You can’t choose your family.

But you can turn their heads into Broccolis.

The strapline from Snapchat’s festive campaign underlines the role of the social network in bringing some joy and light relief to the festive season.

The brand campaign is designed to embody the happiness that Snapchat breathes into everyday life, by bringing friends and family closer together.

The campaign highlights the festive experience through the Snapchat lens. It includes high impact out of home executions, which will run across London Underground and at key locations, designed to connect with consumers in the midst of their Christmas shopping. These include Westfield and London Waterloo.

It will also include content from British Snap Stars Dami Hope, Indiyah, and Matthew and Ryan, who will be sharing their own favourite Christmas traditions and seasonal activities via Mass Snaps. Mass Snaps are targeted messages delivered to all followers of each creator.

The campaign is rooted in insights revealed by a 2024 National Research Group (NRG) study. These include the insight that 92% of Snapchatters said that they view holidays and special moments as a way to connect with friends and family. While 93% said celebrations are important for creating meaningful memories with those they love.

The Crimbo Limbo social surge

The research also revealed a surge in the use of Snapchat in the festive period. Consumers send more messages, take more photos and connect more over Christmas. Snapchatters are almost two times more likely to be active on the platform vs. the rest of the year.

Insights from Snapchat’s research into consumer behaviour amongst Brits during the Crimbo Limbo period (the time between Boxing Day and New Year) revealed that 67% of Gen Z and 69% of Millennials use digital platforms more during this time than at any other time of year. This makes ‘Twixmas’ a key moment for brands to leverage Snapchat to engage consumers, offering untapped opportunities for advertisers to maximise their impact.

The Christmas campaign follows in the footprints of Snapchat’s ‘Less Likes. More Love’ campaign.

Harley Ilott, Head of UK Marketing at Snapchat, said: “At the heart of this campaign is the human experience of family and friendship during cultural moments like Christmas. We all have our own personal quirks, family traditions and moments we share every year that make Christmas special. This campaign shows that Snap is the perfect platform for enhancing these experiences to make them that much more special.”