In the aftermath of the Christmas period, brands have kicked off the new year with a host of consumer marketing campaigns that mix creativity, humour and cultural relevance.
From playful pop culture tie-ins to clever influencer content, these campaigns show that great brand engagement often comes from simple, well-timed ideas. Here’s our round-up of our favourite marketing campaigns in January 2026.
1. Scottish Widows Uses Viral ‘Get Ready with Me’ Trend to Promote Pension Awareness
Scottish Widows launched the Get Pension Ready with Me (GPRWM) campaign, adapting the viral “get ready with me” trend to encourage young women to start thinking about pensions earlier.
Gen-Z influencers shared personal stories on pensions while participating in the popular daily routine format, drawing attention to Scottish Widows’ 2025 Women & Retirement Report. The report highlights a shocking £113,000 pension gap between men and women in the UK, and addresses barriers like caregiving and parental leave.
The campaign aims to build financial confidence and spark curiosity about pensions, especially as audiences plan their finances for 2026.
2. NHS England Uses Pop Culture to Drive Cervical Screening Awareness
NHS England has shown that public health messaging doesn’t have to feel clinical or boring. Their recent Harry Styles–inspired social post encouraging women between 25 and 64 years old to book their cervical screening cleverly taps into pop culture to reach the right audience in a genuinely engaging way.
With cervical screening uptake sitting at just around two-thirds—well below the NHS target—this campaign tackles real barriers such as fear, discomfort and embarrassment by making the message feel relatable. By using a familiar cultural reference, the NHS created scroll-stopping content that normalises an often-uncomfortable conversation and encourages action on a potentially life-saving issue.
3. Tesco Promotes Beloved Brands in Value Push
Tesco’s For the Love of It campaign celebrates iconic brands such as Marmite, Weetabix, Heinz Baked Beans and PG Tips. By integrating their famous slogans into the ad’s story, the campaign shows that shoppers don’t have to compromise on favourite brands, even when budgets are tight.
The launch coincides with Tesco’s January 2026 Everyday Low Prices scheme, covering over 3,000 products, alongside Aldi Price Match and Clubcard offers. From Marmite stand-offs to nostalgic Weetabix moments, the film combines humour, relatability and value messaging.
4. On the Beach Capitalises on Beckham Family Drama
On the Beach launched a playful “Beckham clause” following major social media drama in which Brooklyn Peltz Beckham issued public comments about his relationship with his parents. The “Beckham clause” offers customers a refund if a family member cancels a holiday due to personal disagreements.
The campaign runs across OOH, social media and online channels, tapping into cultural conversation around family dynamics. It combines humour with a practical offer, generating buzz and media attention while highlighting the brand’s friendly, customer-focused personality.
5. Less Comparing, more ‘Me Time’
Compare the Market’s Me Time campaign highlights how its AutoSergei feature saves customers money and time. The hero film follows Sergei the meerkat as he returns home from work to unwind, with AutoSergei handling the comparisons.
The film uses visual storytelling—Sergei shedding layers and diving into a pool—to highlight the freedom customers gain when the heavy lifting of comparing is made simple, blending humour, relatability and product benefit.
Which campaign is your favourite?
January’s standout campaigns show that consumer marketing doesn’t need to be complicated. When brands stay culturally relevant, keep the tone human and communicate a clear idea, engagement follows.
Missed our latest campaign highlights? Catch up on our favourite consumer marketing campaigns from November.
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Sources:
Blog Cover Image: JoseCalsina/istockphoto.com
https://youtu.be/KPGyIrS13rw?si=lgeKKG_oipz6jmFF
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