighting diverse families and their unique holiday traditions, the ad celebrated individuality and connection.

Two in five JD Sports shoppers in the UK share news about new products with friends and family, making this campaign’s focus on community a strategic choice. The bold visuals and inclusive messaging resonated with trend-conscious audiences.

Takeaway: Celebrate your audience’s diversity and individuality to foster stronger connections.

Final thoughts

These 12 campaigns demonstrate the power of creativity, authenticity, and understanding your audience. From nostalgic storytelling to innovative themes, the most memorable holiday marketing strikes a balance between tradition and modernity. As brands plan for the year ahead, the key is clear: put your audience at the heart of every decision. By tapping into their values, passions, and traditions, your campaigns can stand out and make a lasting impression.