A Burberry Christmas: The Comeback Strategy
January, Valentine's Day, November? That’s how quickly this year has flown by. It feels like just yesterday my flatmate was hosting the cutest Galentines for me and her closest friends. I blinked, and suddenly the shops are stocked with Christmas goodies, Central London is glowing with their usual festive lights, and brands have released their official Christmas ads! And honestly, that is one of my favourite parts of the season!
So far, I am really loving the John Lewis, Gap, and Burberry ads because, if you have been here since February, you will know I am a sucker for relatable and sentimental storytelling. And although I love, love, love the John Lewis ad, Burberry kind of stole the show for me this time around! I have loved every single ad they have released this year, and this feels like the perfect time to give them their flowers.
After experiencing a slump in 2024, Burberry changed its strategy to focus on British heritage, and for the first time in 2 years, we are not just loving their ads but, Burberry experienced a rise in store sales, which proves that their new strategy is actually working! One of my faves is "It's always Burberry weather: London In Love". Now, don't ask me why I keep talking about Valentine's Day.
Let's get back to it. Burberry has recently leaned into British heritage by showing us snapshots of tea, rain, and the big red bus in their campaigns. Their approach offers a fresh and intriguing perspective for people outside the United Kingdom, while feeling authentic and relatable to those who live here. It is creative, strategic, and genuinely innovative.
Christmas, however, is a universal holiday, and this ad captures that beautifully. It felt nostalgic and authentic and reminded me of Christmas with my own family back home, and I strongly believe so many people felt the same way. Someone in the comments even said, “We love how ads feel less like ads and more like a regular scene from life,” and that perfectly sums it up. The memories of the different knocks at the door, seeing relatives you have not caught up with all year, exchanging gifts, spreading cheer, and enjoying incredible home-cooked meals all came rushing back as I watched. This is a universal feeling, and it is exactly what makes the ad so powerful. And they did not stop there. Burberry released a follow-up series that dove even deeper into the story, something they have consistently done with their other campaigns this year. This follow-up series is a strategic move I have noticed from a few brands this year and I see more brands tapping into this next year.
what made this ad fantastic
the nostalgia
Although Burberry has returned to its roots with ads demonstrating British heritage, it makes total sense that their Christmas ad showcased a universal experience. Christmas is celebrated all over the world, and after grabbing our attention with their uniquely British storytelling, Burberry now gave us a moment we can all relate to during one of the most festive seasons of the year. This ad is the perfect mix of standing out and feeling familiar, which makes it just fantastic.
the relatability
I believe this ad reminded Burberry's audience and everyone else that came across it of Christmas with their own families. It cerertainly triggered that memeory for me. Studies have shown that emotional appeal in marketing works way better than rational appeal, and Burberry nailed it by tapping straight into those feelings. This year, relatability has been a huge strategy for brands to reach vast audiences, and Burberry executed it flawlessly with their Christmas ad.
the authenticity
While Burberry's Christmas ad was a bit different from Burberry’s typically British-focused campaigns, the brand still stayed true to its core values and signature tone. The ad maintained the quintessentially British persona Burberry is known for, while adding a universally familiar touch. A brand’s story should always reflect its uniqueness and remain consistent in tone, and Burberry succeeded in doing exactly that. By staying authentic, Burberry not only made the ad relatable but also reinforced trust and strengthened its connection with audiences.
thanks for reading
I know its not Christmas yet but thank you so much for reading and catch you in December!
Social Media and Marketing Strategist and
Creator Executive
