Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

The Stage of Brands

Brand: McDonald’s

Campaign: 35 Years Anniversary Campaign in Portugal

Source: https://www.imagensdemarca.pt/artigo/o-palco-das-marcas-1791570052340/

Goal: To celebrate 35 years of McDonald's in Portugal.

Media: minidocumentary

Summary: The article highlights various brand initiatives, focusing on McDonald's 35th anniversary in Portugal, which includes a year-long campaign featuring different phases and a minidocumentary created in collaboration with Grupo Impresa showcasing the brand's history.

Global

Kate Moss Becomes the Face of Hunter’s Anniversary

Brand: Hunter

Campaign: Iconic by Nature

Source: https://www.resume.se/marknadsforing/kampanj/firar-170-ar-med-modellen-som-gjorde-stovlar-till-mode/

Goal: Celebrate 170 years of Hunter and promote the brand's heritage

Summary: Hunter celebrates its 170th anniversary with a global campaign titled 'Iconic by Nature,' featuring Kate Moss, who has been associated with the brand for over two decades. The campaign highlights the iconic Original Tall Wellington Boot, which has transitioned from muddy fields to the fashion scene. Moss recalls her personal connection to the boots, which have become a staple in festival fashion. The anniversary collection includes a special edition boot in Hunter Green with gold details.

anniversary campaign fashion Hunter Boots Kate Moss

Japan

Maruchan Seimen Returns to Its Roots in 15th Anniversary Commercial

Brand: Maruchan Seimen

Campaign: 15th Anniversary Campaign

Source: https://www.advertimes.com/20260917/article557767/

Goal: To celebrate the 15th anniversary of Maruchan Seimen and reconnect with original messaging

Claim: If you think it's a lie, please eat it

Media: Television, YouTube

Summary: Toyosuisan launched a new TV commercial for Maruchan Seimen on September 7 to celebrate its 15th anniversary. The ad features actor Koji Yakusho, who humorously encourages viewers to try the product to dispel doubts about its quality. The campaign revisits the phrase 'If you think it's a lie, please eat it,' aiming to engage both nostalgic viewers familiar with the original ad and new audiences. The tagline 'Noodles are everything' emphasizes the product's main appeal, leading to a complete package redesign.

anniversary campaign brand revival Japanese Noodles

Japan

The Increase in Competitive Tsukimi Products is ‘Delightful’: The Aim of McDonald’s ‘Tsukimi’ 35th Anniversary and the Reason for Separate CM Appearances by Daichi Shiozaki, Maika Sasaki, and Aoi Miyazaki

Brand: McDonald’s

Campaign: Tsukimi Family Promotion

Source: https://www.advertimes.com/20260827/article555518/

Goal: Celebrate the 35th anniversary of Tsukimi burgers with a new product lineup.

Media: Television

Summary: McDonald's Japan announced the launch of the 'Tsukimi Family' limited seasonal products starting September 2, coinciding with the 35th anniversary of the Tsukimi Burger. The campaign will feature three television commercials and aims to embrace the increasing competition in the seasonal Tsukimi food market. The offerings span from breakfast to snacks, focusing on maintaining customer trust while also refreshing the menu to enhance customer engagement.

anniversary campaign fast food product launch seasonal promotion

Finland

One man’s legendary salmiak company executed a celebratory campaign with artificial intelligence

Brand: Haganol

Campaign: Still Salmiakki

Source: https://www.markkinointiuutiset.fi/artikkelit/yhden-miehen-legendaarinen-salmiakkifirma-toteutti-juhlakampanjan-tekoalylla

Goal: Celebrate the 75th anniversary of Haganol

Claim: Still Salmiakki

Media: Video advertisement

Summary: Haganol, a well-known Finnish brand celebrating its 75th anniversary, is launching a campaign developed entirely with artificial intelligence. The campaign features a series of videos following a character named Jalmari, who travels through time and uses the magical power of salmiakki to overcome challenges. The creative process allowed for a level of quality and cinematic storytelling that was previously impossible within the brand's budget.

anniversary campaign artificial intelligence Finland salmiakki video marketing

Brazil

New: Africa Creative Celebrates the 67th Anniversary of Pão de Açúcar

Brand: Pão de Açúcar

Campaign: 67th Anniversary Celebration

Source: https://www.adlatina.com/publicidad/nuevo-africa-creative-celebra-el-67-aniversario-de-po-de-acar

Goal: Strengthen customer connection and loyalty

Media: In-store events, outdoor advertising, radio

Summary: To celebrate its 67th anniversary, Pão de Açúcar launched a campaign featuring real customers instead of actors. The campaign aims to reinforce customer loyalty and connection through authentic stories. It includes customer testimonials and physical events that promote engagement with their loyalty program, Cliente Mais. The official campaign launch involved large-scale advertising, including outdoor displays and radio broadcasts, to enhance visibility.

anniversary campaign customer loyalty real stories

Finland

Power’s Decade-long Campaign Tripled Sales

Brand: Power

Campaign: 10th Anniversary Campaign

Source: https://www.markkinointiuutiset.fi/artikkelit/powerin-kymmenvuotiskampanja-kolminkertaisti-myynnin

Goal: To celebrate the 10th anniversary and boost sales

Media: Online and in-store

Summary: Power, a consumer electronics retailer, launched its largest campaign ever to celebrate its 10th anniversary, resulting in a nearly threefold increase in sales compared to the same day last year. The campaign kicked off with online sales on the eve of the opening day, which caused a technical glitch due to overwhelming traffic. Sales during the opening day rose by 437%, with in-store growth between 100-400%. The campaign was planned since the summer of 2025 and has included engaging customers with a contest and the release of a short film leading up to the anniversary.

anniversary campaign sales growth technical challenge