Jan 13th Campaign Highlights

Emotional and treatnomic marketing: setting the tone for 2026

13 JANUARY 2026

Finding the human signal in the noise

We’re officially moving past the initial January scramble and into the focused delivery mode where the real work begins. Inboxes are open, coffee consumption is back in full swing, and as we ease into 2026, it feels like the perfect moment for sense-checking the ideas that will define our year.

If there’s a common thread tying this week’s stand-out campaigns together, it’s a refusal to be generic.

Empathy is our new North Star. While the tech world obsesses over the latest AI models, what I believe the brands actually winning right now are the ones doubling down on human stories, regional pride, and the small, messy moments that make us, well, us.

Here is a look at the campaigns and shifts setting the pace for the quarter ahead.

Storytelling with soul

Tesco – “For the Love of It” (BBH London)

Supermarkets usually spend this week shouting about price mechanics, but Tesco and BBH have done something much more resonant. They’ve woven iconic brand slogans—from Marmite to L'Oréal—into a narrative about our genuine devotion to household favorites. It’s a playful reminder that even when budgets are tight, emotional insight is what powers the most effective value propositions. Check out the work here

AJ Bell – Finding the "Ring" in Investing

Investing can feel like a "closed club," but AJ Bell’s new campaign (in partnership with Pablo London) uses the catchy “Ring My Bell” tune to kick the door open. By reframing personal finance as something inclusive rather than intimidating, they’ve managed to make a "dry" product category feel surprisingly human and accessible to everyone. Watch the campaign idea here

Northern – "Proudly Northern"

In their latest TV spot, Northern and CreativeRace aren't just selling train tickets; they’re celebrating the fabric of the North. By featuring real people and places, they’ve tapped into regional pride to encourage us to swap the car for the carriage. It’s authentic, unpolished, and feels like home. See the Northern TV spot

Cook for Good – Purpose with Heart

Manchester’s own Cook for Good is tackling child hunger through a new school-focused initiative. This isn’t just "CSR", it’s a brand showing up where it matters most, using digital and community outreach to drive real social impact and encourage conversations around healthy, affordable meals. Read the Manchester story

Richmond Veggie Tasty

This is the debut work from creative agency Joint for Pilgrim’s Europe. It’s a TikTok-first strategy featuring animated talking vegetables and a "down-to-earth" tone designed to make meat-free feel less like a lifestyle statement and more like a simple, tasty choice. More read here

Northern leans heavily into Northern credentials in latest TV spot

Let's talk insights, strategies and key moments

The "Human Premium" – Authenticity as a Trust Metric
2026 Brand Strategy by Reach Solutions & Lippincott

As AI-generated "slop" saturates digital channels, UK consumers are recalibrating their trust toward human-verified content. Recent research shows that 81% of audiences now prioritize authenticity over polished perfection, leading to a "Human Premium" where unedited, creator-led storytelling drives higher ROI. To cut through the noise, we need to pivot from corporate-speak to human-centered narratives that prioritize transparent, "imperfect" connection. Read more from Reach Solutions

"Treatnomics" – Celebrating the Inchstones
2026 Marketing Trends by Kantar

With major life milestones (like home ownership) feeling increasingly out of reach, UK consumers are shifting their spending toward "Treatonomics"—the culture of finding joy in small, immediate pleasures. 36% of people now admit they are willing to spend on "inchstones" (minor daily wins) to maintain a sense of progress. For marketers, 2026 is about deconstructing long-term loyalty goals into smaller, instantly gratifying rewards. Read more from Kantar

The Big Date: Northern Marketing Festival 2026
Official launched by Prolific North

If you want to dive deeper into these themes with the people actually building them, the Northern Marketing Festival returns this May. It’s a week-long takeover of keynotes and fringe events designed to spark real conversation across the industry. Early bird tickets are live now! Don’t miss your chance to be part of the North’s premier marketing event. Get your tickets here

Final Thought

Finding the Balance
The start of 2026 proves that human relevance remains our most enduring strategy, yet the tension remains: how do we leverage AI’s speed without losing the "messy" human soul that drives connection? It isn’t about choosing one over the other; it’s about embracing Bothism—finding that middle ground where technology empowers our humanity rather than replacing it.

What do you think? In a year of automated search and AI agents, how are you balancing the efficiency of the machine with the empathy of the marketer?