Top Marketing Campaigns to Watch From December 2025
- Jasmine Sotiropoulos
- Feb 1
- 3 min read
December 2025 brought some of the most creative and impactful marketing campaigns seen this year. Brands used storytelling, emotion, and cultural relevance to connect with audiences during the holiday season and beyond. This post explores three standout campaigns from Intermarché, Apple, and Nike, highlighting what made them effective and what marketers can learn from their approaches.
Intermarché’s "Unloved" Christmas Campaign
Intermarché, a major French supermarket chain, launched the "Unloved" campaign to address food waste during the holiday season. The campaign focused on fruits and vegetables that often get discarded because of their imperfect shapes or sizes. Instead of hiding these "unloved" items, Intermarché put them front and center in their Christmas advertising.
What the Campaign Did
Humanized imperfect produce by giving them names and personalities in a series of heartwarming videos.
Showed how these fruits and vegetables could still be delicious and festive, encouraging shoppers to buy them.
Partnered with chefs to create recipes using these items, making the campaign practical and inspiring.
Used emotional storytelling to connect with consumers’ values around sustainability and reducing waste.
Why It Worked
The campaign tapped into growing consumer awareness about food waste and sustainability. By making imperfect produce lovable and desirable, Intermarché changed perceptions and shopping habits. The timing around Christmas, when food waste tends to spike, made the message even more urgent and relevant.
This campaign is a great example of how brands can use empathy and creativity to promote social causes while driving sales. It also shows the power of storytelling in making everyday products memorable.
Apple’s ‘I’m Not Remarkable’ Musical Film
Apple’s December 2025 campaign took a different approach by focusing on accessibility. The brand released a musical film titled ‘I’m Not Remarkable’ to highlight the accessibility features built into its devices.
Key Elements of the Campaign
The film featured people with various disabilities showcasing how Apple’s technology helps them in daily life.
It combined music, humor, and real stories to create an engaging and uplifting narrative.
The campaign emphasized inclusion, showing that technology should be usable by everyone.
Apple integrated the campaign across multiple channels, including TV, online platforms, and retail stores.
Impact and Takeaways
Apple’s campaign stood out because it celebrated diversity without pity or stereotypes. It showed accessibility as a strength and a source of creativity. The musical format made the message entertaining and memorable, helping it reach a broad audience.
This campaign highlights the importance of authentic representation and how brands can use their platforms to promote inclusivity. It also demonstrates that marketing can be both meaningful and enjoyable.
Nike’s Afcon 2025 Campaign
Nike’s campaign around the Africa Cup of Nations (Afcon) 2025 was a powerful celebration of African culture and football passion. The campaign combined sports, music, and local stories to connect deeply with African audiences and football fans worldwide.
Campaign Highlights
Featured top African football players alongside emerging talents, showcasing the continent’s rich sports heritage.
Used vibrant visuals and music inspired by African traditions to create a festive and energetic atmosphere.
Included community initiatives supporting youth sports programs across Africa.
Leveraged digital storytelling with behind-the-scenes content, player interviews, and fan interactions.
Why It Resonated
Nike’s Afcon campaign succeeded by respecting and celebrating local culture rather than imposing a generic global message. It built excitement around the tournament while supporting grassroots development, which strengthened brand loyalty.
The campaign also showed how sports marketing can go beyond sponsorships to create meaningful connections with fans and communities.
These three campaigns from December 2025 demonstrate different ways brands can engage audiences through purpose, creativity, and cultural relevance. Intermarché’s focus on sustainability, Apple’s celebration of accessibility, and Nike’s embrace of African football culture each offer valuable lessons.
Marketers should consider how to:
Tell stories that resonate emotionally and align with consumer values.
Use diverse formats and channels to reach audiences effectively.
Support causes or communities authentically to build trust and loyalty.
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