Welcome to the automated Brand Tracker diaries.
SunRype uses variety to target the back-to-school lunchbox
Source: https://strategyonline.ca/2026/08/27/sunrype-every-lunchbox/
Goal: To provide lunchbox options that meet family standards while being enjoyable for kids.
Claim: One for Every Lunchbox
Media: video, social media, digital, retail media, shopper marketing
Summary: SunRype's 'One for Every Lunchbox' campaign promotes the variety of its Fruit to Go products in preparation for the back-to-school season. Using vibrant visuals and a national rollout across multiple media channels, the campaign aims to make lunchtime choices easier for families. Media buying is handled by Boa, and the campaign features various promotional strategies during this key shopping period.
Love Inspires El Corte Inglés’ Advertisement for Back to School
Source: https://www.reasonwhy.es/actualidad/amor-inspira-anuncio-vuelta-cole-el-corte-ingles-2026
Goal: Promote back-to-school shopping
Summary: The article discusses El Corte Inglés' advertisement for the back-to-school season, emphasizing the theme of love as inspiration for the campaign.
HP Takes Back to School to Callao with a Temporary Store to Try Their Printing Solutions
Goal: Promote printing solutions during the back-to-school season
Summary: HP has set up a temporary store in Callao to showcase its printing solutions aimed at helping students and parents during the back-to-school season. This initiative allows customers to experience the products firsthand.
Old Navy’s MrBeast deal boosts engagement amid bigger bet on creators
Goal: Increase online traffic and engagement
Media: YouTube, TikTok
Summary: Old Navy partnered with YouTuber MrBeast for a back-to-school campaign aimed at boosting online traffic and engagement, resulting in a over 22% increase in traffic to their kids' assortment. This collaboration, featuring comedic content and giveaways, marks a shift in Old Navy's marketing strategy towards creator-driven content in response to changing consumer habits.
GranTurchese also becomes ‘Merendaaa’ with St.John’s
Goal: Expand brand consumption moments
Claim: It's not just good, it's goodaa
Media: Out of home, digital out of home, connected TV, streaming, influencer marketing, social media
Summary: Il GranTurchese has launched the 'Merendaaa' campaign targeting back-to-school consumers, aiming to position their new snack product as a suitable option for various times of the day. The campaign, created by St.John’s, features playful naming and creative outdoor installations in major Italian cities. It includes a digital strategy involving multiple media channels and influencer outreach.
Back-to-school marketing is a mash up of AI tech and value messaging
Goal: Emphasize campus life and engage college students
Media: connected TV
Summary: As the 2026 back-to-school season approaches, marketers are adapting to economic challenges and the increased use of AI technologies. Parents are utilizing digital tools to hunt for deals, with a notable rise in spending among tech-savvy shoppers. Brands like Urban Outfitters are targeting college students with specific campaigns that align with campus life.
Back to School, Back to Business: How Brands are Using OOH to Leverage September Reset
Goal: To increase brand relevance and influence purchases during the Back-to-School season
Media: Dynamic OOH, Programmatic OOH
Summary: belVita is leveraging Out of Home (OOH) advertising to connect with consumers during the Back-to-School season, utilizing a campaign that incorporates Dynamic and Programmatic OOH strategies to adapt messaging throughout the day. The campaign aims to engage consumers by aligning with their shifting needs as routines change, thereby increasing brand visibility and relevance during a significant retail period.
noon Food offers parents ‘FINALLY’ moment in back-to-school campaign
Goal: To celebrate the relief parents feel when kids go back to school.
Claim: FINALLY
Media: Social media, on-ground engagement
Summary: noon Food's back-to-school campaign uniquely focuses on parents, highlighting their relief with the return of routine and peace when kids go back to school. Running from August 28 to September 6 in the UAE, it uses humor to shift perceptions of the brand from just a delivery service to an emotionally relevant participant in family life. The campaign involves surprising parents with free coffee during school drop-offs, making the back-to-school experience about them.
Behind the Ordinary NOTHING Lies Everything. Pepco Launches the Back to School Campaign
Goal: To provide parents with everything they need for their children's school life at affordable prices.
