Friday 17 July 2026: PR & Marketing Round-Up | Reinventing the Familiar
Welcome back to this week's PR & Marketing News Round-Up from Visible PR.
Some of the most effective campaigns don't start with a blank sheet of paper, they start with something people already know and love. This week, we've seen brands breathe new life into familiar traditions, iconic locations and much-loved characters, proving that reinvention can be just as powerful as innovation. By putting a fresh spin on the familiar, these campaigns feel instantly recognisable while giving audiences a new reason to pay attention.
Let's dive into this week's standout stories...
McDonald's put a twist on Wimbledon strawberry tradition
McDonald's embraced Wimbledon season this year, promoting the return of its Strawberry Milkshake alongside its famous fries in a playful nod to the tournament's most iconic pairing: strawberries and cream. The campaign swaps cream for golden fries, celebrating an unexpected flavour combination while tapping into one of the UK's biggest cultural moments. Bold, simple visuals place the two menu favourites centre stage, showing how a familiar seasonal tradition can be reimagined through the lens of one of the world's biggest fast-food brands.
Why it matters for PR & Marketing: This is a smart example of cultural marketing done with restraint. McDonald's doesn't mention tennis, players or Centre Court—instead, it relies on visual cues that audiences instantly recognise. By borrowing the familiarity of Wimbledon without overcomplicating the message, the campaign feels timely, playful and unmistakably McDonald's. It's proof that brands don't always need official partnerships to become part of major cultural moments.
Marks & Spencer reimagines Oxford Street
Marks & Spencer has unveiled its transformed Oxford Street flagship, marking one of the retailer's biggest investments in its physical estate. The redesigned space brings together fashion, beauty, home and food in a contemporary environment designed to inspire browsing rather than simply facilitate shopping. With carefully curated layouts, elevated design and experiential features throughout, the flagship reflects the changing role of the high street as destinations compete to give customers reasons to visit in person.
Why it matters for PR & Marketing: As online shopping continues to dominate convenience, physical retail increasingly has to deliver something digital can't. M&S's investment shows that flagship stores are becoming brand showcases and experience centres rather than just places to transact, reinforcing the value of creating environments people actively want to spend time in.
Fortnum & Mason brings Winnie the Pooh to life at St Pancras
Fortnum & Mason has partnered with Disney to launch an immersive beehive experience at London's St Pancras International, celebrating the timeless world of Winnie the Pooh while shining a spotlight on the retailer's long-standing connection to honey. Visitors can step inside the interactive installation, exploring the sights and sounds of a buzzing beehive before discovering Fortnum's honey heritage through playful storytelling. Blending nostalgia, experiential marketing and one of Disney's most recognisable characters, the activation transforms a busy commuter hub into an unexpected brand experience.
Why it matters for PR & Marketing: This is a great example of how heritage brands can stay relevant by pairing their own story with an iconic cultural property. Rather than simply promoting honey, Fortnum & Mason has created an immersive experience that taps into childhood nostalgia while reinforcing its heritage and craftsmanship. By combining experiential marketing with a globally recognised character, the activation broadens its appeal, creating something that's just as engaging for families, commuters and social media audiences alike.
IPA Bellwether Report signals cautious optimism for UK marketing
The latest IPA Bellwether Report suggests marketing budgets are beginning to stabilise after a challenging period, with businesses continuing to prioritise investment in areas that deliver measurable results. While economic uncertainty remains, industry leaders point to growing confidence in strategic communications, digital channels and long-term brand building as organisations prepare for the months ahead. The article features commentary from several Visible PR clients, offering perspectives on the challenges and opportunities facing the industry.
Why it matters for PR & Marketing: For agencies and in-house teams alike, the Bellwether Report is one of the industry's most closely watched indicators of confidence. This quarter's findings reinforce the importance of investing strategically rather than reactively, recognising that consistent brand communications remain essential even during periods of economic pressure.
Deliveroo launches the search for the UK's best Jude Bellingham lookalike
After the dramatic events of the World Cup this week, Deliveroo jumped into owning the moment with its ‘Believeroo’ campaign, with a search for the UK’s best Jude Bellingham lookalike. Hosted at BOXPARK Shoreditch, the open-entry competition invited fans to channel the England star for the chance to win £1,966 in Deliveroo credit, alongside free drinks and other prizes. By tapping into one of football’s biggest talking points and one of the tournament’s most recognisable players, Deliveroo turned fan enthusiasm into a playful, real-world activation designed to generate engagement beyond the match itself.
Why it matters for PR & Marketing: Deliveroo has shown how brands can make the most of major cultural moments by giving audiences a role to play. Rather than simply commenting on the tournament, the brand created a reason for fans to participate, share content and become part of the story. It’s a strong example of reactive marketing that combines humour, fandom and experiential activity to create attention at exactly the right moment.
Final Thoughts
This week's campaigns show that reinvention doesn't always mean starting from scratch. Whether it's reimagining a British summer tradition, transforming a flagship store, celebrating a beloved character or highlighting the future of marketing, the common thread is finding fresh ways to tell familiar stories. It's a reminder that the best ideas often build on existing memories, emotions and cultural touchpoints, helping brands connect with audiences in ways that feel both authentic and memorable.
If you're looking for PR campaigns that get people talking, Visible can help! Let’s talk: hello@visiblepr.co.uk