Maisie Lloyd
I'm passionate about recording the world, but most of all driven by creativity and collaborative environments. My experience revolves around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
In 2025, we’ve already seen campaigns of all varieties, with clever product positioning and playful ways to engage with audiences. Brands are setting the bar high with creative and innovative marketing campaigns. Some of this year’s noteworthy campaigns include Burger King’s witty AI banner to Cadbury’s Made to Share campaign.
Cadbury’s: Made to share
Cadburys have started 2025 off strong with a new and clever campaign, combining innovation with consumer participation to bring the Made to Share campaign. The campaign was developed with Cadbury’s global creative agency VCCP and crafted by Bulletproof. The concept of the piece plays on the nature of how the product is consumed, more particularly, our sharing habits with others.
The creative execution showcases a humorous take on scenarios and the gestures three individuals would make in scenarios to make a joke about how we should share a Cadbury’s chocolate bar.
One design from the campaign features a chocolate bar split into different portions with the labelling:
- ‘Who cooked’ has the largest section of the bar.
- ‘Who cleaned’ has the mid-sized chunk of chocolate
- ‘Who ate’ has the smallest section of the bar.
The idea emphasises Cadbury’s core value of generosity, with the chocolate being positioned not just as a treat but a social connector, creatively and playfully reinforcing the brand values.
Surreal: The OG
Surreal, the newcomer in the cereal industry continues to deliver witty yet effortless campaigns that blend ingenuity with immaculate product placement. Their latest ad spotted on a bus stop advert spot is a zoomed-in part of Kellogg’s logo to frame the letters O and G.
This clever twist subtly compares Surreal to established brands by using recognisable visual cues to highlight their nutritional advantages. By borrowing elements from well-known competitors, surreal challenges customer perceptions and redefines the narrative, positioning themselves as a healthier brand to go toward in the cereal aisle.
Heinz Dropping the Logo: It Has to Be, Trigger the Taste.
Following Tesco’s lead, Heinz has embraced dropping their logo from billboard ads. Proving how established brands like Heinz and Tesco can simply be recognised by their products. Created by Wieden+Kennedy London, this campaign capitalizes on Heinz’s unmistakable products, reinforcing the power of brand recognition through association.
The campaign replaces the traditional Heinz logo with a simple yet effective copy strategy:
- For an image of soup, the tagline reads: “It has to be bread.”
- For beans, it states: “It has to be toast.”
This approach subtly nudges the audience, allowing them to mentally fill in the blanks, making the brand instantly recognizable without explicit branding. It’s a testament to Heinz’s legacy and an invitation for consumers to engage with the ad rather than just observe it.
Burger King versus McDonald’s: Battle of AI ads
In the ongoing rivalry between McDonald’s and Burger King, the latest battleground is AI-generated marketing. McDonald’s Japan initiated the campaign by using AI to ask: “What is the most iconic burger in the world?” Predictably, AI responded with McDonald’s Big Mac—a response that reinforced their brand dominance.
Burger King, however, saw an opportunity. Their ad followed up by asking AI:
“And which one is the biggest?” The response? A Burger King burger.
This campaign is a masterclass in reactive advertising—Burger King didn’t need to claim superiority outright. Instead, they cleverly highlighted a factual advantage (burger size) in a way that undermined McDonald’s claim without confrontation.
This playful yet strategic use of AI-generated marketing exemplifies how brands can use technology to engage audiences in creative ways while maintaining a competitive edge.
