Best UK PR Campaigns of 2025
Our curated selection of campaigns that generated buzz, earned media, and real impact; plus a look at the top 50 PR agencies shaping the industry
As 2026 begins, it’s the perfect time to reflect on the campaigns from 2025 that captured attention, sparked conversation, and demonstrated the power of PR in action. Though not all were purely PR campaigns, each exemplifies the power of communications and earned media to drive attention, engagement, and cultural resonance.
Here are 10 campaigns that, in my view, delivered real buzz, PR-driven impact, and inspiration for brands and agencies alike. These highlights aren’t a ranking—they’re a showcase of the year’s most inventive and effective ways to engage audiences through PR.
What sets these campaigns apart?
- Buzz factor: Ideas that everyone is talking about, engaging audiences across generations.
- PR magic: Creativity transformed into measurable earned media, social traction, and real-world impact.
- Purpose & relevance: Addressing societal issues, championing inclusivity, or creating delight in a meaningful way.
Success doesn’t happen in isolation. The PR industry continues to thrive thanks to talented agencies shaping campaigns and strategy. To celebrate this, we’re also highlighting the UK’s Top 50 PR agencies, as revealed by Prolific North in December 2025.
Mummy Pig’s Pregnancy Announcement
Brand: Hasbro | Agency: PrettyGreen
To regain cultural relevance with millennial parents, the team launched a "breaking news" campaign announcing Mummy Pig was expecting her third piglet. They treated her like a global A-lister, complete with a "live" TV interview, celebrity-style maternity photos, and a gender reveal at a national landmark.
The campaign generated 127 million views on TikTok and 1.26 million engagements in just 24 hours, Secured over 800 pieces of media coverage, reaching 28 billion potential impressions globally. Awards include: CIPR Mark of Excellence, Best Use of Media Relations.
Daisy vs. The Scammers
Brand: Virgin Media O2 | Agency: VCCP Faith & Broadcast Revolution
O2 created "Daisy," a state-of-the-art AI grandmother designed to answer real-time calls from fraudsters. By mimicking a rambling, tech-confused elderly woman, she kept scammers on the line for up to 40 minutes at a time, preventing them from reaching real victims.
It generated 2,000+ pieces of earned media coverage across 9 countries, including The New York Times, The Guardian, and even a segment on The View with Whoopi Goldberg. Achieved 1.7 billion earned impressions and 17% unprompted recall among the UK public. Awards include: Gold Winner: PR Category at Cannes Lions 2025, Winner of Best Integrated Campaign, CIPR Excellence Awards 2025.
LEGO: Message to space
Brand: Lego | Agency: Mischief
LEGO launched a symbolic “message to space” to inspire children in STEM. They partnered with space-loving singer Sam Ryder and the International Astronomical Union to invite children to send their own messages to the stars. The campaign peaked with a "Launch Party" where selected messages were literally transmitted into deep space.
The campaign secured over 220 pieces of high-quality coverage in its first month alone; exceeded its annual link-building target by 744% in just 30 days, securing #1 Google rankings for key terms like "space sets". Awards include: Gold, Consumer Relations Campaign, CIPR Excellence Awards 2025; finalist, Campaign of the Year, PRmoment Awards 2025.
Lidl by Lidl
Brand: Lidl | Agency: The Romans
For years, fans joked that Oasis frontman Liam Gallagher’s colorful parkas looked like Lidl branding. When the 2025 Oasis reunion was announced, Lidl and The Romans didn’t just join the conversation, they hijacked it. They launched "Lidl by Lidl," a Britpop-inspired, "beer-proof" parka with built-in bottle openers and tambourines.
The jacket sold out in just 2 minutes, with 195,000 fans crashing the site trying to buy one. Secured 279 publications organically (including Rolling Stone and NME) and 8 national broadcast slots on shows like This Morning and Lorraine. Generated 1.1 billion earned impressions, achieving more "Share of Voice" than all of Lidl's major supermarket competitors combined during the reunion week. Gain Prolific North recognition for cultural and creative impact.
Trick or Treat: BSL Edition
Brand: Cadbury Fingers | Agency: Tin Man
A neighbourhood learned British Sign Language so a deaf child could enjoy Halloween.
Heartwarming story with huge emotional resonance; captured UK and global attention. 7-minute BBC News segment, 200+ news stories; 50% of Brits surveyed became willing to learn BSL. The campaign's "Sign with Fingers" hub saw 92,000+ views and 65,000+ BSL lesson watches by the public; Awards include: Gold, Best Community Engagement, PRmoment Awards 2025.
