This year’s festive campaigns were a masterclass in leveraging consistency to drive effectiveness. According to Kantar, two-thirds of the top-performing Christmas ads in 2024 maintained continuity with prior campaigns, proving that sticking to proven creative platforms can deliver both short-term impact and long-term brand-building benefits.
When brands commit to a consistent, long-term campaign, they create more than just recognition – they build emotional connections that resonate deeply with consumers.
Campaigns such as Aldi’s ‘Kevin the Carrot,’ introduced nine years ago, and Cadbury’s ‘Secret Santa,’ running since 2018, have become ingrained in the cultural zeitgeist, earning a place in consumers’ minds and hearts.
Kantar’s research highlights that consistent Christmas ads evoke stronger emotional responses and build brand equity more effectively than new campaigns. This year, consistent ads outperformed new ones across several key metrics: the top 26% for branding (versus average for new ads) and the top 24% for building brand meaning (versus top 38% …