Business
The top 5 marketing & advertising campaigns of 2024
- Specsavers: ‘Should’ve Gone to Specsavers’
Continuing its long-running and successful ‘Should’ve Gone to Specsavers’ campaign, Specsavers introduced a fresh and humorous stunt in Edinburgh that perfectly encapsulated its self-deprecating humour.
The campaign featured a Specsavers-branded van awkwardly parked with its backend suspended by automatic bollards, accompanied by a cautionary sign. This visual gag was a direct nod to the brand’s famous tagline.
The clever stunt quickly went viral, with images and comments spreading across social media, amplifying their digital PR efforts, and reinforcing the enduring appeal of Specsavers’ comedic approach.
- Monzo: ‘How the Nation Monzo’d through 2023’
Monzo’s 2024 campaign took a unique, data-driven approach to out-of-home advertising, highlighting the quirky spending habits of different cities across the UK. One standout example was Cardiff, humorously spotlighted as the city that spent the most at Specsavers nationwide.
This clever use of first-party data allowed Monzo to connect with consumers on a hyper-local level, making the campaign feel personal and relevant.
By turning everyday spending data into engaging, city-specific narratives, Monzo demonstrated the power of personalisation in advertising, showcasing the bank’s ability to create content that resonates deeply with local audiences.
- IRN BRU: ‘Optimism & Mannschaft’
IRN BRU’s 2024 campaign, themed “Optimism & Mannschaft,” was a masterclass in tapping into the national sentiment surrounding Scottish football ahead of the 2024 Euros. The campaign featured three witty videos that built on the growing anticipation among Scotland fans.
In the first video, a GP humorously diagnoses a patient with a rare case of “optimism,” prescribing a ticket to the Scotland vs. Germany match and a can of IRN BRU. The subsequent videos continued this theme, using cheeky innuendos and Scottish humour to depict the spread of optimism among fans.
The campaign resonated strongly with the audience, sparking widespread social media engagement and reinforcing IRN BRU’s reputation for using signature humour to celebrate Scottish culture.
- Women’s Aid: ‘No More Years of Hurt’
While IRN BRU may have capitalised on the humorous side of football, Women’s Aid have skilfully brought attention to its darker side. Their ‘No More Years of Hurt’ campaign, coinciding with the Euros, highlighted the alarming rise in domestic abuse incidents during major football tournaments.
Building on its previous ‘He’s Coming Home‘ campaign, this initiative uses symbolic football scarves with subverted chants to draw attention to the issue. Research shows domestic abuse increases by 38% when England loses and 26% when they win or draw.
The campaign aims to bring domestic abuse out of the shadows, using football culture to spark conversations and raise awareness during a time when violence against women is at its peak and support services are underfunded.
- British Airways: ‘A British Original’
In 2024, British Airways launched a minimalist campaign that broke away from traditional advertising norms. The campaign featured no logo, slogan, or call to action, elements usually deemed essential in branding. Instead, it focused solely on passengers’ faces as they gazed out of airplane windows, captured in heavily cropped images.
The striking simplicity of this approach relied entirely on British Airways’ strong brand recognition to convey its message, sparking widespread conversation and debate.
his campaign demonstrated that a bold, less-is-more strategy can effectively capture attention and engage audiences on a deeper emotional level, highlighting the airline’s confidence in its brand identity and its ability to innovate within a competitive industry.
Conclusion
The advertising and marketing campaigns of 2024 have so far showcased a variety of creative approaches that have effectively captured audience attention and built strong brand connections. Specsavers’ humorous stunt, and Monzo’s personalised data-driven ads, demonstrated the power of understanding and engaging with specific audiences.
IRN BRU and Women’s Aid both leveraged the cultural moment of the Euros, albeit with vastly different tones—one celebrating Scottish optimism with humour, the other drawing attention to the serious issue of domestic abuse. British Airways’ minimalist strategy highlighted the strength of brand identity without relying on traditional advertising elements.
Together, these campaigns illustrate the diverse and effective strategies brands can use to make a lasting impact in a competitive landscape.
(Image: Aidan McNelis / SWNS)
Business
205-unit storage site at Pembrokeshire farm submitted to planners
A CALL to allow a Pembrokeshire farm to keep a storage facility for more than 200 caravans, boats, cars and farm machines as a form of diversification has been submitted to county planners.
In an application to Pembrokeshire County Council, Mr & Mrs Davies, through agent A.D Architectural Design Consultants Ltd, seek retrospective permission for a farm diversification scheme to accommodate the storage of caravans, boats, cars and farm machinery in four of eight agricultural sheds and on hard-standing concrete courtyards at Froghall Farm, Spittal.
The works were completed back in 2019.
