The best PR campaigns of 2024
Looking back on 2024, it’s safe to say it’s been another year packed with inspiring PR campaigns. From nostalgic comebacks to creative stunts, there has been no shortage of moments that caught our attention and made us laugh, think, or take action.
We couldn’t resist rounding up our favourite campaigns of the year. From bold statements on social issues to clever brand pivots, here’s a look at what made 2024 so memorable in the world of PR.
I (Zoe) will kick things off with my favourite campaign of 2024…
The team won’t be surprised I’ve picked a movie’s promotion as my favourite campaign but honestly, without a doubt Deadpool & Wolverine takes my first place. Ryan Reynolds and Hugh Jackman kept fans hooked with hilarious fake feuds, fake teasers, and constant appearances on social media that perfectly captured their characters’ humour. It worked because it wasn’t just promotion — it was entertainment, turning fans into part of the fun and building hype effortlessly.
John’s best campaign of the year is a non-PR campaign - the announcement of the return of Oasis.
“A teaser video played on a big screen at an LG gig and on the social channels of Oasis, Liam and Noel was all it took to send the world into meltdown. Followed up a few days later with the tour announcement. Pretty simple. One photoshoot, no interviews, and only old footage used in content. Easy and effective. Let’s maybe not venture into the PR disaster they had with dynamic pricing for now, though. See you down the front.”
For Megan, the "Stella Artois and the Art of ‘Stealing’ the Spotlight" campaign really stood out.
“Instead of fighting the fact that their iconic glasses often "go missing," Stella leaned into it with clever humour and creativity. They turned what could be seen as a problem into an opportunity, playfully encouraging people to embrace their love for the brand by making it easier (and even stylish!) to take a glass home.
“Stella Artois launched a capsule collection of streetwear clothes including jackets with hidden pockets and bucket hats that double as purses. This was a fun way to engage their audience and keep the conversation going. It felt authentic, self-aware, and perfectly aligned with their brand’s charm.
“This inspiring PR campaign is the perfect example of how understanding your audience’s behaviours (even if bad) can lead to a more relevant and compelling campaign that captures attention and builds loyalty!”
Mark’s best campaign from 2024 is ‘Hey Jude’ from Adidas.
“This campaign ran during the build-up to Euro 2024 and centres around England footballer Jude Bellingham, set to a backdrop of the iconic Beatles anthem "Hey Jude." Featuring legendary England players such as David Beckham and Frank Lampard, the ad captures the journey of a nation’s hopes, driven by a new generation of players determined to make their mark at Euro 2024.
“The campaign effectively conveys the pressure athletes face in sports, while also inspiring both athletes and fans to embrace the example set by Jude and his teammates. It encourages them to overcome the pressure and further fuel their love of the beautiful game.”
The McDonald’s Happy Meals Without Smiles campaign was, in Alex’s opinion, the best PR campaign of 2024.
“During Mental Health Awareness Week, McDonald’s removed the smile from their Happy Meal boxes. The campaign was derived from research done by the company that found 48% of children in the UK feel like they have to be happy all the time, even if they aren’t. For me it ticked every box; it was time appropriate, it took a slightly different angle in that it focused on children’s mental health as opposed to adults, and the company not only developed the campaign in partnership with a charity, which gave it authenticity, but they also created a hub of content that families could access for free to help them discuss these big conversation around mental wellbeing.”
Alana’s favourite campaign of 2024 shouldn’t have had to happen…
“In September, Dad Shift used slings to strap life-size baby dolls to bronze statues of men across London to spark conversation and highlight the UK’s lack of parental leave options. The group also called on the government to address and improve this, as the UK’s offer is ranked the least generous in Europe for fathers. Research found one in two families where the fathers took paternity leave reported struggling financially afterwards, while 90% of fathers want to be more involved in their child’s life.
“The reason I say it shouldn’t have had to happen is that it was actually a reproduction, as Pregnant Then Screwed had enacted the same stunt and campaign in 2023, but a change of the guard and a manifesto promise from the Labour Party offered a new opportunity for Dad Shift to replicate.
“The campaign led to major coverage on BBC, 40 dads and their babies meeting a government minister at Parliament, and 30+ MPs backing better leave. I look forward to seeing what comes next!”
The reactive PR stunts that Premier Inn and Deliveroo pulled off for the Gavin and Stacey finale topped Ella’s 2024.
“As a life-long fan of the show, these campaigns really tickled my PR brain and highlighted how reactive PR continues to cultivate brand awareness and increase relevancy with your audience.
“Premier Inn cleverly renamed their Cardiff Airport hotel to the ‘What’s Occur-Inn’ to celebrate the finale and pay homage to Nessa and her iconic catch-phrase (though oh my Christ remains my fave…).
“To launch the re-brand, Premier Inn even hired a knock-off Nessa to show off the sights of Barry Island and promote the newly named hotel. The hotel remained re-branded for the duration of December – perfect timing for the big day.
“Deliveroo also jumped on the bandwagon and partnered with an Essex Indian takeaway offering 100 free orders of ‘The Smithy,’ with billboards popping up across the country. True fans can recite this order at the drop of a hat, but for those not in the know, the order is as follows…
Chicken bhuna
Lamb bhuna
Prawn bhuna
Mushroom rice
Bag of chips
Keema naan
and 9 poppadom’s
“And before you start, don’t even think about eyeing up Smithy’s bhunas, if you want a bhuna, order a bhuna.”
For Hannah, Deliveroo’s partnership with HURR is the standout PR campaign from 2024.
“The campaign combines convenience, sustainability, and innovation perfectly. By offering rapid delivery of rental dresses in just 20 minutes, it taps into the growing demand for accessible, eco-friendly fashion while showcasing Deliveroo’s ability to diversify beyond food delivery. The unique service/partnership that solves last-minute fashion dilemmas (all the girlies can relate) not only captured media attention but also positioned both brands as leaders in their respective markets, generating interest and engagement from the public. I absolutely LOVE this idea and think services like this will (and should) continue to grow throughout 2025.”
Lauren’s favourite campaign of 2024 is Duolingo's Brat Summer.
“I use Duolingo every day, so I've become very fond of Duo, the app's iconic (and very cute) owl mascot. In September, ten Duos showed up to Charli XCX and Troye Sivan's 'Sweat' tour kickoff in Detroit, Michigan, each wearing a “Brat” shirt (the title of Charli’s album). The company purchased standing tickets for the mascots, and even though I'm pretty sure they were kicked out, you can imagine the stunt created a lot of buzz online.
“The stunt was relatively simple, but if I was bopping out to Charli XCX with ten Duolingo mascots around me, I'd maybe be convinced to finally pay for super Duolingo... très bon, Duo.”
From Hollywood hijinks to campaigns that sparked social change, 2024 proved that creativity and understanding your audience are still at the heart of great PR. Whether it’s making us laugh, think, or engage in new ways, the campaigns we’ve highlighted are a testament to the power of smart, thoughtful communication. Here’s to more groundbreaking ideas and inspiring moments in 2025!
