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‘Good campaigns wear in’: Why brands that embrace continuity are winning this Christmas
The Christmas season invites marketers to launch brand new campaigns but there is a growing body of evidence that continuity of ongoing campaigns can offer greater benefits.
Anyone who has settled down to watch The Snowman for the seemingly thousandth time at Christmas will tell you that there’s no harm in repetition. The same is true for ad campaigns.
This Christmas has seen a number of brands bring back well-loved platforms. While Aldi digging up Kevin the Carrot was expected, M&S and McDonald’s have also redeployed successful brand platforms from previous campaigns – the fairy character played by Dawn French for M&S Food and the ‘Raise Your Arches’ campaign respectively.
