From Group Chats to Headlines: February’s Most Talked About Brand Collabs
We can’t wait to see what next month brings, but for now, we’ll leave you to ponder which campaign made the biggest impact on you.
Welcome to this month's Marketing Monthly!
February may be the shortest month of the year, but it certainly didn't fall short on creative brand campaigns and marketing strategies. From unexpected celebrity collaborations to fashion statements made from trash bags, brands pulled out all the stops to get our attention and imagination.
And then there are the brands that simply did not get it right.
But for the sake of February being all about love, we’ll keep it positive today.
So, grab a cuppa, note book and pen.
It’s a long one!
Food & Beverage Brilliance
Heinz + Mustard = Marketing Gold
Kraft Heinz delivered a collaboration that was hiding in plain sight by partnering with music producer Mustard to release a limited-edition Heinz Mustard. This name-based partnership was long overdue (seriously, how did no one think of this sooner?).
They extended the concept by letting fans personalise ketchup and mayo bottles with pet names like "Pookie" for Valentine's Day. The campaign was pretty clever combining celebrity appeal with personalisation, taking everyday condiments into thoughtful expressions of affection.
Aldi Turns Trash to Treasure at London Fashion Week
Discount retailer Aldi made headlines with "Trash-Chic," a collection made entirely from bin bags. Using Aldi's Everyday Essentials Refuse Sacks (60% recycled plastic, £1.25 per roll), they showed hat sustainable style doesn't require a luxury budget.
This stunt not only generated huge social media traction but also reinforced Aldi's positioning as a smart choice for value-conscious, environmentally aware consumers.
When Sally Met Hellmann's
Hellmann's scored big at the Super Bowl by reuniting Meg Ryan and Billy Crystal for "When Sally Met Hellmann's."
The nostalgic ad brought the iconic duo back to Katz's Delicatessen in New York, the first time they've returned to the famous location since filming in the '80s. The campaign used nostalgia marketing while giving a fresh twist to a beloved cultural moment, proving that a well-executed throwback can still feel relevant decades later.
McDonald's Secret Menu Campaign
McDonald's embraced the "secret menu" obsession with their new app-exclusive offerings. Playing into the internet's love of hidden menu items, they officially launched several fan-created combinations that had previously only existed in fast-food folklore.
The campaign generated massive engagement across TikTok and Instagram, with customers excited to share their "secret" orders and driving both app downloads and store visits.
Okay, let’s move on to beauty and fashion
Now, let's take a look at the standout beauty and fashion collaborations that stole the spotlight in February.
NikeSKIMS Disrupts Activewear
Nike and SKIMS teamed up for an innovative collaboration that aims to revolutionise activewear for women athletes. With Nike's athletic expertise and SKIMS' inclusive sizing philosophy, this collection sold out within hours. The partnership, powered by Kim Kardashian’s cultural influence, reshaped the fitness fashion landscape and set a new standard for inclusivity.
CeraVe's "Head of CeraVe" Campaign
CeraVe cleverly tackled the often-taboo topic of dandruff with humour and cultural relevance in their "Head of CeraVe" campaign. Featuring viral moments with stars like Charli D'Amelio and Anthony Davis, the campaign extended into a fun collaboration with Saturday Night Live, transforming a clinical product conversation into something everyone wanted to talk about.
Selena Gomez × Jennifer Aniston: Galentine's Dream Team
Rare Beauty and LolaVie made a big splash with a Galentine’s Day event in LA, celebrating female empowerment through a collaboration between founders Selena Gomez and Jennifer Aniston. Recreating an iconic Friends scene for TikTok, the campaign resonated with both Gen Z and Millennial audiences, showcasing how founder-led beauty brands can create moments that go beyond just products.
And that’s a wrap for this month’s Marketing Monthly! From bold collaborations to fresh takes on nostalgia, February’s campaigns kept us on our toes. It’s clear that creativity are still the keys to capturing consumer hearts.
We can’t wait to see what next month brings, but for now, we’ll leave you to ponder which campaign made the biggest impact on you.
Until next time, keep listening, keep learning, and keep evolving.
And make sure you digress often. Curiosity is key to winning in this game.
Charlotte
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