The best marketing campaigns of 2023

Unveiling the Best of 2023: From Barbie to McDonald’s to Heinz, Marketing Week Highlights the Standout Campaigns of the Year

1- McDonald’s – ‘#RaiseYourArches’In a bold departure from traditional fast-food advertising, McDonald’s launched the ‘#RaiseYourArches’ campaign, shunning its food and logo in favor of a subtle, conspiratorial approach. The ad features office workers using a raised eyebrow to signal their lunch destination, cleverly incorporating McDonald’s distinctive assets without overt branding. This unconventional strategy achieved exceptional brand recognition, with 98% of consumers identifying it as a McDonald’s ad within the first 10 seconds. The campaign’s success, replicated in over 35 markets, reflects a paradigm shift in advertising strategies for the post-cookie digital landscape.

2- BBC – ‘Eurovision 2023’The BBC’s vibrant campaign for Eurovision 2023 successfully celebrated Liverpool and showed solidarity with Ukraine. Balancing glitz and campiness, the campaign marked the most successful Eurovision for the BBC in modern times, with a peak audience of 11 million and a 63% audience share. Despite the UK’s 25th place finish, the campaign’s colorful and inclusive approach resonated with viewers, demonstrating the power of impactful marketing in fostering engagement and breaking audience records.

3- Barbie2023 witnessed the resurgence of Barbie, transforming into one of the most anticipated movies of the year. The marketing genius behind the film capitalized on Barbie’s iconic pink hue, creating widespread anticipation. Beyond traditional advertising, numerous brand partnerships, from Barbie Crocs to a pink-themed Doctor Who’s Tardis, fueled social media excitement. The movie’s record-breaking box office success, surpassing £293m worldwide, and its influence on cinema advertising underscore the effectiveness of a cohesive and visually striking marketing campaign.

4- Fiat – ‘Operation No Grey’Fiat’s ‘Operation No Grey’ struck a chord with consumers by humorously declaring an end to grey cars. This two-minute ad, featuring a large tin of orange paint, achieved an exceptional 3.6-star rating, outperforming typical car ad scores. The campaign’s success lay in its bold differentiation strategy, emphasizing Italy’s vibrant spirit over the dullness of grey. Mark Ritson praised it as a fabulous ad, showcasing Fiat’s mastery in relative differentiation and perfect branding execution.

5- Heinz – ‘It has to be Heinz’Kraft Heinz made history with its global brand platform, ‘It has to be Heinz.’ Wieden+Kennedy’s humorous portrayal of people going to great lengths for Heinz products resonated globally. The platform’s success was amplified through diverse executions, including an immersive Heinz ‘village’ in Shanghai and a UK ad featuring Brits smuggling Heinz beans. Boasting over 12 billion impressions and exceeding industry benchmarks, the campaign exemplifies the impact of a cohesive global strategy in strengthening brand equity and social media engagement.

6- TSB – ‘The Elephant in the Room’TSB embarked on a brand refresh, introducing its first-ever brand mascot, Tiny the elephant. Tiny aimed to tackle long-held misperceptions of finance, fostering likability and addressing buried questions around money. Research indicated high likability, and the character’s longevity was designed for lasting impact. TSB’s innovative approach aligns with a broader strategy to reshape perceptions and engage customers over the long term, reflecting a commitment to a bold and enduring marketing journey.