Explore the top 2025 holiday shopping campaigns in Europe—Sainsbury’s, McDonald’s, John Lewis, Coca-Cola, and LEGO showcase creative festive brilliance.
The 2025 holiday shopping season in Europe has set a new benchmark for creativity, emotion, and consumer engagement. As the world eagerly enters the festive quarter, leading brands across the EU have launched vibrant campaigns—each carefully tailored to resonate with both tradition and evolving shopper expectations. This year’s standout campaigns blend heartwarming storytelling, immersive digital activations, and experiential magic, demonstrating how holiday marketing is more than deals; it’s about forging deeper connections with people at a time of year when meaning matters most.
Sainsbury’s – BIG Christmas
Sainsbury’s 2025 campaign, “BIG Christmas,” combines childhood nostalgia with modern celebration. Centered around Roald Dahl’s beloved BFG, the campaign invites viewers on a journey for the ultimate Christmas feast, swapping fantasy ingredients for festive favorites like smoked salmon and magic jars. The ad features real employee Sophie with the BFG in a charming blend of magic and everyday warmth. Sainsbury’s successfully captures the longing for togetherness and tradition, positioning itself as the destination for Christmas cheer, good food, and wonder.
On digital and social platforms, the retailer amplified its messaging with interactive recipe tutorials and family contests, encouraging audiences to share their #BigChristmas moments. The result: a cross-channel campaign that not only increased footfall in stores but trended across the region’s social media as families recreated the “BFG feast” at home.
McDonald’s – The Gift of McDonald’s
McDonald’s lit up the streets of Europe with its dazzling “The Gift of McDonald’s” campaign. Set against a pulsating neon light show synced to Benny Benassi’s classic party anthem, the campaign transforms urban landscapes into a playground of festive joy. The ad—bursting with color and energy—features families and friends reuniting over McDonald’s meals as animated characters and Christmas lights come to life, celebrating not just the brand but the very act of togetherness.
That excitement extended to the digital world, where McDonald’s drove engagement with augmented reality experiences. Shoppers could scan their in-store receipts to unlock festive AR messages and receive instant holiday meal discounts, resulting in millions of digital interactions. As a result, the brand experienced a notable increase in repeat visits. It achieved social media virality with its #McGift campaign—an evocative example of “food as celebration” in the EU.
John Lewis – The Beginner
John Lewis’s 2025 holiday ad, “The Beginner,” remains the UK’s most eagerly awaited Christmas tradition. This year, the emotional centerpiece is a middle-aged man learning to skateboard in secret. His motive? To welcome and bond with a foster child, Ellie, who carries her own skateboard when joining his family. The heartfelt narrative, rooted in empathy and gentle humor, shines a spotlight on foster care, family, and the lengths people go to make loved ones feel at home.
John Lewis partnered with local charities, driving fundraising and awareness for children in care across Europe. The campaign spread through TV, social media, and in-store activations, with shoppers invited to “skate with Ellie” at community pop-ups. This mix of activism, engagement, and emotional storytelling solidified John Lewis’s reputation as the retailer whose Christmas ads not only entertain but also change lives.
Coca-Cola – “Christmas Always Finds Its Way”
Coca-Cola continues its tradition as the ambassador of Christmas joy, taking it to new heights in 2025 with “Christmas Always Finds Its Way.” Instead of the usual TV spot, Coke released a trilogy of short films on Amazon Prime Video, each exploring the universal themes of hope, kindness, and human connection across varied European settings.
One of the trilogy’s films, “Les Petits Mondes,” is set in Paris, where neighbors rediscover their Christmas spirit through festive displays. Another feature is the brand’s iconic approach to holiday magic and cultural connection, leaving a lasting emotional aftertaste and encouraging viewers to become “Santa” by spreading joy in their own communities. Supported by an extensive digital rollout—including sponsored content on Amazon Fire TV, lifestyle partnerships, and charitable collaborations—Coke’s campaign demonstrates how entertainment and positive social messaging can inspire millions across the continent.
LEGO – Build to Give
LEGO’s “Build to Give” holiday campaign was the runaway family favorite in 2025. The campaign hands creative control to children, inviting them to dream big and construct an oversized LEGO sleigh that delivers presents to their neighborhood. The ad showcases children’s wild imaginations, culminating in a surprise cameo by pop superstar Katy Perry, who appears in LEGO-inspired fashion as the children’s fantastical sleigh arrives to collect community gifts.
LEGO launched the campaign on YouTube, Instagram, and in-store. Kids across the EU were challenged to build their own holiday creations, share them digitally, and “give” by helping LEGO distribute a million donated toy sets to children in need. The participation angle extended LEGO’s mission of creative empowerment, and the authentic spotlight on charity made meaningful waves throughout the community, earning accolades from influencers and parents alike.
Key Trends Defining 2025 EU Holiday Campaigns
This year’s top campaigns share several defining characteristics:
- Emotional Storytelling and Purpose: Brands focused less on products, more on moments. Heartfelt narratives, like the foster-child story from John Lewis and the kindness movement from Coca-Cola, resonated widely.
- Integrated Digital Experiences: Campaigns shifted to omnichannel touchpoints, blending traditional media (TV, in-store) with digital activations and user-generated content.
- Participation and Community: LEGO and Sainsbury’s invited audiences to co-create and share, while charity tie-ins, such as John Lewis’s foster care appeal, drove real-world impact.
- Bold Visual Branding: McDonald’s and Sainsbury’s deployed striking holiday visuals, immersive AR, and interactive contests to capture the attention of audiences across age groups.
- Celebrity and Influencer Collaborations: Katy Perry’s partnership with LEGO and community spotlights in Sainsbury’s and Coke’s films amplified reach, tapping into pop culture and cross-generational appeal.
Conclusion
The 2025 holiday season in the Europe Region has demonstrated that successful campaigns are more than just sharp discounts or glitzy ads—they’re crafted with storytelling, digital innovation, and shared values at their core. Sainsbury’s, McDonald’s, John Lewis, Coca-Cola, and LEGO have delivered some of the most memorable and effective campaigns this year, leaving a template for future seasons where meaning, engagement, and empathy rule.
As consumers become more selective and brand-savvy, these campaigns reveal a new era: one where the holiday spirit is measured by the connections brands help build, both online and off.
