As the summer holidays of 2024 come to an end, it’s clear that many UK brands have already reaped the rewards of targeting the family market with creative and impactful family campaigns.
With the school holidays in full swing, brands were quick to seize the opportunity, rolling out promotions and partnerships that resonated with parents and children alike.
Why Family-Centric Campaigns Work
Throughout the summer, families became the focal point for many brands, and for good reason. The school holidays are a prime time for summer family activities, whether it’s a day out at a theme park, a relaxing evening at home, or a simple meal that brings everyone together and of course parents desperate to find something for their kids to do.
By targeting these moments, brands position themselves as an essential component of the family experience, helping families create those cherished ‘core’ memories.
Standout Summer Marketing Campaigns and Partnerships of 2024
1. Hasbro x Birds Eye: Turning Mealtime into Playtime
Hasbro, known for its beloved board games and toys, teamed up with Birds Eye to bring a touch of fun to the dinner table.
By featuring Hasbro’s iconic games on Birds Eye packaging, and offering the chance to win their iconic and much-loved games with every purchase, this partnership seamlessly blends the practicality of mealtime with the joy of play. Parents appreciate the convenience, while children are excited by the chance to win their favourite games.
What Works: This campaign’s success lies in its ability to make those everyday routines more enjoyable.
By adding an element of fun to mealtime, Hasbro and Birds Eye become part of families’ daily lives, enhancing both brand loyalty and the likelihood of repeat purchases as the positive association with these shared moments is likely to linger in the minds of consumers well beyond the summer.
2. AG Barr x Days Out with the Kids: Fueling Family Adventures
AG Barr, the brand behind popular soft drinks like Irn-Bru, partnered with Day Out with the Kids, a popular UK website that helps parents plan fun activities.
By offering discounts on family attractions with the purchase of AG Barr products, this campaign encourages families to get out and explore. Whether it’s a trip to a theme park or a visit to a museum, AG Barr drinks are a constant companion, providing refreshment during these summer adventures.
What Works: The alignment between a cold refreshing beverage and the excitement of summer family activities is a natural fit.
AG Barr’s products have become synonymous with fun, outdoor activities, reinforcing the brand’s presence in the minds of consumers. The AG Barr and Day Out With The Kids campaign not only drives immediate sales but also strengthens the emotional connection between the brand and its audience.
3. Lego x National Trust: Encouraging Creative Exploration
Lego’s collaboration with the National Trust continues to encourage families to blend creative play with outdoor exploration.
This summer, Lego is promoting themed sets that inspire adventures in nature, complemented by discounts on National Trust memberships. The campaign strikes a chord with parents looking to balance screen time with outdoor activities.
What Works: The combination of Lego’s creative play and the National Trust’s focus on nature makes this partnership particularly appealing. It not only promotes healthy, imaginative activities for children but also encourages families to spend time together in the great outdoors. The positive impact on family well-being, coupled with the fun of building and exploring, leaves a lasting impression on consumers.
4. Cawston Press x Disney’s Inside Out 2: A Cinematic Partnership
As families continue to flock to cinemas to watch Inside Out 2, Cawston Press ensures they’re part of the experience. Their partnership with Disney involves limited-edition juice packs featuring characters from the movie, along with on-pack promotions to win prizes.
This collaboration successfully taps into the excitement surrounding a major family blockbuster release, making Cawston Press the go-to choice for families with kids over the summer.
What Works: By aligning with a beloved and trusted brand like Disney, Cawston Press reaches a wide audience and associates their brand with a highly anticipated event.
The excitement of the movie, combined with the appeal of a healthy, tasty beverage, creates a powerful synergy that resonates with families. The Cawston Press and Inside Out 2 partnership helps boost product sales but also enhances brand visibility in a crowded market.
5. Bear x The Natural History Museum: A Wildly Educational Adventure
Bear, the popular healthy snack brand for kids, has teamed up with The Natural History Museum to offer a fun and educational experience for families.
Bear launched an exciting on-pack promotion centred around the popular “Dino Snores” sleepover events at The Natural History Museum. The promotion offers families a chance to win tickets to these exclusive sleepover events, where kids can explore the museum after hours, engage in fun educational activities, and sleep among the dinosaurs.
What Works: This partnership is a perfect blend of education and fun, appealing to both parents and children.
Bear’s healthy snacks align with parents’ desires to provide nutritious options for their kids, while the tie-in with The Natural History Museum adds an element of adventure and learning. This campaign boosts sales; but also fosters a love of nature and discovery in young minds, creating positive associations with both the brand and the museum.
The Power of Positive Sentiment
The ongoing success of these summer marketing campaigns throughout the season underscores the power of positive sentiment in family campaigns.
By creating promotions that genuinely add value to family life, brands are able to establish deep connections with their audience. This isn’t just about selling products — it’s about becoming part of the fabric of family memories, which is a powerful driver of long-term brand loyalty.
- Strengthened Brand Loyalty: By focusing on family values and shared experiences, these campaigns help brands build stronger relationships with consumers. Families are likely to remember the brands that contributed to their enjoyable summer and continue to choose them in the future.
- Amplified Word-of-Mouth: The positive experiences generated by these campaigns naturally lead to increased word-of-mouth recommendations. Parents, in particular, are keen to share the joy they experience with others, further amplifying the reach of these promotions.
- Emotional Resonance: Products that become part of happy family moments earn a special place in the hearts of consumers. This emotional connection is a significant asset for any brand, fostering loyalty that can extend well beyond the immediate impact of the campaign.
- Long-Term Brand Impact: These campaigns do more than just generate sales; they embed the brands into the daily lives of families. The positive associations created during the summer are likely to influence purchasing decisions throughout the year, making these family campaigns a long-term investment in brand health.
Conclusion
As the summer of 2024 winds down, it’s evident that a number of UK brands capitalized on the season by creating summer marketing campaigns that resonate deeply with families.
Through ongoing partnerships and promotions, brands like Hasbro, AG Barr, Cawston Press, Lego, and Bear have driven sales and helped create lasting memories for families across the country.
These family campaigns serve as a reminder of the power of aligning brand values with the needs of families, proving that when brands become part of the joy and togetherness of family life, they earn a place in the hearts and minds of consumers.
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We are Lime, an independent partnership and sales promotion agency based in London.
If you’re interested in learning more about the work that we do, please get in touch with a member of our team today on 02073179280 or at Charlie@wearelime.co.uk.
And for more insights, check out our other articles such as ‘The Power Of Partnerships: Returning Partners‘ and The Benefits of Partnership Marketing.
