2025 Christmas Marketing Campaigns That Got It Right (And What Small Businesses Can Learn)

Some Christmas marketing campaigns just get it 🎄

They don’t rely on shouting louder, spending more, or chasing trends. They connect.

This year, a handful of brands stood out for doing exactly that, delivering campaigns rooted in emotion, storytelling and brand consistency.

Here are five Christmas campaigns we loved in 2025, and the lessons small businesses can take from them.

1. Argos – Nostalgia That Feels Familiar

Argos launched a blockbuster festive campaign starring its iconic mascots, Connie and Trevor, on a mission to challenge outdated perceptions of the brand. Created by T&P, the campaign reinforces Argos as a go-to destination for desirable Christmas gifting, far beyond toys alone.

The hero film, directed by David Kerr, opens with a familiar last-minute Christmas shopping moment. Tom, played by multi-award-winning comedian Simon Bird, chats on the phone while dismissing Argos as “just for toys.” That assumption is quickly challenged when he glances in his rear-view mirror to find unexpected passengers, Connie and Trevor.

What follows is a fast-paced, humorous journey to an Argos warehouse, where the duo reveal a curated selection of premium festive gifts, from high-end tech to stylish homeware.

The campaign cleverly blends humour, nostalgia and brand storytelling to remind audiences that there’s far more to Argos this Christmas than many might expect.

Why it worked:

• It tapped into shared memories

• It felt human, not over-produced

• It reinforced Argos as a trusted household brand

Small business takeaway:You don’t need something brand new, you need something recognisable. Familiarity builds trust faster than novelty.

2. LEGO – Storytelling Without Selling

The LEGO Group’s 2025 holiday campaign leans heavily into nostalgia, tapping into a theme that dominated this year’s festive advertising. Titled Hello, Is It Play You’re Looking For?, the global campaign brings together Lionel Richie, LEGO minifigures and festive chaos to reinforce a simple message: play is where the real magic of Christmas lives.

The campaign blends humour, emotion and nostalgia to remind audiences that imagination and connection sit at the heart of the LEGO brand, especially at Christmas.

Why it worked:

• Emotion came first, product came second

• It appealed to both children and adults

• It stayed completely true to LEGO’s brand DNA

Small business takeaway:Tell stories your audience can see themselves in. Sales follow connection, not the other way around.

3. Greggs – Humour That Feels On-Brand

Greggs does humour brilliantly because it never feels forced. Their Christmas campaign was light, relatable and very self-aware — exactly what their audience expects.

Why it worked:

• It leaned into brand personality

• It didn’t try to be something it’s not

• It felt culturally relevant without chasing trends

Small business takeaway: If humour fits your brand, use it. But consistency matters more than cleverness.

4. Cadbury – Emotion Over Excess

Cadbury’s festive campaign, The Secret Santa Postal Service, invited shoppers to anonymously gift a free Cadbury chocolate bar to someone special. Running throughout November and December, the activation was promoted via QR codes on digital and static posters nationwide, making participation quick and accessible. By combining simplicity with generosity, the campaign reinforced Cadbury’s long-standing association with kindness while encouraging meaningful festive moments at scale.

Why it worked:

• Emotion was the hero, not production value

• It aligned perfectly with Cadbury’s long-term messaging

• It made people feel something

Small business takeaway: Cadbury focused on the feeling behind the gift rather than the product itself, using generosity and surprise to build emotional connection. By making participation simple through QR codes and removing barriers to entry, the brand encouraged engagement at scale. The takeaway for businesses? When you lead with emotion and make it easy for people to get involved, your marketing works harder for you.

5. Burberry – Premium, Polished and Confident

Burberry’s 2025 holiday campaign, ’Twas The Knight Before…, invites audiences into a warm, star-studded festive gathering that celebrates family, friendship and British tradition.

Directed by John Madden, the film is set inside a cosy London townhouse, where Jennifer Saunders hosts an all-star cast including Naomi Campbell, Ncuti Gatwa, Rosie Huntington-Whiteley and Son Heung-min.

Through moments of laughter, gift-giving and carols on the doorstep, the campaign captures the charm of a classic British Christmas — all wrapped in Burberry’s signature elegance. Described by Chief Creative Officer Daniel Lee as “a party invitation for family and friends,” the campaign reinforces Burberry’s position as a confident, premium brand without needing to over-explain itself.

Why it worked:

• Clear brand positioning

• Strong creative direction

• Confidence in who they are (and who they’re not)

Small business takeaway: Burberry proves that strong brands don’t chase mass appeal, they lean into who they are. By staying true to its heritage and premium positioning, the campaign feels polished, intentional and aspirational. The lesson for businesses? Clarity in your brand identity allows your marketing to feel effortless and distinctive.

6. TUI – Turning Escapism Into an Experience

Building on its Christmas TV campaign, TUI extended the story beyond the screen by bringing its festive elves into London Underground stations. The original advert reveals what the elves get up to while Santa is away (spoiler: they love a holiday), and this activation carries that narrative into the real world.

The campaign featured a 10-second 3D animation designed specifically for connected digital escalator screens at King’s Cross, Oxford Circus and Waterloo. The creative plays on the idea of a holiday luggage belt, visually extending the journey and reinforcing the theme of escapism.

Designed by POD LDN, the motion-led experience transformed the ribbon screens into a seamless, looping sequence. TUI’s elves appear to surf across suitcases, moving smoothly from screen to screen alongside holiday imagery pulled directly from the wider campaign. The result was an eye-catching, immersive execution that stopped commuters mid-journey and reinforced TUI’s message at exactly the moment people are dreaming of getting away.

Small Business takeaway: Great marketing doesn’t stop at one channel. TUI extended a strong TV idea into real-world environments, meeting their audience at the exact moment they were dreaming of escape. The lesson? When your core message is clear, you can repurpose it across platforms to create a more memorable, joined-up experience, without starting from scratch each time.

The Bigger Lesson: Connection Beats Volume

What all of these campaigns had in common wasn’t budget, scale or reach, it was clarity.

They knew:

• Who they were speaking to

• What they wanted the audience to feel

• How to stay consistent with their brand

And that’s the biggest reminder for businesses heading into 2026:

👉 The best marketing doesn’t shout the loudest, it connects the strongest.

If you want help building campaigns that connect (without burning budget or chasing trends), start with a clear plan, consistent messaging and content that feels human