In the last years, we have witnessed the consolidation of an increasing number of media channels including but not limited to, social media, brand sites, podcasts and the recent developments into the metaverse (Blazquez, 2023). Consumers are exposed to multiple stimuli with shorter attention spans which makes challenging for brands to create meaningful relationships that can sustain brand loyalty. It is important to revisit the role of campaigns that communicate brand-related messages and aim to affect brand image. Christmas advertising has become a part of consumers’ festive rituals (Cartwright et al., 2016) and engendering a positive response is particularly important at this time of year given that it is associated with love, friendship and reconciliation. These campaigns that appeal to a wider target audience, find in traditional media an important channel to get to their customers but also use digital channels which make them more inclusive.

• Helen McCormick(Manchester Metropolitan University, UK)
• Marta Blazquez Cano(Dr. Jo Cartwright, University of Manchester, UK)