The holiday season is the ultimate test for brands to stand out in a sea of festive noise, and while traditional campaigns like discounts and holiday-themed visuals are SUPER effective, some brands take unconventional approaches to make a lasting impression.

In this blog, we are not going to highlight all the ways you can make your campaign successful this holiday season because we have already covered that in our latest blog, "Preparing your marketing for the holidays". Today, our main goal is to explore unique and successful holiday marketing strategies and insights, focusing on Canadian brands that captivated audiences and boosted sales. Are you ready to start?

SOBEYS: MARKETING GOODWILL

Sobeys, headquartered in Nova Scotia, focuses on community-driven campaigns . Their holiday initiatives often highlight local food drives, partnerships with charities, and heartwarming stories about community giving. These campaigns create emotional connections while reinforcing their commitment to supporting Atlantic Canadian communities. It isn't about just marketing products; but marketing goodwill. By emphasizing their roots and local impact, they build a loyal customer base while inspiring holiday generosity.

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TIM HORTONS: HOLIDAY CUPS

Every year, Tim Hortons start different initiatives for the holiday season. One of them is launching holiday-themed cups, special seasonal menu items, and different clothing and accessories collections. Taking advantage of existing brand assets to create packaging, products or even experiences specific to the holiday season helps to evoke holiday traditions and memories. Their tradition of coming up with something new every year creates a sense of anticipation and community participation.

Tim Hortons also amplify their marketing campaigns by donating to local charities, community groups and the Tim Hortons Foundation Camps.​ A well-known campaign is the Holiday Smile Cookie, which based on their website, they were able to support an additional 400+ NEW organizations in Canada last year. 

LUSH: ADVENT CALENDARS

Lush Cosmetics brings the holiday spirit to life every year with its festive, sustainability-focused collections. Their campaigns shine a spotlight on eco-friendly packaging, reusable wrapping options, and ethically sourced ingredients, appealing to environmentally conscious shoppers. This holiday season, Lush invites customers to celebrate with their Advent Calendars—a daily countdown to Christmas filled with delightful surprises that combine indulgence with sustainability.

AIR CANADA: VIDEO CAMPAIGN

Air Canada knows how to tug at heartstrings during the holiday season. With video campaigns like “Gift of Home” and “Once Upon a Tree,” the airline captures the essence of the holidays—connection, gratitude, and family.

The "Gift of Home" (2014) campaign highlights what many Canadians feel during the holidays: the longing to be with loved ones. Air Canada helped bring this

dream to life by reuniting families separated by miles and by gifting Canadians in London round-trip tickets to Canada so they could spend the holidays with their families. In "Once Upon a Tree," Air Canada went a step further, crafting a story using CGI technology with hand-painted brushstrokes in both the French and English renditions. This campaign is the story of two Nutcracker Bears who, after a year of being tucked away together, find themselves on separate branches of the family Christmas tree but happily get reunited at the end.

Both campaigns were strategically amplified through digital platforms, and the emotional storytelling combined with Air Canada’s iconic branding helped the campaigns become viral sensations.

Conclusion

The holiday season presents a golden opportunity for brands to connect with audiences in meaningful and memorable ways. While traditional campaigns like discounts and festive visuals are tried and true, these brands demonstrated the power of creativity, community focus, and emotional storytelling to leave a lasting impression. These examples show that a successful holiday marketing campaign goes beyond promoting products—it’s about creating experiences, fostering goodwill, and building genuine connections with your audience.

As the festive season approaches, think about what makes your brand unique and how you can tap into the holiday spirit to engage your customers. Whether through heartwarming videos, sustainable products, or community-driven initiatives, there’s no limit to how you can tell your brand’s holiday story.

How will you tell your brand's holiday story this year? ✨