Brand Tracker

Welcome to the automated Brand Tracker diaries.

Italy

Mattel Concentrates Christmas Campaign in Key Weeks and Works to Connect Brands with New Audiences

Brand: Mattel

Campaign: Christmas Campaign 2023

Source: https://brand-news.it/brand/tempo-libero/giocattoli-game/mattel-concentra-la-campagna-natalizia-nelle-settimane-chiave-e-lavora-per-far-incontrare-i-brand-con-nuovi-pubblici/

Goal: Maximize brand presence during key holiday shopping weeks

Media: Television, digital, social media

Summary: Mattel is concentrating its communication efforts for the Christmas season between November and December, aiming to engage various target audiences with new launches such as Barbie and Ken Magic of Christmas and the Nutcracker line. The campaign focuses on reaching children, families, and the growing 'kidult' demographic through a mix of traditional and digital media, alongside a strong influencer marketing strategy involving both international and local creators.

Philippines

Foodpanda brings a never ending feast to the Philippines this Christmas

Brand: Foodpanda

Campaign: A Never Ending Feast

Source: https://www.campaignasia.com/article/foodpanda-brings-a-never-ending-feast-to-the-philippines-this-christmas/4mgb5q4rdgaq5z2w039x1fd44f

Goal: Promote food delivery during Christmas

Claim: A never ending feast

Summary: Foodpanda is launching its Christmas campaign in the Philippines, aiming to provide customers with continuous food delivery options and a festive experience throughout the holiday season.

Christmas Campaign food delivery

Australia

Myer unwraps its 2026 Christmas campaign

Brand: Myer

Campaign: Say More with Myer

Source: https://mumbrella.com.au/myer-unwraps-its-2026-christmas-campaign-941567

Goal: To shift the focus of Christmas gifting to the thought behind the gifts.

Claim: The gifts people remember aren’t always the biggest or the most expensive.

Media: Television, YouTube, outdoor, social media, radio, digital

Summary: Myer has launched its 2026 Christmas campaign titled 'Say More with Myer', which emphasizes the sentiment behind gift-giving during the festive season. The campaign's hero film showcases a typical Australian Christmas lunch and highlights how personal interactions can inspire thoughtful gifts. The campaign will feature various media formats and includes an expanded in-store experience with unique personalized gifting services.

Christmas Campaign gift giving personalization

Ireland

The Irish Marketing Podcast: A Christmas Toy Story

Brand: Smyths Toys

Campaign: European Christmas campaign

Source: https://www.adworld.ie/2026/10/16/the-irish-marketing-podcast-a-christmas-toy-story/

Goal: To support sales during the crucial Christmas trading period

Media: podcasting

Summary: The Irish Marketing Podcast features a discussion with Smyths Toys’ European Marketing Director, Sinéad Byrne, and Droga5 Dublin's Chief Creative Officer, Jen Speirs, about their new Christmas campaign which incorporates a three-metre character made from toy models, aiming to engage children and promote sales during the festive season across eight European markets.

Christmas Campaign Marketing podcast retail toys

Italy

Lego Prepares a Christmas Campaign Centered on Sharing, Addressing the Passions of Each Audience

Brand: LEGO

Campaign: Share the Love for Bricks

Source: https://brand-news.it/brand/tempo-libero/giocattoli-game/lego-prepara-una-campagna-natalizia-allinsegna-della-condivisione-parlando-alle-passioni-di-ciascuna-audience/

Goal: Foster sharing and connections between different generations and communities

Claim: Share the Love for Bricks

Media: Integrated media including TV, PR, influencer marketing, and local experiences

Summary: Lego's Christmas campaign, starting in early November, focuses on the theme of sharing and building relationships across generations. Developed with Mate and Starcom, it emphasizes a strong integration of media, PR, earned media, and local experiences to be culturally relevant to the Italian audience. The campaign maintains Lego's global identity while incorporating local elements to resonate with Italian families.

Christmas Campaign Italian culture LEGO sharing

Sweden

Welcom’s First Campaign for Göteborg & Co Attracts International Visitors

Brand: Göteborg & Co

Campaign: The Ultimate Gothenburg Julmys Experience

Source: https://www.resume.se/marknadsforing/kampanj/efter-segern-i-upphandlingen-lockar-till-julmys-i-goteborg/

Goal: Attract international participants to a customized program designed to alleviate Christmas stress

Summary: Welcom has launched its first campaign for Göteborg & Co, titled 'The Ultimate Gothenburg Julmys Experience', aiming to attract international visitors to a special program in Gothenburg. In just one week, over 3,600 applications from around the world have been received. The campaign includes unique festive activities designed to showcase the welcoming nature of Gothenburg and its residents.

Christmas Campaign international visitors tourism

Ireland

Droga5 Dublin Puts Smyths Toys Catalogue at Heart of New European Brand Platform

Brand: Smyths Toys Superstores

Campaign: Smyths Toys Catalogue Campaign

Source: https://www.adworld.ie/2026/10/02/droga5-dublin-puts-smyths-toys-catalogue-at-heart-of-new-european-brand-platform/

Goal: To celebrate and reimagine the Smyths Toys catalogue as a beloved character for children

Claim: Let's play!

Media: TV, social, digital, in-store, retail offers, catalogue

Summary: Droga5 Dublin has launched a new brand platform for Smyths Toys that turns the retailer's longstanding catalogue into a character made from over 700 toys. This campaign aims to enhance the emotional connection families have with the catalogue during Christmas and marks a shift to a long-term brand strategy for Smyths Toys. The campaign will run across various media channels in eight European markets.

Brand Building Christmas Campaign marketing toys

Sweden

Morning Briefing: Election Authority Blocked by Meta – Apple’s Christmas Campaign

Brand: Apple

Campaign: Christmas campaign with animal choir

Source: https://www.resume.se/alla-nyheter/morgonsvepet/valmyndighetens-annonser-stoppas-av-meta-allvarligt-demokratiproblem/

Goal: To celebrate friendship, creativity, and craftsmanship

Media: iPhone

Summary: Apple's Christmas campaign features a choir of forest animals who discover a lost iPhone and seize the opportunity to create their own music video. This campaign showcases creativity and craftsmanship, filmed entirely with an iPhone 17 Pro as part of the 'Shot on iPhone' concept. Unlike Coca-Cola's AI-generated campaign, the animals in Apple's film are handcrafted puppets.

Animal Choir Christmas Campaign iPhone TBWA Media Arts Lab