{"id":141976,"date":"2023-01-17T14:58:23","date_gmt":"2023-01-17T13:58:23","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=141976"},"modified":"2023-01-17T15:30:39","modified_gmt":"2023-01-17T14:30:39","slug":"what-went-well-lessons-from-the-campaigns-of-christmas-past","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/what-went-well-lessons-from-the-campaigns-of-christmas-past\/","title":{"rendered":"What went well? Lessons from the campaigns of Christmas past"},"content":{"rendered":"

Santa\u2019s fizzy drink truck \u2013 you know the one<\/a> \u2013 has driven its way back out of town and the broadcast space has put away its tinsel-ified TV ads for another year. How did the big brands do with communicating Christmas 2022 during such a difficult time for their consumer bases?<\/strong><\/p>\n

Excess was out<\/a> and more mindful messages of personal connection were in \u2013 with a tough year ahead for many, 2023<\/a> will need the same careful approach. Here is what we can learn from the successes of our recent Christmas past in PR, communications and marketing.<\/p>\n

How did the supermarkets do? Nostalgia versus realism<\/h2>\n

‘I loved the Asda Christmas ad for 2022, but John Lewis really hit the mark and showed that the brand understands people,’ says Aura\u2019s Laura Sutherland<\/a> of the efforts from UK supermarkets this year.<\/p>\n

Asda\u2019s ‘Have Your Elf a Merry Christmas\u2019 provided escapism from the realities of 2022\u2013 ‘a moment of joy<\/a>‘, according to Asda brand communications\u2019 senior director Stephi Brett-Lee \u2013 by tapping into fondness for the 2003 Will Ferrell film\u2026<\/p>\n