As we reach the end of the year, we like nothing more than getting together as a team to look back at some of the PR moments that have shaped the past twelve months. There are always the clever ones, the purposeful ones, the ones that make us smile, and the toe-curling ones that remind us why good crisis planning is still essential! PR never stops moving, and each year shows just how quickly our industry shifts, even though strong communication is always at the heart of its success.
Here is our take on the best and worst PR moments of 2025.
Waitrose and the Joe Wilkinson effect
We think that Waitrose has struck gold with its Christmas campaign, a mini rom-com style advert featuring comedian, Joe Wilkinson and Kiera Knightly.
The main long-form advert sets the tone with its blend of dry humour and gentle warmth, but it’s the authentic feel of the collaboration between Waitrose and Joe Wilkinson that’s made this one a PR triumph.
Additional content in the form of short clips and Wilkinson’s own behind the scenes parody video has warmed the hearts of the nation, creating genuine engagement and highly shareable content.
Millions have shared the shorter clips simply because they enjoyed them, giving Waitrose an approachable edge without losing its premium feel. By allowing Wilkinson to bring his own style and humour to the role, the brand gained credibility and warmth at the same time. The campaign has sparked conversation, earned goodwill and has served as a reminder that the most effective campaigns often feel like they were never really campaigns at all.
LEGO’s Girls of the Year campaign
LEGO delivered one of the most hopeful campaigns of the year when it launched its Girls of the Year campaign. It highlighted girls who were already doing remarkable things in their communities and paired them with LEGO designers to bring their ideas to life. The tone was optimistic without being patronising, and the stories felt grounded in real ambition rather than polished inspiration.
Teachers used the campaign in schools, and it gained widespread media coverage. The standout element of the campaign was undoubtedly the content created by the girls themselves, which gave the whole campaign an honesty and relatability that no managed influencer partnership could have delivered. LEGO showed that celebrating real people, doesn’t always require a glossy finish or grand gestures to make an impact.
Lush’s silent protest for animal rights
Lush continued to lean into activism with a silent, in store protest focused on animal testing. Staff took part in coordinated moments of stillness supported by simple visual prompts that encouraged customers to pause. The quietness was exactly the point. It disrupted the usual noise of retail in a way that drew people in rather than pushing them away.
The protest spread quickly online because shoppers filmed it unprompted. It tapped into the familiar, Lush, tone of doing something bold without needing to shout. The emotional response was strong, and the press praised the brand for sticking to its values with clarity and care. It was a reminder that action communicates more effectively than volume.
Tesla’s reputation caught between AI and politics
Known for being a ‘Marmite’ brand, Tesla, has spent much of the year dealing with two growing conversations against the brand. Concerns around AI and driver assistance safety continued to rise, and it found itself tied more tightly to political commentary in the United States. Each story had momentum, but together they created a narrative Tesla struggled to shift.
Public attention moved away from the cars and towards questions of risk and leadership. Once that turn happens, it becomes difficult for any brand to guide the conversation back under its control. Tesla’s year has served as a strong reminder about how quickly a brand’s reputation can dip when the wider debate is louder than its own controlled communication.
www.bbc.co.uk/news/articles/cz61vwjel2zo
Sweaty Betty and the influencer fallout
Sweaty Betty faced scrutiny after a disagreement with a fitness influencer became very public very quickly. The disagreement stemmed from Sweaty Betty using Georgina Cox’s viral slogan ‘Wear the Damn Shorts’, in a new campaign without re-contacting her or giving credit. Cox had previously collaborated with the brand on the slogan, so seeing it resurface without acknowledgement raised concerns about ownership and consent.
Unfortunately for Sweaty Betty, Cox raised her concerns openly, which was widely shared, pushing the story into the public domain before any private resolution could take place, amplifying the perception that her work had been used without her approval.
Sweaty Betty took too long to address the issue and by the time it issued a statement, the conversation had already moved on and negative opinions were set, leaving the brand responding to a narrative that had already taken shape rather than guiding it from the start. This is a clear example of why well defined expectations and ongoing communication matter in influencer partnerships. It helps to keep issues contained and allows misunderstandings to be resolved quietly rather than becoming the story.
www.bbc.co.uk/news/articles/cj9yz0xmvk2o
The Astronomer Kiss Cam scandal
We couldn’t not include this cringe worthy moment in our round up! Astronomer, faced one of the more surprising PR moments of the year after a Kiss Cam at a Coldplay concert captured the company’s CEO kissing a senior colleague, both of whom were married. Fans posted the clip from multiple angles, and the story spread with impressive speed. The brand had not planned for a moment like this, which made the situation harder to manage.
What began as a bit of harmless concert entertainment shifted into a corporate PR crisis within hours. Employees, customers and the tech community all reacted, which forced the brand to respond quickly. Within two days the company released a public statement and placed its CEO on leave. His resignation followed soon after, with interim leadership put in place to steady the organisation. The brand also challenged a fake apology circulating online to stop misinformation taking hold. It was a swift, corrective response designed to show accountability and regain some control of a story that had moved far beyond its own channels.
As a team, we enjoy these reflections about the good and bad PR moments because they spark good conversations and help us stay tuned into audience behaviour. If you are planning a campaign and want to sense check an idea or explore a direction, we are always happy to chat.
If you liked this article, we think you will also like our blog on the best and worst PR campaigns of 2024: A year of bold moves and epic missteps.