# Empowering Consumer-Centric Campaigns Which? Launches a Festive Campaign to Empower Shoppers By Georgia Wray Norsten | Published 2024-11-06 | Special Source: Trend Hunter, https://www.trendhunter.com/trends/which-launches-a-festive-campaign References: [lbbonline](https://lbbonline.com/news/which-launches-festive-campaign-to-help-consumers-make-the-right-choices-this-christmas)  Which? launches a [festive campaign](https://www.trendhunter.com/trends/whoknewville) designed to empower and protect consumers as the holiday shopping frenzy begins. Developed by creative agency Neverland, the initiative emphasizes Which?’s mission as a not-for-profit consumer champion, guiding people through seasonal spending with confidence. With a £1.1 million investment, the campaign tackles significant concerns, like misleading Black Friday deals and “shrinkflation” in holiday goods. It features a mix of [OOH](https://www.trendhunter.com/trends/birra-moretti-campaign) advertising at key locations, digital content, radio spots, and [creator-led content from influencers](https://www.trendhunter.com/trends/accessible-customer-service) Hayley Morris and the Ayodi family. Which? ensures these messages reach shoppers when they need them most. Highlighting its broader role beyond reviews, Which? showcases efforts to investigate unfair practices and advocate for consumer rights. The campaign also includes a media partnership with Channel 4, timed with essential holiday programs and extending into 2025 for year-round relevance. With practical advice and clear warnings, Which? aims to make holiday shopping a more secure and stress-free experience. Image Credit: Neverland ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 13% | Activity: 12% | Freshness: 30% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Special](https://www.trendhunter.com/special) > [Holiday](https://www.trendhunter.com/holiday) ## Key Themes ### What Makes This Trend Stand Out - **Consumer-protection Campaigns:** Heightened focus on consumer protection and rights is reshaping the marketing landscape by prioritizing transparency and trust. - **Influencer-driven Advocacy:** Leveraging influencers in advocacy campaigns emphasizes personal, relatable endorsements that can sway public perception and behavior. - **Multichannel Media Strategies:** Utilizing diverse media channels, such as OOH advertising and digital content, maximizes reach and ensures engagement across different audience segments. ### Sectors Adopting This - **Advertising:** Advertising industry innovations are driven by the integration of consumer rights advocacy into campaign narratives. - **Retail:** The retail sector is witnessing shifts as businesses adopt transparent practices and engage in consumer education to enhance trust. - **Media:** The media industry is seeing growth in collaborations that merge entertainment with informative content, providing value beyond traditional programming. ## Related on Trend Hunter - [Christmasy Customer-Rewarding Retailer Campaigns](https://www.trendhunter.com/trends/one-stop-2025-christmas-campaign.md) - [Festive Value-Minded Retail Campaigns](https://www.trendhunter.com/trends/big-deal-of-christmas-campaign.md) - [Mindful-Shopping Campaigns](https://www.trendhunter.com/trends/slovember-campaign.md) - [Christmas Retail Delivery Campaigns](https://www.trendhunter.com/trends/debenhams-delivered-campaign.md) - [Post-Holiday Retail Promotions](https://www.trendhunter.com/trends/big-brands-low-prices-campaign.md) - [Festive Chip Campaigns](https://www.trendhunter.com/trends/kettle-chips-christmas-campaign.md) - [Cost Savings Grocer Campaigns](https://www.trendhunter.com/trends/new-year-offers.md) - [Personalized Present Campaigns](https://www.trendhunter.com/trends/wonderbly-everyones-got-favourites.md) - [Holiday Mental Health Campaigns](https://www.trendhunter.com/trends/walkers-mental-health-awareness-campaign.md)