A supporting statement accompanying the application said: “At present, four of the eight shed structures on the site form part of the caravan and boat storage scheme, with additional touring caravans stored externally on the concrete courtyards.”
It said the storage provision was split as follows: Shed 1 – farm workshop, and 30 caravans, motorhomes, boats & cars; shed 2 – 16 caravans; shed 3 – 28 caravans, motorhomes, boats & cars – 28; shed 8 – cubicle shed, 11 units of farm machines, motorhomes & caravans; courtyard storage of 120 touring caravans, for an overall storage of 205 units.
The statement added: “It would take place in an accessible location, would incorporate sustainable transport and accessibility principles and would not result in a detrimental impact on highway safety or in traffic exceeding the capacity of the highway network; access road is a no-through road with no increase in traffic due to the nature of development.
“There won’t be a constant stream/flow of traffic as the site’s used for storage. Our client offers a towing service to sites in and around Pembrokeshire, which is used by 45 per cent of their customers, who are unable or prefer not to tow themselves. This gives our client control over the flow of traffic.”
The application will be considered by county planners at a later date.
Business
Wolfscastle spa earns prestigious AA recognition
WOLFSCASTLE COUNTRY HOTEL and Spa in Pembrokeshire is celebrating national recognition after its luxury spa was included in the prestigious AA Recommended Spa Awards.
The accolade highlights the hotel’s commitment to delivering high-quality wellbeing experiences, exceptional service, and first-class facilities.
The AA Recommended Spa status is awarded to venues that provide an outstanding guest experience, combining professional expertise, premium treatments, and a relaxing environment. The recognition places Wolfscastle among a select group of leading spa destinations across the UK.

Hot stone massage in the Wolfscastle Country Hotel & Spa treatment room.
The spa, which has been open for nine years, has established itself as one of Pembrokeshire’s top wellness destinations, welcoming both hotel guests and day visitors seeking relaxation in a tranquil countryside setting.
Facilities include hydrotherapy experiences, thermal suites, and dedicated relaxation areas, alongside a wide range of luxury treatments designed to help guests unwind and recharge.
Bethan, Spa Manager at Wolfscastle Country Hotel & Spa, said: “We’re absolutely delighted to be recognised by the AA as a Recommended Spa. The team here work really hard to make sure every guest feels relaxed, welcomed and properly looked after from the moment they arrive.
“To receive this recognition is very special for us and reflects the care and effort our therapists put into every treatment.”
The award further strengthens the hotel’s reputation as one of West Wales’ leading hospitality destinations, offering award-winning dining, boutique accommodation, and premium wellness experiences.
Guests can enjoy spa days, overnight breaks, and tailored treatments throughout the year.
For more information or to book, visit www.wolfscastle.com.
The hotel is also marking a significant milestone this year, with owner Andrew Stirling celebrating 50 years at the helm.
Business
Pembroke South Quay boat shed expansion plans submitted
A PADDLEBOARDING and canoeing company’s call for an extension to a boat shed at Pembroke’s South Quay, below its historic castle, has been submitted to county planners.
In an application to Pembrokeshire County Council, G Booth of Paddle West CIC, through agent James Dwyer Associates, seeks permission for an extension to the stone-built boathouse, adjacent to the cliff on South Quay fronting the Mill Pond, Pembroke.
A supporting statement says: “It is intended to erect a single storey ‘lean-to’ building, or ‘shed’ for the storage of boats, such as canoes and kayaks, and related equipment, on a vacant space adjacent to the existing stone-built boathouse.”
It adds: “The boathouse and the intended adjacent boat storage shed is located, as is to be expected, in close proximity to water, the Mill Pond. The Mill Pond is the main area of activity for Paddle West, a Community Interest Company, providing boating activities, kayaking, canoeing and paddle boarding, frequently for young people and families.”
It goes on to say: “It is intended that the structure would be lightweight, erected on the exiting hard standing. The ‘shed’ would be used for the storage of boats and related equipment.”
With regard to the historic setting, it adds: “Although the stone-built boathouse appears not to be listed, it is recognised that the walls above are listed and together they are a piece.
“Accordingly, through form and external materials proposed, timber cladding and profile sheet roofing, the aim is to ensure that the structure would be subservient and muted and not detract or compete with the visual aesthetic of the boathouse or historic walls. In effect the addition would blend into the background.”
The application will be considered by county planners at a later date.
The boathouse is sited near to the new Henry Tudor Centre in South Quay, which is due to open in Spring 2027.
The centre, expected to receive around 30,000 visitors a year, will tell the story of Henry Tudor, son of Pembroke, his Welsh ancestry and his impact on our national story, Welsh culture and our wider British heritage.
The restored derelict South Quay buildings will also house a new library and community café, and a healthcare, social services and supported employment facility in the adjoining premises.
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