Marketing Moves: February 4, 2025

Feb 42 min read

Here's what caught my attention in the last 24 hours — and more importantly, what it means for those of us building brands and driving growth.

Man in black sits against a dark background with text: "the simplicity strategist™ Marketing Moves 04.02.25 with Jack Willoughby.

1. Tesco’s Logo-Free Rebrand: Storytelling Over Branding

Two Tesco billboards under a bridge display large images of cabbage and a cracked egg. Text reads "Crisp" and "Golden," with the tagline "It's what a little thing is everything.

Tesco swapped its logo for emotionally charged words like “Laugh” and “Share” on limited-edition bags, anchoring its 'It’s Not a Little Thing. It’s Everything' campaign. The shift aims to connect with shoppers through food’s role in daily moments, retiring the long-running 'Food Love Stories' (2, 4, 7, 8).

Why it matters: Emotional storytelling > traditional branding.
Takeaway: Lean into customer-centric narratives; subtle branding can amplify authenticity.

2. Sky Media x Cancer Research UK: Legacy-Driven Ad Blitz

A person in a lab coat smiles while sitting in a laboratory filled with scientific equipment and supplies.

Sky’s 'The Power of Pledges' campaign uses unflinching patient stories to encourage wills with charitable donations. The ads will air during prime time and target high-net-worth demographics (30).

Why it matters: Legacy marketing taps into enduring donor relationships.
Takeaway: Real stories > polished ads for cause-driven campaigns.

3. Vital Farms’ Unfiltered Farmer Chronicles

A carton of Vital Farms organic pasture-raised brown eggs on a marble surface, with two eggs visible outside the carton.

Vital Farms’ 'Good Eggs. No Shortcuts' campaign features 425 farmers explaining ethical practices, targeting transparency-hungry audiences. The documentary-style content spans YouTube, CTV, and TikTok (27).

Why it matters: Supply-chain transparency is non-negotiable for younger consumers.
Takeaway: Raw, unfiltered UGC builds trust faster than studio-produced ads.

4. Performance Marketing’s Week 1 Champions

A collage of four images: a Whiskas cat food ad, a family eating pizza, a person photographing a phone screen outdoors, and a person looking into a refrigerator.

WHISKAS’ app gamifying cat nutrition and Visit Britain’s AI trip planner topped Performance Marketing World’s weekly rankings. Goodfellas’ retro pizza rebrand scored nostalgia points (15).

Why it matters: Data-driven creativity wins in 2025.
Takeaway: Blend analytics with bold creative risks to stand out.

5. Venture Life’s Growth Gambit

Despite leadership changes, Venture Life is betting on oral care innovations and expanded retail distribution to drive 2025 revenue. Analysts warn execution is key (16).

Why it matters: Niche health products are booming post-pandemic.
Takeaway: Agility in leadership transitions requires clear communication.

Final Take: Today’s campaigns prioritise authenticity, legacy, and data—brands that blend emotion with execution will dominate 2025.

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