Claim: From nothing to everything
Media: video content, social media, partnerships with creators, websites, apps, in-store activations, television
Summary: Pepco has launched a new part of its 'Back to School' campaign, highlighting the familiar question many parents face: 'What happened at school today?' The brand emphasizes that behind the single-word answer 'Nothing' lies a world of experiences, and aims to prepare parents for all aspects of their children's school life. The campaign features a central creative idea of 'From nothing to everything', showcasing the brand's role in everyday family life and employing various media channels to connect emotionally with audiences.
Home Centre builds on ‘Home Schools You’ for a second year as children lead the charge
Goal: Build brand awareness and strengthen consideration for the Kids category
Claim: While children go back to school, parents continue learning every day at home
Media: Radio, social and digital media, out-of-home (OOH) advertising, in-mall digital screens, influencer marketing, SMS, WhatsApp, in-store activations
Summary: Home Centre has launched its second year of the 'Home Schools You' campaign, emphasizing the continuous learning children provide to their parents at home during the back-to-school season. This 45-day campaign aims to enhance brand awareness and consideration for the Kids category across multiple markets, leveraging an integrated media strategy to engage families effectively.
IKEA UAE puts Swedish pronunciation to the test on TikTok
Source: https://campaignme.com/ikea-uae-puts-swedish-pronunciation-to-the-test-on-tiktok/
Goal: Engage consumers through a fun pronunciation challenge
Claim: Test your pronunciation of IKEA names
Media: TikTok
Summary: IKEA UAE launched the Swedish Test as a part of its Back-to-School campaign, challenging TikTok users to pronounce various product names. The campaign allows participants to use a filter for testing their pronunciation and engage with the hashtag IKEASwedishTest, with a chance to win gift cards for correct pronunciations. This interactive format builds on popular social media challenges and underscores IKEA's unique Swedish naming system, providing fun and connection for families during the busy back-to-school season.
Mulino Bianco Relaunches Animabili for Back to School
Goal: To promote collectible Animabili products for back to school.
Claim: Animabili are the perfect play companions for an afternoon with friends.
Media: Packaging, Point of Sale materials, TV, Social Media, Email Marketing
Summary: Mulino Bianco is relaunching its collectible Animabili for the back-to-school season with eight new characters, each designed to enhance stationery. The multi-channel campaign includes limited edition packaging, point of sale materials, a short TV spot, as well as content on social media platforms such as Meta and TikTok, and an email marketing strategy. Consumers can participate in a contest by purchasing selected products and submitting unique codes for a chance to win collectible sets and a family experience at the Mulino Bianco factories.
Carrefour renews over 500 products to help families at the start of the school year
Source: https://pub.be/fr/carrefour-renouvelle-plus-de-500-produits-pour-aider-les-familles-a-la-rentree/
Goal: To help families with their back-to-school needs
Summary: Carrefour has renewed over 500 products to assist families as they prepare for the back-to-school season.
SHOEMART’s Back-to-School Scholarship makes waves by supporting kids’ education
Source: https://campaignme.com/shoemarts-back-to-school-scholarship-campaign-supports-kids-education/
Goal: Support children's education and families during the Back-to-School period.
Media: radio advertising, digital, CRM, social media
Summary: SHOEMART has launched its third annual Back-to-School Scholarship Campaign, providing financial support for students' education and assisting families as they prepare for the school year. The campaign aims to demonstrate Shoemart's commitment to families and to enhance brand awareness while driving store footfall and sales of Back-to-School products during this crucial retail season.
Continente Celebrates Diversity with New Back to School Campaign
Goal: To celebrate diversity and individuality among students during the back-to-school season.
Claim: In the school of everyone, there is a place to be different
Media: television, radio, digital, outdoor, cinema, stores
Summary: Continente has launched a multimedia campaign for the back-to-school season, emphasizing diversity and individuality among students. The campaign, created by Fuel, includes a back-to-school fair in stores and online, featuring a wide range of school supplies. This year, new inclusive products have been introduced, including those with ColorADD for colorblind students, highlighting the brand's commitment to accessibility.
Campaign Trail: Journeys amps up absurdity to break back-to-school conventions
Goal: To create an imaginative and loud back-to-school campaign
Claim: Don't Just Show Up. Turn Up
Media: TV, social media, influencer programs
Summary: Journeys' back-to-school campaign titled 'Don't Just Show Up. Turn Up', created by Anomaly, features a surreal music video showcasing students arriving at school in imaginative ways. It aims to embrace absurdity and creativity, inspired by art and cultural commentary, while targeting Gen Z and Gen Alpha.