Analysis: the latest wave of summer campaigns

From hydration tech to heritage whisky, from cricket partnerships to cocktail nostalgia, the food and drink sector is entering summer 2026 with a surge of experience-led, culturally anchored and purpose-driven campaigns.

Each activation is designed to solve a specific brand challenge — whether that’s penetration, premiumisation, relevance with younger consumers, or reclaiming category leadership.

Corona: Reclaiming “This Is Living” through global summer escapism

AB InBev’s Corona has relaunched its iconic “This Is Living” platform, inviting consumers to reconnect with nature, sunlight and outdoor freedom. The campaign reinforces Corona’s long-standing association with beaches, sunsets and slow living, strengthening emotional differentiation in a crowded premium beer market. By returning to its core brand world — sun, sand and serenity — the brand positions itself as the global symbol of relaxed, outdoor refreshment at the start of peak summer season.

Whitworths pushes for nuts to join the UK’s 5‑a‑Day

Whitworths’ new campaign calls for nuts to be added to the UK’s 5‑a‑day guidance, positioning the brand as a champion of nutritional reform. This move elevates nuts from an occasional snack to an essential part of everyday nutrition, giving Whitworths a leadership role in the healthy snacking conversation. The campaign strengthens the brand’s authority and aligns it with health-conscious consumers seeking credible, nutrient-dense options.

Aqua Libra elevates hydration through experience and clean-label innovation

Aqua Libra’s ‘The Wonder of Water’ campaign marks its most ambitious activation to date, featuring an interactive billboard at Waterloo Station with a live Flavour Tap and 23,000 samples. The campaign reframes hydration through flavour, experience and clean-label credentials, tapping into the growing consumer focus on wellness. By showcasing its sparkling cans and Flavour Taps in a high-footfall environment, Aqua Libra positions itself as the premium trade-up for modern hydration occasions both at home and on the go.

Hibiki Whisky blends craft and culture in its first global campaign

The House of Suntory has launched Hibiki’s first global campaign, “The Masterpiece of Japanese Artistry”, featuring actress Anna Sawai and the historic Chiso kimono house. The cinematic storytelling draws parallels between kimono-making and whisky blending — two crafts shaped by time, precision and harmony. This culturally rich narrative strengthens Hibiki’s super-premium positioning across more than 20 markets, reinforcing its identity as a whisky defined by artistry, heritage and emotional depth.

Del Monte connects fresh fruit to movement and mindset through tennis star Mimi Xu

Del Monte’s ‘Fresh for the Win’ campaign partners with rising British tennis star Mimi Xu to link fresh fruit with active lifestyles, energy and everyday wins. Running throughout the grass-court season, the campaign targets younger audiences and families through social content, influencer activity and a 10‑week competition accessed via on-pack QR codes. By reframing fruit as fuel for movement and mindset, Del Monte strengthens its relevance in the fast-growing healthy snacking space.

S.Pellegrino champions connection through ‘Dinner Dialogues’ with Lewis Hamilton

S.Pellegrino’s global activation, ‘Dinner Dialogues’, transforms its iconic bottle into a series of conversation prompts, brought to life through an unscripted dinner between Lewis Hamilton and his lifelong friends. The campaign celebrates the table as a place of authenticity and meaningful connection, reinforcing S.Pellegrino’s role in elevating shared moments. With immersive experiences planned at the Miami Grand Prix, Cannes and Silverstone, the brand deepens its premium lifestyle associations while offering consumers a collectible limited-edition bottle.

Ocean Spray reimagines the Cosmopolitan for a new generation

Ahead of National Cosmopolitan Day, Ocean Spray has unveiled new Cosmo serves created with mixologist Ed To and podcaster Lennie Ware, tapping into the cultural trend of “newstalgia”. With nearly 40% of UK consumers enjoying modern twists on classic cocktails, the brand is reclaiming its role as the creator of the Cosmo’s defining ingredient — cranberry juice. The campaign spans digital, in-store and on-pack activity, expanding Ocean Spray’s relevance from breakfast occasions into evening and social drinking moments.

Beyond Meat brings plant-based eating into mainstream sport with Karen Carney

Beyond Meat’s new partnership with football legend Karen Carney positions plant-based eating as high-protein, high-performance and everyday-friendly. Carney’s credibility in women’s health and sport gives the brand a trusted voice to reach flexitarians and health-conscious consumers. With recipe content, match-day inspiration and summer BBQ ideas, the campaign showcases how Beyond Meat fits seamlessly into real-life eating occasions without compromising on taste.

The Jolly Hog brings British nostalgia to life with its Butcher-Shop pop-up

The Jolly Hog’s one-day ‘Jolly Hog Butchers’ pop-up in Clapham celebrates its new Marmite and Colman’s sausage range through a nostalgic butcher-shop experience. Visitors can enjoy hot samples and take-home packs, creating a memorable, shareable moment that extends beyond the event. By blending iconic British flavours with a playful, experiential activation, The Jolly Hog reinforces its identity as a flavour-led challenger brand rooted in quality and tradition.

Cawston Press enters the national stage with ECB and England Cricket sponsorship

Cawston Press has become the Official Soft Drinks Partner of the ECB and England Cricket, marking a major step for the premium soft drinks brand. The partnership includes co-branded packaging, stadium visibility, and an on-pack promotion offering £10,000. With quintessentially English flavours like rhubarb and elderflower, the brand aligns naturally with cricket’s broad, family-oriented audience, strengthening its presence during the peak summer season.

KP Snacks drives summer excitement with cricket-themed ‘Catch and Win’ promotion

KP Snacks has launched a cricket-themed “Catch and Win” on-pack promotion across its snack portfolio, tapping into the summer of sport. The mechanic encourages family participation and boosts impulse purchasing, giving the brand strong seasonal relevance. By aligning with one of the UK’s most inclusive sports, KP Snacks reinforces its role in social snacking moments.

Heineken UK makes Inch’s Cider unmissable with a multi-million pound summer push

Heineken UK has unveiled “The Really Good Cider” campaign to elevate Inch’s during the peak cider season. With a focus on local apples, sustainability and refreshment, the campaign uses bold creative and high-reach media investment to build awareness and trial. Inch’s is positioned as a credible, feel-good challenger in the mainstream cider category, ready to compete for summer drinkers.

Primula returns to TV with humour, heritage and real cheese credentials

Primula’s new TV campaign, ‘The Art of the Squeeze’, brings back fan-favourite Vera and introduces security guard Dave, played by TikTok comedian Kevin Finn. The ad reinforces that Primula has been “proudly made with real cheese for over 100 years”, blending humour with ingredient credibility. With expanded media across ITV1, ITV Breakfast, Sky and VOD, the campaign aims to recruit new shoppers while strengthening brand love.