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American Eagle unveils martha Stewart as Holiday Campaign Star, Targeting ⁤Broader Audience

NEW YORK – November 25, ‍2023 – American Eagle Outfitters is adding an unexpected ‌twist to its holiday marketing strategy with a collaboration featuring⁣ lifestyle icon Martha Stewart. The partnership, announced today, ⁤aims to broaden the ‍retailer’s ‍reach beyond⁣ its core Gen Z demographic while ⁤capitalizing ​on Stewart’s surging popularity across multiple generations.

The campaign will feature⁣ Stewart in denim and ‌other holiday apparel,appearing across social,digital,and connected TV channels. According to American Eagle CMO Craig Brommers, the move is a deliberate‍ effort to surprise audiences and position the⁢ brand’s jeans as a‌ top-of-mind⁢ gift choice‍ during the crucial Thanksgiving week shopping period.

“When‍ people ⁣think of an iconic holiday host, people think Martha Stewart,” brommers told ADWEEK. “This partnership ‌will be unexpected and make perfect sense simultaneously occurring.”

The collaboration builds on ⁢American Eagle’s existing holiday marketing push, which began in late September with the “AE Holiday ⁣House” campaign showcasing a multigenerational cast. It also aligns with the brand’s strategy of leveraging nostalgia ‍through recognizable characters, evidenced by previous holiday content featuring the Grinch and Snoopy.

Notably, Stewart’s appeal among Gen Z has grown significantly, increasing by 33% ‌between 2020 and 2024, now matching her recognition among Millennials, according to‌ an⁤ E-Poll survey. This growth is attributed, in part, to her active social media presence and recent Netflix documentary.

American Eagle’s recent ​high-profile collaborations ⁢with Sydney Sweeney and Travis Kelce have‍ drawn critically important attention to the ⁣brand’s campaigns. Brommers emphasized the importance of maintaining a strategic‌ intent behind these “plot twists,” ultimately aiming to reinforce American​ Eagle’s position​ as a ⁢provider of “great jeans, for everyone and anyone.”

The company plans ‌to continue “to take big swings at big moments” beyond the holiday season,seeking to ⁣define culture rather than⁤ simply participate in it.

Walmart Launches Holiday Campaign Inspired by ‘How the ⁤Grinch stole Christmas’

NEW YORK – Oct. 26, 2025 ‌ – Walmart is⁤ kicking ⁤off its⁤ 2025 holiday marketing with⁢ a campaign centered around a Whoville-inspired ​aesthetic, aiming to capture‍ the joyful chaos ​of the‍ season and position itself as a destination‌ for stress-free ​shopping. The retailer’s strategy marks a‍ shift‌ toward a unified seasonal concept,building ⁢on previous successful holiday ads featuring popular intellectual property.

This year’s effort is a departure from past ⁣campaigns like the 2023 Mean Girls reunion and the ​2022 Office Space spot, which were components of‍ broader, less-connected⁣ initiatives. Walmart​ is​ betting​ that a central theme ‍throughout the holiday season will boost​ engagement, relatability, and cultural conversation. ‍The launch coincides with Target‘s own holiday ad release, occurring during a critical sales period for both retailers. However, Walmart currently holds a stronger market position; its shares have risen approximately 123% over the last five years, while Target’s have ​fallen 65% since late 2021, ⁤with ⁢Target anticipating corporate layoffs of‍ 8% this week.

Walmart has a history of leveraging entertainment and nostalgia in its holiday advertising. Last ‍year, the company ran a 10-part series spoofing ​various film genres, including soap operas and action movies. “We’re leaning into IP ​that people know and ‍doing it with a fun, modern take,”⁢ said Walmart’s marketing executive, White.

The decision to maintain a central⁤ idea throughout the season was deliberate. “Keeping a central idea ⁢throughout the season was meaningful,” White added. “We know it ⁢drives interest, relatability, and cultural conversation.”

Walmart’s Q2 revenue rose 4.8%‍ to $177.4 ‌billion,with⁢ global ecommerce sales⁢ increasing by 25%.