In an industry forever in pursuit of the new and the next, some of the bravest brands are the ones championing creative consistency. In 2025, as the world continues to throw curveballs at consumers, brands are embracing the opportunity to offer stability. 

Knowing a brand and its values inside and out to deliver a message again and again in new and exciting ways has led to some of this year’s most innovative work. Be it an iteration of a beloved campaign or an experience or product launch that just feels right, brands are bringing customers deeper into their worlds.  

To cut through, consistency can be the most creative solution. 

As 2025 draws to a close, enjoy some of BITE’s most-read Hot Picks.

British Gas leans on the power of lovable brand mascots

The heartwarming campaign from T&P for British Gas showcased the brand’s commitment to keeping customers' homes warm and introduced audiences to its new brand mascots, a family of ‘Things’.

Kahlúa and Tony’s Chocolonely team up to treat chocolate and coffee lovers

The two brands teamed up to create an Espresso MarTony: an indulgent espresso martini developed by Wieden+Kennedy London

Yorkshire Tea’s ‘brewdunnit’ proves the power of creative consistency  

Riffing on a popular British crime drama TV series, Yorkshire tea treated audiences to a new instalment of the ‘Where Everything’s Done Proper’ brand platform from Lucky Generals.

CALM continues its no more missed birthdays mission 

The heartbreaking campaign from the suicide prevention charity and Adam&eveDDB aimed to help people end their misery, not their lives.

IRN-BRU revives ‘Made in Scotland from Girders’ slogan

The first work for the brand from Lucky Generals brought the drink’s Scottish heritage to new audiences in a humorous spot.

Snickers proves the power of a long-term brand platform 

José Mourinho brought his special energy to the long-running ‘You’re Not You When You’re Hungry’ campaign from T&P.

Knorr and Tinder partner to help singles find love

The ‘#UnlockYourGreenFlag’ campaign from MullenLowe UK encouraged daters to connect over cooking by adding their skills to their dating profiles.

Axe unleashes the power of sweetness

The absurdist campaign from Lola Mullenlowe hit audiences with unexpected humour to celebrate the launch of Axe’s sweet smelling fragrance.

Anomaly reintroduces Starbucks to the world 

Anomaly’s punchy ‘Hello Again’ campaign for Starbucks launched during the Super Bowl pre-game show and is set to the upbeat soundtrack of Thunderstruck by AC/DC, popularised by the Dallas Cowboy Cheerleaders. 

Creativity shines a light on domestic abuse

House 337’s campaign for Women’s Aid underlined the power of storytelling to successfully shine a light on the unseen cost of domestic abuse.