The Marketing Campaigns That Stood Out in 2024- By Fraser Gillespie
As we approach the end of the year, it’s the perfect time to reflect on some of the standout marketing campaigns that made waves in 2024. At Nine Twenty, we’re passionate about the marketing world and love seeing creative campaigns that resonate with audiences. As a recruitment agency specialising in marketing roles across Scotland, we’re always inspired by the work being done in this dynamic industry.
Earlier this month, The Scottish marketing Network, created by Nine Twenty, shared a LinkedIn post celebrating three standout campaigns: Heinz and Absolut’s vodka pasta sauce collaboration, Aldi’s playful "Can’t Match This" campaign, and Specsavers’ hilarious bollard van stunt. Each of these campaigns showcased creativity and strong audience engagement. If you missed the post, head over to The Scottish Marketing Network’s LinkedIn to check it out.
For this blog, though, we wanted to take a deeper dive into three other campaigns that captured attention this year for their creativity, storytelling, and clever use of data. Let’s take a look at Cadbury’s 200-year celebration, Irn-Bru’s UEFA football ads, and Monzo’s localised marketing.
Cadbury’s 200-Year Celebration
Cadbury marked its 200-year milestone by revisiting its very first advert. Using its iconic “Glass and a Half” platform, the campaign’s film, titled "Mum’s Birthday," retold the heartwarming story of a little girl buying her mum a Dairy Milk bar. The ad takes viewers on a nostalgic journey from 1824 to the present, celebrating the brand’s rich history while staying true to its timeless message of generosity. It’s a testament to Cadbury’s ability to connect emotionally with audiences, blending heritage with relevance.
Irn-Bru’s “Mannschaft” Ad
While Spain may have taken the Euro 2024 trophy, Scotland’s Irn-Bru stole the show with its witty football ads. The “Mannschaft” ad was part of a trilogy that included “Doctor’s” and “Café.” These ads humorously played on Scotland’s Euro journey, capturing national pride despite the team’s eventual disappointment. Created by the agency Leith, the campaign earned high praise, even ranking as the second-best Euros ad according to System1, and racking up millions of views on TikTok and YouTube. Irn-Bru once again proved its knack for blending humor and relatability to resonate with audiences.
Monzo’s Localised Ads
Online bank Monzo took a fresh approach with its data-driven out-of-home campaign, playfully highlighting how people across the UK “Monzo’d” their way through 2024. With lines like “Well done Milton Keynes: you went to Nandos more than anywhere else in the UK” and “London: you were literally the only place to go to Pret more than Greggs,” the ads struck a chord with local audiences. By using first-party data to tailor messages to individual regions, Monzo showcased how smart data use can make campaigns feel personal and engaging. It’s no wonder their users are 38% more likely to notice ads like these compared to the UK average.
Celebrating Creativity in Marketing
As we reflect on these campaigns, it’s clear that marketing continues to push boundaries, combining clever concepts with data and storytelling to connect with audiences. At Nine Twenty, we’re inspired by the incredible work being done and are proud to support this industry by helping businesses find the marketing talent they need to create campaigns like these.