A Seasonal Story Told Across the City
Rituals has returned for Christmas 2025 with a message that feels very grounded in the way people move through the season. The brand’s focus on gifting moments sits at the heart of this year’s creative platform, which has been rolled out across London, Manchester, Edinburgh and Dublin. With city centres already moving into festive rhythms by early November, Rituals has placed itself in the spaces where shoppers flow every day, OOH being a central pillar of its media activity.
The creative-led idea “Make Sure Every Moment Matters” comes to life through a combination of vibrant imagery, warm colour palettes and video cut-downs adapted for different placements. Rituals has approached this year’s campaign with a holistic mix spanning transport advertising, traditional outdoor formats, press and TV. The decision to build presence across these touchpoints has helped strengthen visibility at a time when gifting categories become busier. Media Agency Group (MAG) supported the rollout through planning and media execution, ensuring the activity reached audiences across the UK and Ireland.
Bringing Rituals to the Streets
The transport layer is one of the most visible aspects of the campaign, with bus advertising playing a strong role across London, Edinburgh and Manchester. Wrapped buses and full-format panels help Rituals stay front of mind in the run up to Christmas shopping peaks. This approach works particularly well in cities where commuters rely heavily on public transport, creating frequency throughout the day.
Alongside buses, the OOH plan included formats positioned close to key retail zones. Sites near premium high streets and large shopping centres support shoppers already in a gifting mindset. Locations around London’s West End, Manchester city centre and Dublin’s busiest retail corridors have been chosen to drive footfall and awareness at the point when gifting decisions are being made. The activity carries the same visual identity across every placement, giving the campaign an immediate sense of scale.
Expanding the Festive Message Beyond Outdoor
Rituals has also strengthened its reach with press placements and a festive TV campaign designed to echo the same message seen on bus ads and billboards. These executions build emotional depth around the seasonal idea. The TV creative introduces a more narrative approach, featuring small, meaningful moments of self-care and gifting that connect back to the brand’s wider positioning. The use of consistent visual language across OOH and broadcast channels creates cohesion and helps audiences recognise the campaign quickly.
Digital activity plays an additional role throughout December, supporting online discovery and driving gift set interest. Formats have been designed to mirror the OOH visuals, creating continuity for shoppers moving between screens and city environments.
What It Means for Brands Planning Their Own Christmas Activity
Campaigns like this highlight how outdoor advertising becomes a natural anchor for festive storytelling. Brands planning seasonal communications in 2025 can take inspiration from the way Rituals has aligned city environments, transport media and premium formats to reinforce a single message across multiple touchpoints. The range of placements used here reflects how advertisers can combine bus advertising, digital OOH, print and broadcast to meet shoppers in the busiest months of the retail calendar.
The use of citywide coverage across London, Manchester, Edinburgh and Dublin also demonstrates how spreading activity across multiple regions can improve share of voice during a period when competition is high. There is clear value in building layered visibility, from wrapped buses to digital screens near key shopping districts.
A Festive Season Built Around Presence and Consistency
As the Christmas period unfolds, Rituals has positioned itself with a campaign that slots naturally into the seasonal environment. Its use of Out of Home advertising across multiple cities provides the public with a clear sense of the brand’s identity during the peak gifting window. Additionally, the partnership with MAG has helped bring scale and consistency to the message, allowing Rituals to hold a strong role in the festive landscape.