January has flown by, and it’s time to look back at the standout campaigns that caught our attention this month. Our top three picks? Plenish, Cadbury, and Walkers—each bringing something unique to the table.
Let’s dive in and see what made these campaigns stand out!
Walker’s presents 0.0% snacks for dry January
Walkers, the beloved British snack brand, kicked off the year with a brilliantly unexpected Dry January campaign. You might be wondering—how does a crisp company tie into Dry January?
Well, they absolutely nailed it!
Starring Danny Dyer—best known for playing Mick Carter, the iconic EastEnders landlord—the campaign playfully spoofs alcohol-free beer ads, positioning Walkers' Better For You range, including Walkers Baked, as the perfect 0.0% alcohol snack alternative.
With a cheeky twist and a touch of humour, Walkers proves that Dry January isn’t just about what you don’t consume, but about making better choices all around.
Cadbury's New Packaging Redefines the Importance of Sharing
Cadbury unveils a heartwarming new campaign celebrating the power of small, often unnoticed gestures of generosity.
Created by VCCP and designed by Bulletproof, the limited-edition packaging brings a playful twist to sharing. Each bar features a unique design that suggests how the chocolate chunks should be divided—reflecting the generosity (or cheekiness!) of friends and family.
With 40 squares per bar, this fun and thoughtful redesign turns every moment of sharing into an experience.
More than just a playful packaging update, the campaign reinforces Cadbury’s long-standing mission to inspire meaningful acts of generosity—one chocolate square at a time.
Plenish Reinvents 'Shots' for UK Consumers with Its Boldest Marketing Campaign Yet
Plant-based brand Plenish is shaking up Dry January with a bold and refreshing campaign—encouraging Brits to embrace a healthier kind of shot this month.
Created by Lucky Generals, the playful campaign highlights the contrast between traditional alcohol shots and Plenish’s nutrient-packed alternatives. With the tagline “Shots that definitely won’t harm your dignity, your relationship with your boss, or lead to regretful late-night ex-texts,” the brand delivers a witty and relatable message that resonates with health-conscious consumers.
The campaign spotlights Plenish’s range of wellness shots, including Ginger Immunity and Berry Gut Health, showcasing their benefits.
To maximise impact, Plenish is rolling out the campaign across major out-of-home (OOH) advertising spaces, including vending machines and a takeover at South Kensington tube station. With its cheeky humour and strong visual presence, the campaign positions Plenish as the go-to brand for those looking to kickstart the year with a healthier, more balanced approach.
This is what makes marketing so exciting—analysing these creative campaigns each month fuels our passion. Every brand approaches food and drink marketing differently, using fresh and innovative strategies to engage their audience.
From humour and nostalgia to a renewed focus on healthier choices, each campaign highlights the power of clever branding in shaping consumer behaviour. As we move further into the year, one thing is clear—brands that think outside the box and truly understand their audience will continue to make the biggest impact.
We can’t wait to see what February has in store!
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