As August draws to a close, we’re exploring how brands across the UK and beyond have blended creativity with cultural relevance to capture attention.
From socially impactful campaigns to playful brand collaborations, this month proves that clever consumer marketing not only engages audiences but also drives real results.
Whether it’s celebrating sport, food, lifestyle, or tech innovation, August has delivered some of the most compelling consumer marketing activity we’ve seen this year.
1. O2 Rallies Fans Behind the Red Roses Ahead of World Cup
O2 has unveiled its biggest women’s rugby campaign yet, England, meet England, designed to make the Red Roses household names ahead of the 2025 Women’s Rugby World Cup. Despite being England’s most successful rugby team, many fans still can’t name a player — something this bold, multi-channel push aims to change.
At its heart is Dive, a cinematic hero film where the squad skydives in unison before landing in a packed Twickenham — a striking metaphor for their unstoppable rise. Supported by out-of-home, social, PR and experiential activations, the campaign positions the Red Roses as national heroes and rallies the country to “Wear the Rose.”
Marking 30 years of O2’s rugby partnership, the work cements its commitment to parity by backing both the men’s and women’s teams, while building on its partnership with the Women’s Sport Trust to boost visibility and inspire new fans.
2. Legends Rest, Uber Eats Delivers
Uber Eats has kicked off a new season-long partnership with Sky Sports, launching a witty campaign that brings former Premier League managers Sam Allardyce, Tony Pulis, and Alan Pardew off the touchline and into the comfort of home.
Instead of barking orders in the rain, the trio now enjoys retirement with Uber Eats deliveries. Each sponsorship ident closes with the tagline, “When you’ve done enough, Uber Eats.”
Playing on nostalgia, humour, and the shared ritual of match-day comfort food, the campaign positions Uber Eats as part of the fan experience — from pre-match nerves to full-time celebrations.
3. Two Icons Unite When Gravy Meets Pastry
Greggs and KFC unleashed what they’re calling the “culinary crossover of the century.” For the first time ever, Greggs’ iconic sausage roll meets KFC’s legendary gravy — an unexpected but delicious union inspired by fans’ cravings.
A three-day pop-up tour (August 7–9) rolled through London, Manchester, and Newcastle, serving free gravy-drenched sausage rolls and limited-edition bucket hats. On August 15–16, Uber Eats offered a “Gravy Meets Pastry Sharing Bucket” — six sausage rolls with gravy for £10 — across four cities.
With witty brand voices and nostalgic appeal, the limited-time collaboration turned a playful food mash-up into a viral consumer marketing moment.
4. Safer SIMs: Confidence in First Phones for Kids
EE has launched Safer SIMs, dedicated smartphone plans for under-18s, helping parents give their child a phone safely and confidently. The campaign leads with the film First Day, showing the pivotal moment a child receives their first phone. Imaginative scenarios depict parents’ hopes and anxieties, replaced with reassurance when using Safer SIMs.
Supporting activations include digital tools like The P.H.O.N.E. Chat, influencer content, OOH, radio, social, and in-store safety appointments. With built-in content controls, scam protection, and data management, Safer SIMs helps children stay connected safely, reinforcing EE as the UK’s best network for families.
5. Irn-Bru Returns with Grit, Humour, and “Made in Scotland from Girders”
Irn-Bru’s latest campaign brings back the iconic strapline “Made in Scotland from Girders.” Packed with humour, bite, and Scottish grit, the campaign positions Irn-Bru as more than a soft drink — it’s bold, fearless, and unapologetically expressive.
From calling out bad jokes at work to running into freezing seas in your granny pants, the ads celebrate daring, irreverent moments, marking a comedic return to the brand’s roots.
Which consumer marketing campaign stood out to you?
August demonstrates that successful consumer marketing combines creativity, cultural relevance and strategic media planning to truly connect with audiences. From sports and lifestyle to food and tech, this month’s campaigns show how brands can engage, entertain and inspire consumers in meaningful ways.
Which consumer marketing campaign captured your attention this August?
Missed last month’s highlights? Catch up on our favourite consumer marketing campaigns from July.
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Sources
Blog Cover Image: joningall/istockphoto.com
https://www.famouscampaigns.com/2025/08/gravy-meets-pastry-greggs-and-kfc-team-up-for-combo-collab/
