As April comes to a close, we’re reflecting on the marketing campaigns that truly made an impact. From innovative tech-driven ideas to purpose-led storytelling and bold brand refreshes, these are the campaigns that caught our attention this month.
1. Women’s Health Hope: Turning the London Marathon weekend into a statement
Timed with the London Marathon, Painathon by Women’s Health Hope used striking visuals to highlight the long wait times women face for gynaecological care. The campaign featured real women in chronic pain wearing race-style bibs with their NHS wait times – including “1461 days waiting for surgery.”
Hard-hitting lines like “Blood, sweat and years” and “All pain, no gain” featured across posters on the marathon route, supported by social activity with customisable Instagram bib stickers encouraging women to share their stories and drive donations.
2. Archers x Gemma Collins: Peach schnapps meets AI travel
Archers brought big personality and playful innovation to its latest campaign, with Gemma Collins as the face of its AI-powered 24 Hour Travel Agency. Users can head to makeitpeachy.ai to generate a bespoke itinerary for a 24-hour mini break – designed to be enjoyed with a peachy Archers and lemonade.
As more consumers seek quick, hassle-free experiences – whether in travel or what they drink – the campaign cleverly brings both together. Running across ITVX, Netflix, Sky and other video-on-demand platforms, it also marks Archers’ first packaging refresh in over two decades, with a modern peach-toned design to appeal to a new generation.
3. Naked Smoothies: Blending motion with message
Naked Smoothies launched a train-triggered digital campaign on Transport for London (TfL) – taking over Tottenham Court Road station with full-motion ads that react to real-time train arrivals.
Passing trains blend ingredients on screen, tailored to the direction and timing of each train, with location-aware lines like: “Your Boost, Now Arriving” and “Heathrow bound? Get Naked, Get Going.” A clever, sensory moment in commuter marketing.
4. Tetley: Brewing a bold new era
Tetley has launched its boldest repositioning in over a decade with “Britain’s Tea”. In a bid to stand out amidst rising competition and shifting consumer tastes, Tetley moves away from its nostalgic Tea Folk campaign, which dominated the 80s and 90s, and instead taps into the deeper emotional connections Britons have with tea.
Featuring relatable scenarios – from a student finding courage in The Crush to a couple reconnecting in Twinkletoes – tea is shown as a symbol of care, love and comfort, especially in moments when words can’t fully express what we feel. By embracing these emotional connections, Tetley aims to become not only the best-known but the most-loved tea brand in the UK.
5. Peroni: Raising the bar with a loyalty scheme
In a category where loyalty schemes are rare, Peroni has introduced its own, aiming to boost brand preference in the competitive beer market. Club Peroni signals a shift towards more CRM-focused strategies in drinks marketing, hinting at a more personalised future for Peroni fans.
The new loyalty site allows shoppers to collect points with off-trade beer purchases, which can be redeemed in the ‘Reward Shop’ for a variety of prizes, including event tickets, discounts, free drinks, merchandise, and unique experiences.
What was your favourite campaign this month?
April gave us a mix of smart tech, strong visuals and stories that stayed with us. As we look ahead, will brands continue to experiment with AI, or lean into more emotional connections?
Missed last month’s highlights? Catch up on our favourite campaigns from March.
Looking for a consumer PR agency? Visit our Contact page, we’d love to hear from you!
Sources
Blog Cover Photo: PharrelWiliams/istockphoto.com.
https://mediashotz.co.uk/womens-health-hope-campaign-by-fold7-highlights-gynaecology-wait-crisis/
https://www.dailystar.co.uk/travel/travel-news/gemma-collins-launches-ai-powered-35101689
https://www.thesun.co.uk/money/34491646/beer-loyalty-scheme-tickets-merchandise
