Each December, brands go head-to-head to win hearts with Christmas ads. But as this year’s research from RED C makes clear, winning Christmas isn’t just about festive visuals — it’s about feeling.
The Ever-Growing Power of Seasonal Advertising
Christmas advertising has become a cultural moment, not just a commercial one. Long before the holidays arrive, consumers start judging the contenders: which ad makes them smile, connect, or revisit old memories? Over time, a few have risen above the noise and become almost as iconic as the season itself.
In Ireland, Woodies’ Mrs. Higgins campaign has quietly grown into one of those cherished fixtures. What started as a simple story about neighbourly kindness has turned into an annual highlight — so much so that it topped RED C’s RED Star Direct effectiveness test for 2025. That test doesn’t just look at creative flair — it measures creativity, emotional resonance, distinctiveness, fame and brand impact — to see which ads genuinely stick with viewers.
What Makes “Mrs. Higgins” So Effective
At its core, Woodies’ festive campaign is uncomplicated: it celebrates warmth, goodwill and a sense of shared humanity. This year’s winner, Mrs. Higgins, earned high scores by tapping into something viewers crave most during the holiday season: escapism. A momentary break from life’s hustle, replaced by a bit of magic and optimism.
Where other ads try to mirror the chaos of real life — the stress, mess and imperfections — Woodies leans into the fantasy of what Christmas can feel like when kindness takes centre stage. In contrast, Tesco’s 2025 entry underperformed precisely because it hit too close to reality, reminding audiences of messy emotions rather than conjuring holiday wonder.
Nostalgia Isn’t Out of Style
Another theme that emerges from the RED C data is consistency. Familiar festive characters and callbacks — like Aldi’s evergreen Kevin the Carrot or Coca-Cola’s Holidays Are Coming — continue to drive fame and talkability. These ads have become part of how people experience the season, so they don’t just sell products — they sell emotional shared experiences.
This doesn’t mean every Christmas ad must be a nostalgia trip, but it does emphasize that memory and emotion are powerful currency in festive advertising. When people recognize familiar cues — soundtracks, characters, visual tropes — they open up emotionally, and that’s where brand impact deepens.
The Metrics Behind the Magic
Consumers aren’t just reacting to pretty snowflakes and jingles. The RED Star model highlights why certain ads last:
- Creativity: The desire to watch an ad again — a key driver for brand love.
- Emotional Response: The feelings an ad evokes, essential for memorability.
- Fame: How likely people are to talk about or share an ad.
- Distinctiveness: Whether viewers can clearly identify the brand behind the story.
- Brand Impact: The ad’s influence on long-term affinity and short-term engagement.
For Woodies, the story of Mrs. Higgins threads all these together: it pulls on heartstrings (emotional), gets talked about (fame), and — importantly — clearly connects back to the brand’s identity as a neighbourly DIY partner.
Lessons for Marketers Planning Next Year
If you’re crafting a festive campaign, consider these takeaways:
- Focus on emotion first, products second. People remember how you made them feel — not what you sold.
- Give viewers an escape. At Christmas, audiences want wonder, not reminders of stress.
- Be distinct, but relatable. Familiar themes can anchor your story, but your twist is what makes it memorable.
- Test early and often. Tools like RED C Direct show that data — not just intuition — drives effective creative.
Final Thought
In a crowded landscape of jingles, snow scenes and smiling families, the ads that win Christmas are the ones that tell a story worth remembering. Woodies’ Mrs. Higgins has become more than an advert — it’s part of how audiences define their holiday experience. As brands continue to compete for attention, that emotional connection might just be the best present of all.
