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NOVEMBER 22, 2019 //     

Christmas marketing campaigns that nailed the ‘Big Idea’ in 2019. Here’s what we can learn

By Gina Mossey

Successful ‘Big Ideas’ are composed of three fundamental elements – piercing insight, brand connection, and succinct expression. Without these, few integrated marketing campaigns can pierce through the barrage of noise around the festive quarter and be effective. We’ve selected three Christmas campaigns that have cultivated the ‘Big Idea’.


The Piercing Insight

When it comes to hosting over the festive season, we all have those little voices in the back of our heads that tell us our homes aren’t presentable enough. From the chipped mug, the crack in the wall to the living room without any personality, we all fear our homes are just not up to scratch.

The Brand Connection

IKEA believes every home is worthy of a festive gettogether, with a little imagination and some clever IKEA products. The Swedish furniture monolith has also tapped into a bigger cultural trend by using grime legend, MC D Double E.

The Succinct Expression

The Wonderful Everyday.


The Piercing Insight

Kids all over the world leave snacks out for Santa and his reindeer on Christmas Eve.

The Brand Connection

McDonald’s celebrates the magic of Christmas through the eyes of Ellie, an imaginative little girl, in an advert which illustrates scenes recognised by parents across the country. The fast-food giant also garners lots of PR with the promise of giving out free ‘Reindeer Treats’ to families on Christmas Eve.

The Succinct Expression

McDonald's is back with its 'Reindeer Ready' message – which gives it strong message penetration and allows the marketing team to spend more on the production and execution. Win win!


The Piercing Insight

M&S Food provides its customers award-winning quality and innovative food.

The Brand Connection

The delicious M&S Christmas range of food and colleagues are the stars of the show. The Christmas marketing campaign also drives earned media by including M&S Food celebrity panel members Paddy McGuiness and Emma Willis. The duo wanders through a festive market with more than 100 M&S customers and a real school choir from Wales that sings a rework of Fleetwood Mac’s Albatross, the iconic tune behind M&S' 'this is not just any' campaign. Now, where’s my nearest M&S Foodhall?

Succinct Expression

This is not just food; this is M&S Christmas food!

The winning formula for cultivating the ‘Big Idea’ sounds good, but sometimes the light bulb just doesn’t go off. Great ideas are usually the result of a combination of conversations, research, experience – and time. Allison+Partners has designed a ‘Big Ideas Lab’ to help brands connect with culture and creativity that sits in and outside of their organisations. For more information, get in touch with Jill Coomber at

Gina Mossey is an account director in Allison+Partners' London office.

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