The Top 10 UK Ad Campaigns of 2025 (So Far)
At Fyber Digital, we’re always tracking the creative and strategic benchmarks being set in the marketing world. This year, the top UK ad campaigns of 2025 have already delivered bold and brilliant work – pushing boundaries in storytelling, interactivity, and digital engagement, especially from leading British brands.
Here’s our curated list of the top 10 British campaigns that are shaping the digital marketing landscape in 2025.
1. Burberry – “It’s Always Burberry Weather: London in Love”
Burberry’s cinematic campaign leaned into nostalgia, British identity, and romance, with appearances from Kate Winslet and Naomi Campbell. It successfully merged traditional luxury branding with digital-first storytelling – rolling out teasers, behind-the-scenes content, and short-form video across Instagram, YouTube, and TikTok. A masterclass in heritage-meets-modern social strategy.
Campaign insights – It’s Always Burberry Weather
2. McDonald’s x Stormzy – “The Big Mike Order”
Bringing rapper Stormzy into a co-branded meal deal is a stroke of cultural genius. With the help of geo-targeted promotions and viral TikTok videos, McDonald’s turned a simple menu item into a digital talking point, generating a 40% uplift in UK youth engagement on social platforms.
View campaign – The Big Mike Order
3. Cadbury – “Made to Share”
This campaign gamified generosity by designing uneven chocolate bar segments to encourage sharing based on effort. The concept gained traction through influencer challenges and user-generated content on Instagram and Facebook Reels – proving that even product design can be a content engine in digital marketing.
4. CALM – “Evelyn”
Mental health charity CALM’s short film Evelyn went viral for its emotional resonance and raw authenticity. Distributed primarily via YouTube and Instagram Stories, it stands out for leveraging data-backed audience personas and empathetic storytelling to drive high-impact digital engagement.
5. PG Tips – “Monkey Returns” with Emily Atack
PG Tips reignited its iconic Monkey character for a new generation, teaming up with Emily Atack. The retro-modern mix was amplified through short-form content and nostalgic memes across X (formerly Twitter) and Instagram, making this campaign a clever brand revisitation through digital humour and relatability.
Campaign insights – Monkey Returns
6. NHS England – Breast Cancer Screening Awareness
The NHS launched its first integrated breast cancer awareness campaign using precision-targeted paid media on Facebook, Google, and YouTube. By adopting segmented digital messaging, the campaign increased appointment bookings among previously underrepresented groups.
Campaign insights – Breast Cancer Screening Awareness
7. KFC UK – “Out-Door” 24/7 Campaign
KFC placed surreal “out-doors” in random locations to highlight their round-the-clock availability. It sparked organic viral fame through TikTok challenges and location-based AR filters on Snapchat, showing how physical stunts can fuel immersive digital campaigns.
8. Tesco – “It’s Not a Little Thing. It’s Everything.”
Tesco’s heartfelt campaign focused on small, everyday acts. Digitally, it translated beautifully into micro-moments shared across social media, bolstered by a successful content calendar spanning YouTube, Pinterest, and Meta platforms – proving that simplicity often wins in digital storytelling.
View campaign – It’s Not a Little Thing. It’s Everything.
9. Dyson – “Airbrow” Launch
In a well-executed April Fools Day prank, Dyson launched the Airbrow. The product-focused campaign leaned on influencer partnerships and YouTube unboxings, blending sleek aesthetics with instructional value. Even though the product was a joke, it shows the strength of high-production-value video in converting curiosity into clicks.
10. Puresport – London Marathon Activation
Puresport activated their brand during the London Marathon with a real-world experience that was extended digitally through Instagram Reels, Strava integration, and post-race storytelling. It demonstrates how experiential campaigns can become rich content banks when properly digitised.
View campaign – London Marathon Activation
Final Thoughts
From powerful, emotional narratives to clever brand collaborations and digital-first design, 2025 is already proving to be a high-water mark for creativity in UK advertising. Each of these top UK ad campaigns of 2025 illustrates how digital marketing thrives at the intersection of culture, content, and creativity.
Want to create your own brilliant digital marketing campaign?
