Marketing campaigns are buzzing with a fresh energy this summer – and it’s not just because of the weather.
From iconic luxury brands to agile SMEs, brands are stepping up their marketing game. They are doubling down on creativity, cultural connection and long-term growth. And the numbers support
this shift.
Recent findings from the IPA Bellwether Report shows marketing budgets surged by 5.4% in Q2 2025, the fastest pace in over a year, and the signs of renewed confidence are everywhere.
Whether it’s stand out festival activations or personalised marketing powered by data and technology, brands of all sizes are proving that smart, well-executed campaigns are delivering real results.
Burberry’s Festival Playbook
Luxury fashion house Burberry kicked off the festival season with a bang, launching a series of festival-themed events that led to its best UK sales in 18 months. The brand tapped into cultural moments as music fans snapped up branded wellies, while pop‑up scarf bars showcased weather‑ready outerwear, all while celebrating its British roots and making genuine connections with younger audiences.
Jo Malone’s Sensory Retail Revival
Jo Malone London has made a splash with its ‘Senses of Summer’ campaign, which blended immersive new scent workshops with cutting-edge digital try‑on technology. This rich, multi‑layered scent experience focuses on a limited-edition fragrance associated with summer: Raspberry Ripple. Not only did the exclusive line boost brand awareness among media, but it also showcases how physical retail can still create a sense of wonder when it teams up with digital innovation to deeply engage consumers’ senses and emotions.
UK Small Businesses are Thriving with AI
The surge isn’t just seen among the country’s biggest brands. Small and medium‑sized businesses are increasingly tapping into budget-friendly AI tools to enhance their marketing efforts and drive growth.
Take Grind, for example, a coffee retail chain that’s well known for its sustainable practices and straight-talking marketing campaigns. Its use of AI to brew up success has helped the company stand out in a crowded marketplace and become one of the coolest coffee brands in the UK right now.
Grind leverages AI for everything from generating marketing content to handling customer support enquiries and optimising performance marketing. The company highlights that AI serves as ‘supercharger’ for their team rather than a replacement, helping them to be fiercely competitive in a challenging retail landscape.
It’s clear that technology is levelling the playing field, empowering ambitious companies to take on much larger brands.
The importance of product – and value
Meanwhile, consumer behaviour is shifting. Research from Deloitte and SAP Emarsys reveals that 57% of shoppers now prioritise value and quality over brand loyalty, meaning brands are increasingly judged on the competitiveness of the products and services they provide.
The Power of Lifestyle Marketing to Stir Up Growth
Premium mixer brand Fever‑Tree has tapped into new markets to help drive sales growth. Fever-Tree’s lifestyle marketing campaigns have focused on cocktail culture and premium social occasions, supported by strategic partnerships and influencers.
A New Era of Brand Bravery
This summer marks a clear turning point for UK marketing. Heritage brands are innovating without losing their identity, independents are using technology to close the gap with bigger competitors, and consumers are responding to experiences that feel both personal and purposeful.
These wins aren’t isolated. Together, they point to a bigger shift happening in marketing right now. Across the industry, brands that combine creativity, personalisation and cultural relevance are thriving with brilliant campaigns.
Add to that the increase in marketing budgets being used with more intent, not only signals that brands are thinking long-term, but they are seizing the opportunity to connect with customers in meaningful ways.
Further Reading / Sources
UK marketing budgets bounce back in Q2, reversing previous decline IPA
Festivalgoers help drive Burberry to best sales performance in 18 months The Guardian
Jo Malone Debuted ‘Just Because We Love A Summer Favorite’ Trend Hunter
Grind coffee CEO: why we’re working with Google on our use of AI The Times
Consumers buy the product, not the brand: 57% of Brits ignore brand names when buying consumer goods Sap Emarsys
Fevertree sales up 9% in US despite dip in the UK The Times
