September was a strong month for brands, with work that turned everyday moments into something worth talking about. Commutes, reading habits, dad lore, girls’ football teams and a very glam corner of British culture all became creative territory.
Let’s take a look at five of the best marketing campaigns of September 2026 and the creative lessons marketers can take from them.
1. ITV turns King’s Cross into “The Hunderground”
ITV gave King’s Cross Underground station a makeover to celebrate “hun” culture, the tongue-in-cheek British subculture it has helped shape for decades. Commuters passed through a “Hall of Huns” featuring icons like Bet Lynch, Alison Hammond and the Loose Women, were invited to “Amanda Holden the handrail” on the way down and reached a fully branded platform. Lola’s Cupcakes even sold hun-themed cupcakes at the top of the escalators.
The idea was rooted in real insight. ITV’s in-house creative team ran the biggest “hun-audit” ever, tracing the culture from 1960s soaps to TikTok and drew on “Hey Hunni!”, a research paper from ITV Media’s cultural strategy team. The activation anchored a wider national campaign across out-of-home, radio, podcasts, social and print.
ITV struck a balance of silly and serious that felt affectionate and landed with the right audience.
2. Currys turns staff into energy-saving dads
Currys’ latest campaign uses humour to make a clear message memorable: smarter tech means less waste. It draws on the viral dad energy trend, with Currys colleagues cast as dad caricatures, complete with moustaches, dad poses and unsolicited advice on making your home more efficient.
The colleagues remain the stars, positioned as experts in energy-efficient tech. Whether the target is energy, water, food, cleaning products or time, they find a way to cut waste, pairing the comedy with clear product demonstrations that go beyond the electricity bill.
By borrowing a joke audiences already recognise, Currys shows how a relatable cultural hook can make a message far more memorable.
3. Galaxy’s tiny bakery makes room for me-time
To launch its new Millionaire Crumble and Cinnamon Swirl bars, which bring classic bakery-aisle favourites to its confectionery range, Galaxy opened a London bakery no bigger than the bars themselves.
Baker and TV personality Kim-Joy cut the ribbon, and commuters picked up free samples through the miniature counter, choosing their flavour by pressing a buzzer.
Galaxy’s research found that almost half of working Brits see their journey home as their only guaranteed “me time” during the working day. The brand met people in exactly that moment, offering a chance to pause and enjoy a little indulgent escapism in true Galaxy style.
4. Dove calls on coaches to “Back Her Game”
Dove wants to find the girls’ sports teams where confidence, belonging and joy come first. US coaches can enter by posting a public in-feed video on Instagram or TikTok showing how their team builds confidence. The prize is a trip to Brazil for the FIFA Women’s World Cup 2027, plus new team kits and a Dove Body Confident Sport session.
Dove’s research found that one in two girls who quit sport have been criticised for their body type, and the brand wants to help build a future where that no longer happens. The campaign launches ahead of International Day of the Girl on 11th October.
It’s a reminder that purposeful social campaigns land best when paired with a tangible reward and a simple way to take part.
5. Diet Coke targets BookTok
Diet Coke has tapped into the BookTok phenomenon with BookMarks, a new interactive literary taste map helping readers across the UK and Ireland discover, share and claim the reading spots that make their Diet Coke break feel perfectly matched to their book.
Author Elizabeth Day and influencer Jack Edwards seeded the map, and over 100 readers had already added their spots at launch. Thriller fans lean towards windswept marshes, while romance readers favour coastal escapes. Readers get to the map by scanning the QR codes on Diet Coke cans.
The campaign is backed by research showing that almost three-quarters of 18-24-year-olds have read a book recommended on social media, and 59% struggle to find a place that suits the mood of what they’re reading.
By connecting taste, location and literature, BookMarks gives readers a stylish way to own their break, with a Diet Coke in hand wherever the mood takes them.
Which was your favourite marketing campaign of September 2026?
September’s best campaigns all felt like they belonged in people’s lives rather than interrupting them. Some were playful, like the nod to British “hun” culture or dad jokes, while others were rooted in things people already love, like a good book and a bit of me time.
The common thread is that people respond to brands that show up with personality and a good sense of humour. Get the tone right and the rest follows.
Missed last month’s highlights? Catch up on our favourite consumer marketing campaigns from August 2026.
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Sources
Blog Cover Image: VictorHuang/istockphoto.com
https://www.youtube.com/watch?v=4f7_Ino10PE
https://www.grocerygazette.co.uk/2026/09/11/galaxy-chocolate-opens-uks-tiniest-bakery-installation/
https://www.coca-cola.com/gb/en/media-center/elizabeth-day-jack-edwards-bookmark-diet-coke-2026
