20 of the best campaigns from January 2026

January is usually when marketing goes quiet.

Budgets are tight, inboxes are full of “let’s circle back in Feb’ and many brands play it safe or functional with discount offers. Not this lot.

From ketchup-friendly fry boxes and snow-filled beer chalices to secret menus, retro chemists and a grandmother as brand ambassador, these are the campaigns and brands that have kicked off 2026 in style.

Below is our round-up of the best marketing campaigns from January 2026 – smart, culturally tuned work that proves the year didn’t need warming up before things got interesting.

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#1 Heinz reinvents the fry box with ketchup-friendly design

After more than 75 years of unchanged design, the humble fry box has finally received an upgrade – thanks to Heinz and agency Rethink.

#2 Stella Artois taps into record snowfall with creative stunt

As heavy snow fell on Toronto, it fills an oversized chalice, creating the illusion of frothy beer foam spilling over the top of the billboard. Behind the scenes.

#3 BIC turn their iconic pen into a designer wall lamp

Design agency Seletti and Mario Paroli debuted the BIC© Lamp at Maison Objet in Paris as a tribute to the iconic Cristal pen.

#4 Absolut and Tabasco turn up the heat with spicy vodka launch

Absolut Vodka and Tabasco have teamed up to launch a bold new spirit: Absolut Tabasco.

#6 Wearable LEGO Crocs are here

Crocs and The LEGO Group joined forces in a multi-year collaboration, launching with the Brick Clog – a kooky take on the classic clog designed to resemble a LEGO brick.

#7 Travel agency introduces ‘Beckham clause’ cancellation policy

On the Beach launched a tongue-in-cheek yet practical perk aimed at keeping family holidays on track – even if tempers fray before take-off. The brand announced a refund policy ‘for when the family chat goes nuclear.’

#8 IKEA lets quality do the talking

IKEA spotlights the quality of its products in a confident campaign from Mother London. While most brands shout about discounts come January, IKEA took a refreshingly different tack – celebrating the materials in its everyday products and obscuring the price.

#9 Heineken and TfL turn the Bakerloo line alcohol-free

The Bakerloo line becomes the Bakerl0.0 as Heineken 0.0 partners with TfL to serve up alcohol-free beers for Dry January.

#10 McDonald’s launched its Secret Menu

Hidden media, glitchy reveals and a self-destructing billboard add intrigue to this fandom-fuelled idea from Leos.

#11 Jacquemus appoints grandmother as brand’s first-ever ambassador

Jacquemus named its first brand ambassador – and in true Jacquemus fashion, it’s not a celebrity or influencer, but the founder’s own grandmother, Liline. Read her contract here.

#12 Lip Balm goes metal in e.l.f. and Liquid Death’s twisted sequel

Liquid Death and e.l.f. Beauty rejoined forces for a second chaotic collaboration. The launch brought back black metal frontman Glothar for a gothic musical spot with an unexpectedly wholesome twist.

#13 BHF honour the living with benches that tell survival stories

The British Heart Foundation celebrates the people saved by its work, not those lost. In a twist on the traditional memorial, Saatchi & Saatchi partnered with the charity to launch “In Living Memory” – a nationwide campaign honouring survivors with red benches installed across the UK.

#14 Car brand turn BFI IMAX rooftop into giant compass

Automotive disruptor OMODA JAECOO kicked off its partnership with Uncommon Creative Studio with a media first — becoming the first brand to take over the rooftop of London’s BFI IMAX. The team installed a giant working compass above the cinema.

#15 Cadbury’s ‘Homesick’ spot hits home with a bite-sized act of love

Cadbury Dairy Milk launched ‘Homesick’ – a tender new film by VCCP that captures the imperfect charm of generosity through a quietly powerful sibling moment.

#16 HelloFresh opens giant delivery box at Waterloo

HelloFresh brought dinnertime to the heart of London with a theatrical installation in Waterloo Station, designed to remind commuters of the joy of sitting down for an evening meal.

#17 Flat White or F*ck Off lands in London

A coffee concept shop threw down the gauntlet with a bold message: if you don’t want a flat white, you can f*ck off. The pop-up hopes to ignite debate around choice fatigue and the cult of personalisation.

#18 IKEA ‘boxed’ Copenhagen

…in its iconic flat-pack graphics to promote a big change: bulky items are now in stock at its city-centre store. See the full outdoor campaign.

#19 Perk brings expenses chaos to life

Expense management app Perk has turned a universal workplace pain point into an eye-catching OOH campaign, with a billboard that showcases receipts chaos.

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