12 memorable holiday marketing campaigns of 2024: Insights and inspiration

Holiday marketing campaigns are more than just festive cheer – they’re make-or-break moments for brands. Done well, they turn into cultural events people actually look forward to. Done badly, they’ll be endlessly dissected on LinkedIn with “what went wrong” think pieces. 

As 2025 kicks off, let’s look back at the 2024 campaigns that really nailed it. From tear-jerking storytelling to memorable characters (lookin’ at you Kevin the Carrot), these 12 examples show how creativity, emotion, and just the right amount of nostalgia can make a brand shine at the busiest shopping time of the year.

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 knows how to make people cry at Christmas, and they leaned right into it again with The Gifting Hour. This year’s ad focused on the bond between siblings, capturing the nostalgia and warmth of shared memories while The Verve’s "Sonnet" plays out in the background. It’s sentimental, slightly melancholic, and very, very British.

The reason this ad worked so well? Relatability. Half of John Lewis shoppers planned to buy for siblings this year, so the story somewhat mirrored their lives. And in the US, 1 in 5 consumers celebrating Christmas want brands to share personal stories during the holidays. If you can show your audience that you actually get their relationships, you’ve already won.

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

2. Coca-Cola: Holiday Road

Trains, buses, taxis, even the odd bike - Coca-Cola’s Holiday Road followed all kinds of people taking different routes home for the holidays. No forced snow or fairy lights, just the simple, familiar chaos of getting back to family.

That’s why it landed. A third of UK and US consumers say traveling to see loved ones is part of their holiday routine, and this ad reflected that reality perfectly. It wasn’t glossy escapism, it was a reminder of the shared ritual of “getting there,” with Coke as the companion along the way.

The lesson? You don’t always need magic reindeer or snowy cabins. Sometimes, showing everyday moments is what makes a campaign timeless.

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 of all ages while driving brand loyalty.

4. Cartier: Magical Night

Cartier’s Magical Night transformed a Paris boutique into something straight out of a dream - a jungle alive with music, vines, and shimmering jewels. Directed by Damien Chazelle and scored by Justin Hurwitz, the ad showed musicians and actors swept into an impromptu celebration where the store itself became the stage.

But it’s not just spectacle for spectacle’s sake. Nearly two-thirds of Cartier shoppers in the US reported hosting gatherings during the holidays, making them 34% more likely than average to do so. This campaign tapped directly into that spirit of togetherness, reimagining the luxury boutique as the ultimate holiday soirée.

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 paired up with Shaun the Sheep for a playful, cozy ad that leaned into tradition without feeling stale. It’s lighthearted, fun, and totally aligned with Barbour’s countryside heritage.

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 took a different route this year. Instead of elves, snow, or big family dinners, we got the story of a janitor who just happens to have an incredible singing voice. He hums while he works, people overhear him, and slowly the whole community rallies around. They chip in with little acts of support - like getting him a sharp new suit from Amazon - until finally he’s up on stage, belting it out at a piano in front of a real audience.

It’s simple, but powerful. A reminder that talent can come from anywhere, and that sometimes people just need a nudge (and maybe a next-day delivery) to shine. And it ties neatly to what shoppers told us: over a quarter of US consumers wanted brands to embrace diversity this season. Amazon leans into this by showing an everyday worker given his moment in the spotlight.

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 went big and bright with Magic Down Every Aisle. Colorful, glittering visuals filled with gift inspiration made it a cheerful reminder of why Target is holiday shopping central.

With 45% of Target shoppers saying they want Christmas “inspo,” this campaign delivered. It wasn’t groundbreaking - but it was exactly what the audience wanted.

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 went full whimsy with The Boy and the Octopus. The story follows a young boy who finds an octopus while on holiday with his family. Instead of swimming away, the octopus sticks around - quite literally on the boy’s head - and the two become inseparable. They wander through shops, watch Christmas movies, do festive activities together, and form a genuine bond.

It’s no wonder the ad struck a chord with its audience; among US kids aged 8–15, 79% who are fans of Disney characters are also interested in animals or pets. Pairing an adorable sea creature with the holiday spirit was a smart way to double down on what young viewers already love.

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

What all these campaigns prove is that holiday marketing isn’t about throwing snowflakes and jingles at people - it’s about knowing what really matters to them. Whether that’s a tear-jerking sibling story, a cheeky talking carrot, or an octopus in a Christmas tree, the magic comes from connecting with your audience on their level.

The best campaigns of 2024 blended tradition with fresh ideas, nostalgia with surprise. They reminded us that holiday marketing works best when it feels human, not forced.