Every December, big brands dominate the season with cinematic storytelling, celebrity cameos, and glossy campaigns that start production months in advance. And 2025 is no different. In the UK, Coca-Cola’s AI-driven festive creative sparked debate, while Waitrose captured attention with its mini rom-com featuring Keira Knightley. Add in John Lewis’s club classic and a grumpy Grinch taking over the aisles of Asda. These big-budget moments set the tone for the holiday season.
But here is the truth that often goes unsaid: smaller businesses still have time to make an impact.
The smaller business opportunity
Many local advertisers assume the festive window has passed. In reality, it has not. With the right tools and support from local publishers, businesses can quickly get relevant offers, experiences, and gift ideas to people looking to spend close to home.
This is where local news brands shine. They remain some of the most trusted sources in their communities, offering advertisers credible, targeted access to real, engaged audiences. Their connection to local life gives campaigns relevance that global brands cannot replicate.
The publisher’s role
It is up to you, the publisher, to demonstrate to your local business clients that the opportunity is still wide open and, most importantly, easy to execute.
Local news publisher power
Today, AI-powered creative production is removing the last major barrier: slow production. Modern systems enable publishers to create multi-format campaigns in minutes. And advertisers can move fast without compromising on brand consistency or quality. Tools such as Mediaferry’s SmartDesign AI streamline workflows, meaning that publishers can deliver polished, ready-to-run creative at pace.
And publishers, if your local advertisers think they have missed their moment, you have the solution. And while Coca-Cola is busy debating AI ethics, Keira Knightley is falling in love in a supermarket aisle, and a middle-aged man is out clubbing again, your local advertisers are still wondering if the door has closed. It hasn’t. You can bring them into the season’s conversation faster than any national brand storyboarded back in June.