Made of Metal
Brand: OnePlus | Agency: The Romans
Launch of the all-metal OnePlus Nord 4 featured Finnish heavy metal band Lordi.
Loud, bold, and impossible to ignore; merged tech and pop culture in one event. Secured 220+ pieces of high-authority coverage across Europe, including lifestyle and music press (like Rolling Stone and Hypebeast) that usually ignore smartphone launches. Over 100,000 Spotify streams in the first week and viral organic sharing of the "Lordi x OnePlus" mockumentary. Multi-award winner including: Best Use of Celebrity, PRmoment Awards 2025; Highly Commended, Campaign of the Year, PR Week Global Awards 2025.
A National Icon
Brand: Greggs | Agency: Here Be Dragons
To celebrate National Sausage Roll Day (June 5th, 2025), Greggs partnered with Madame Tussauds London to unveil the first-ever food item to be "immortalised" in wax. They placed a hyper-realistic wax sausage roll in the "Culture Capital" zone alongside British icons like Sir David Attenborough and Stormzy.
It sparked a national debate, with a survey revealing 46% of Britons consider the sausage roll a bigger British icon than cultural figures like Louis Theroux. Secured over 285 pieces of coverage with a combined reach of 5.77 billion. Generated 2.5 million estimated views and 101,000 engagements across TikTok and Instagram organically.
The Mutt-ley Crew
Brand: Guide Dogs | Agency: Tin Man
To solve a volunteer shortage, Guide Dogs and Tin Man created a "casting call" for the "Mutt-ley Crew"—a campaign that highlighted the quirky, diverse personalities of guide dogs. They moved away from the "standard charity plea" and instead used high-end photography and storytelling to treat the dogs like individual characters.
The campaign relied 100% on earned media (PR); secured "hero" double-page spreads in The Daily Mail, The Telegraph, and The Times. Winner of Healthcare and/or Wellbeing Campaign at the CIPR Excellence Awards 2025, and Mark of Excellence: Not-for-Profit Campaign and Low Budget Campaign at the CIPR Excellence Awards 2025.
Bleak Friday
Brand: Simply Business | Agency: Golin
While major retailers were shouting about Black Friday discounts, Simply Business launched "Bleak Friday." They used data to predict the "extinction dates" of beloved high street staples (like pubs, newsagents, and chemists) and even temporarily rebranded a local pub as "The Extinction Arms" to show the reality of a world without small businesses.
It Secured 197 pieces of organic national coverage, including major features in The Times, The Guardian, and Sky News. Reached 7.5 million people across traditional and social media without a large-scale ad buy. Achieved a 130% increase in share of voice for Simply Business within the small business conversation. Got Prolific North recognition for B2B PR innovation, winner of Financial Services Campaign of the Year at the PRWeek UK Awards 2025.
Liming with Gran
Brand: Genomics England | Agency: Ketchum UK
To break the "taboo of silence" around genetic health in the UK’s Black Caribbean community, the agency leveraged the cultural concept of "liming" (hanging out/socializing). They created a bespoke, handcrafted dominoes set with health-related conversation prompts engraved on the pieces, featuring the Windrush-inspired typeface.
84% of those exposed to the campaign reported they were now more likely to talk about their health history with family. Secured 64 pieces of targeted earned coverage, including interviews on BBC Radio and features in The Voice. Over 1.1 million impressions via culturally targeted outdoor media in Caribbean neighborhoods. Winner: Diversity, Equity, and Inclusion (DEI) at the PRmoment Awards 2025, and Prolific North recognition for DEI impact and community engagement.
What Makes PR Magic in 2025
The campaigns above are our editorial picks, showcasing what great PR can achieve. Separately, the UK PR industry continues to grow and evolve, led by talented agencies.
In December 2025, Prolific North released its Top 50 PR Agencies, celebrating the firms consistently delivering high-impact work across the UK.
Key insights from the list:
- Growth & scale: £106m combined turnover, up 42% over 10 years
- Efficiency: Revenue +8% with largely flat headcount (-0.5%), reflecting AI integration and lean operations
- Profit leaders: Top 10 agencies saw a 39% surge in pre-tax profits
These agencies are part of the ecosystem that enables campaigns like those above, translating insight, creativity, and strategy into PR magic across the UK.
Closing Thought
Great campaigns don’t happen in isolation. They are the product of strong partnerships, collaboration and trust, between brands and agencies, creativity and strategy, and insight and execution. When those connections are right, the work that emerges doesn’t just reach audiences, it resonates, inspires, and leaves a lasting mark.
