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11 SEPTEMBER 2025
Digital
Social Media
Influencer
Creative and Advertising
Who knew a sausage roll could steal the spotlight in a Primark window? Or that animated hedgehogs could make talking about mental health actually fun? And yes, even an airfryer can make people feel something — enough to queue for it.
Great campaigns often start with something familiar and then spark a bold thought, experiment, and transform it into something remarkable. The lessons are in the details, and the creativity is in the thinking.
Drummond Central – Greggs x Primark
Challenge: How do you make two beloved high-street brands feel exciting and relevant together?
Solution: Take everyday moments and turn them into experiences. Drummond Central staged street-level surprises, like mannequins holding Greggs bakes in Primark windows, a pop-up boutique, and a limited-edition clothing line that sold out in days. The campaign sparked media frenzy and social conversation, proving that playful activations can create big cultural moments.
The takeaway: Relatability and context are powerful. Everyday items, used cleverly, can become unforgettable hooks.
Check out the campaign HERE.
Ilk Agency – Aardman Animations, What’s Up With Everyone?
Challenge: Make mental health approachable for young people without being preachy.
Solution: Short, attention-grabbing videos with Aardman’s trademark animated style and humour acted as the hook. The campaign developed by ilk agency used social platforms young people actually spend time on and enlisted Stephen Fry to add a trusted voice. The result? High engagement, wide sharing, and a serious topic made relatable and shareable.
The takeaway: Tone and format matter. Approachable, relatable storytelling can turn complex topics into content people want to engage with.
Check out their campaign HERE
Smoking Gun – Philips AirFryer, All In Good Taste
Challenge: Reclaim market share for a functional product in a crowded category.
Solution: Smoking Gun combined visibility, credibility, and emotional connection. Chef Martin Senders became the trusted airfryer expert. Playful stunts like No Airfry Day and the LuAnna Steam & Fry launch created buzz and social sharing. Strategic PR, influencer, and social campaigns amplified every message, resulting in 900% YOY growth in market share and 22.6M+ video views.
The takeaway: Functional doesn’t have to mean flat. Strategic thinking paired with playful content can make practical products feel exciting and emotional.
Check out their campaign HERE.
So, what can marketers steal from this?
- Familiar can be extraordinary: Look at what people already know and find new ways to frame it.
- Meet audiences where they are: Use the platforms and channels that actually matter to them.
- Credibility builds trust: From chefs to cultural icons, the right voices amplify impact.
- Emotion sparks action: Whether humour, surprise, or empathy, emotional connections elevate campaigns.
- Strategy underpins creativity: Clear measurement and intent ensure ideas deliver results.
Creativity isn’t about reinventing everything from scratch. It’s about seeing fresh potential in the familiar, experimenting boldly, and turning smart ideas into cultural moments people remember.