"New data from DAIVID suggests so, with this year's festive campaigns 24% less likely to make festive shoppers' mouths water than in 2024 - a clear sign the new restrictions on advertising less healthy food and drink products are reshaping the emotional recipe of the nation's favourite seasonal storytelling. Yet despite early fears that the regulations would blunt the emotional impact of Christmas advertising, DAIVID's analysis paints a different picture."
"This year's Christmas ads are 4% more effective overall than last year's festive crop of ads, with 2025's Xmas campaigns more likely to generate higher attention and more intense positive emotions; Emotionally, the season skewed warmer and more heartfelt. This year's campaigns were more likely to evoke romance (+10%), adoration (+6%) and joy (+4%). They were also more likely to generate warmth (+2%), make people laugh (+2%) and were more successful at making viewers look back, with intense nostalgic feelings up 3% compared to 2024;"
New HFSS rules coincided with a 24% drop in festive craving responses compared with 2024 as brands avoided showing fatty and sugary festive foods. Overall ad effectiveness rose by 4%, with 2025 campaigns generating higher attention and stronger positive emotions. Emotional shifts included increases in romance (+10%), adoration (+6%), joy (+4%), warmth (+2%), laughter (+2%) and intense nostalgia (+3%). Some creative still provoked cravings, notably Good Housekeeping's singing gingerbread (+174% v norm) and the BFG's appetite for Sainsbury's (+124% v norm). The HFSS framework was introduced voluntarily in October and will become compulsory.
Read at Exchangewire
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