Feb 10th campaign highlights

Creativity that keeps it human.

10 FEBRUARY 2026

“Simple is best.” That’s the phrase that kept coming to mind as I browsed through campaign news this week. The work is full of everyday moments and genuine human experiences. From making life a little easier to nudging us to explore beyond the obvious. Together, these campaigns show just how powerful it can be when brands keep things simple, human and real.

McDonald’s “All Flavour, No Mess”

McDonald’s UK teamed up with Leo UK to relaunch its wraps across the UK with a fashion-inspired platform that positions the product as stylish and tidy, perfect for eating without worrying about your outfit. The integrated campaign runs across TV, OOH, social, print, radio and editorial partnerships around London Fashion Week. You can't imagine how elegant you could be while taking the wraps. Read the news and watch the campaign here.

Tourism Ireland - “The Island That Goes Beyond”

Tourism Ireland and Grey London launched a global campaign celebrating the welcoming character and generosity of the people of Ireland. The work uses cinematic storytelling and real moments of kindness to show visitors what makes the island unique! A blend of warmth, culture and unmissable experiences. This is a good example of creative with emotional bonding. Travel is more than sights, it’s connection, culture and spirit that goes beyond expectations. Check out here.

LNER – Eleanor Does the North East

LNER, with M&C Saatchi, uses "Awe-Filled" character to reclaim the rails. LNER has extended its "Freedom all the way" platform with a new regional focus, sending its mascot puppet, Eleanor, on a tour of the North East. Set to a soundtrack reminiscent of Fatboy Slim’s Weapon of Choice, the campaign uses Eleanor’s exuberant reactions to showcase the "awe" of East Coast travel. By contrasting the kinetic joy of a train journey with the static stress of driving, the campaign successfully positions rail travel as a lifestyle choice for both leisure and business Read more.

Pizza Hut – The Vertical Pizza Box

Pizza Hut’s Low-Tech Stunt for High-Stakes Engagement In a masterclass of "street theatre" marketing, Pizza Hut UK deployed actors across London to carry pizza boxes vertically, as if they were briefcases. The stunt, designed to look like a prototype for a new delivery method, sparked a massive "how does it stay together?" debate on social media. By leaning into physical absurdity rather than high-cost CGI, the brand achieved viral reach and reinforced its identity as a playful innovator in the competitive fast-food space Check out here.

Lush – The 2026 Eid Collection

Lush uses s1cent as a portal to shared rituals. Launched globally on 5 February, Lush’s 2026 Eid collection was developed through its "Co-Create" internship program to ensure authentic community representation. The standout product, the "Lailah" soap, uses blackcurrant absolute to mimic a traditional drink used to break the fast during Ramadan. By centering the campaign on "shared rituals" and Palestinian-designed packaging, Lush moves beyond seasonal gifting into deep, identity-based brand storytelling. Read more here .

Ginsters “Taste the Effort”

Savoury pasty brand Ginsters, together with TBWA\London, has doubled down on its “Taste the Effort” campaign, returning with beloved farmer character Merryn to show the humour and hard work that goes into quality ingredients. The campaign spans TV, digital, social and shopper touchpoints and emphasises how much effort goes into making delicious Cornish pasties. I really love how they celebrate craft and quality with warmth and a bit of humour! Taste it here!

Pizza Hut's vertical pizza box

Let's talk insights, strategies and key moments

The "Economic Reset": A National PR Blitz for Scotland’s Growth

Following the release of the "Entrepreneurs Manifesto for Scotland" on January 21, TigerBond led a rapid-response media campaign that peaked during the first week of February. The campaign transformed a dense policy document into a nationwide conversation, securing over 148 pieces of coverage in top-tier outlets like the Daily Mail and STV News within the Feb 2–3 window. The campaign effectively positioned Sir Tom Hunter’s "RESET" framework—focusing on tax, housing, and AI—as the primary response to the Scottish Budget Read more here.

UK Marketers Risk Falling Behind as AI Becomes Table Stakes

A new industry report backed by the Chartered Institute of Marketing (CIM) reveals that while 78 % of marketing leaders expect budgets to stay stable or grow in 2026, the UK still trails European peers in applying AI strategically. The findings show AI is a top focus for nearly half of marketers, but a lack of internal expertise is slowing adoption, with only 12 % having professionalised AI use at scale. The report emphasises the need for skills frameworks, training and cross‑functional capability building to harness AI’s potential effectively. Give a read here.

BNPL Set to Double in UK by 2031. Are Retailers Ready?

A new market report on the UK Buy Now Pay Later (BNPL) sector was released showing the industry is on track to grow from $48.56 billion in 2026 to an expected $106.45 billion by 2031. The databook-style report outlines trends in regulation, consumer adoption and competitive strategies as banks and fintechs expand instalment offerings. It includes 90+ KPIs on market size, sector share, product types and demographic patterns, giving brands and retailers fresh insight into BNPL’s role in consumer spending behaviour. BNPL is shifting into mainstream credit, brands and marketers in retail and e‑commerce should align strategies with evolving consumer finance preferences. Read more here.

Hope you enjoy the read and find some useful insights! Keeping things simple and human, while staying on top of AI adoption and shifting consumer trends, is a never-ending exercise for marketers. Let’s keep leveling up our creativity while using AI smartly as our assistant.