Retail marketing ideas
What supermarkets, department stores and retailers did to get people in the door and talking. Grouped by tactic, with a one-line version for your store.
Doable with a small team, gifting or a simple partner swap.
Needs a paid creator, some production or a co-branded product run.
Celebrity fees, TV airtime or a large custom build.
Budget is our estimate of what it would take to run the same idea yourself, not what the brand spent.
The billboard or street ad
12 examples
Site: [PLACE] that adds to the message Twist: [MOVEMENT / GAP / PUN / SOMETHING TO TAKE] Words: fewer than seven Capture: a clean photo for press on day one
Budget: Small to mid.
The floating mac and cheese
A CGI video of a giant bowl of mac and cheese hovering above a Singapore street.
Result 1.3 million views.
Why it spread
A convenience-store snack at monument scale is a cheap, attention-grabbing launch. Source
Sunny Sale
Korean retailer Emart built 3D QR code sculptures that could only be scanned around midday, when the sun's shadow completed the code, unlocking a lunchtime discount.
Result Membership grew 58% in a month and the codes spread from 13 to 36 locations, per FreshPlaza.
Why it spread
Tying the offer to the slowest hour gave people a reason to shop then. Source
Subway virtual store
Tesco's Korean chain Homeplus put digital walls of grocery products in subway stations so commuters could scan QR codes to order groceries for home delivery.
Result Online sales rose 130% and new registered members 76%, per Ads of the World.
Why it spread
It reached busy commuters without opening new stores. Source
The Shanghai F1 metro
LEGO turned Shanghai's Metro Line 11 into a Formula 1-themed train for the return of the Chinese Grand Prix.
Why it spread
A daily commute turned into a race car is something regular riders post about. Source
The slipping billboard
A Tesco billboard appeared to slide out of its frame, dropping the weekly shop into an Uber Eats bag.
Why it spread
A billboard that breaks its own frame shows the partnership in one image. Source
More than toys
Argos packaged a Smeg fridge and other premium home goods as oversized toys to fight the idea that it's just a toy shop.
Why it spread
It leans into the joke people already make about the brand. Source
The half-dirty vans
A US car wash wrapped its vans so one half looks filthy and the other half clean.
Why it spread
A before-and-after you understand in half a second, on media the business already owns. Source
Pick-your-own billboard
Before Mother's Day, Tesco turned a King's Cross billboard into a wall of real tulips commuters could pick.
Why it spread
A billboard you can take something from gets people interacting and posting. Source
Clutter behind billboards
IKEA hid people's household clutter behind its billboards, packed neatly into SAMLA storage boxes.
Why it spread
The ad literally does what the product does. Source
Priced moments
IKEA Belgium priced the moment a product makes possible, not the product, while rivals cut prices.
Why it spread
Pricing a feeling makes an affordability message stand out in a price war. Source
Copenhagen in flat-pack
IKEA Copenhagen turned the city into a life-sized unboxing moment with its outdoor campaign.
Why it spread
The brand's most recognisable object, the flat-pack box, works at any scale. Source
The 3km pen line
BIC's outdoor campaign highlighted the 3km writing capacity of its Cristal pen.
Why it spread
One concrete number makes an everyday product impressive. Source
The stunt
11 examples
Act: [WHAT YOU DO] in [PUBLIC PLACE / LIVE MOMENT] Twist: the one thing people will repeat Proof: why it fits your product Capture: film it properly and send to press the same day
Budget: Mid to big.
#OptOutside
REI closed all its stores on Black Friday and paid employees to spend the day outside.
Result REI later made Black Friday closing permanent.
Why it spread
Walking away from the biggest sales day of the year was the loudest possible way to say what the brand stands for. Source
Prime Day
For its 20th birthday, Amazon invented its own members-only sale day in July, promoted as bigger than Black Friday.
Result 34.4 million items ordered, more than Amazon's Black Friday 2014, per CNBC.
Why it spread
A shopping day you own is a sales moment no rival can join on equal terms. Source
Roti Reminder
At the Kumbh Mela festival, Unilever worked with food vendors to heat-stamp rotis with the question 'Have you washed your hands with Lifebuoy?'
Result Nearly 3 million stamped rotis handed out, per Quartz.
Why it spread
The message appeared on the food itself, right before people ate it with their hands. Source
Singles' Day
Alibaba turned 11 November, an informal day for single people in China, into a shopping festival.
Result Grew into what TechCrunch called China's $25 billion shopping festival.
Why it spread
Owning a date gives a brand a sales event it controls every year. Source
Open-to-chat baskets
On Valentine's Day, Asda trialled red shopping baskets in three stores that single shoppers could pick up to show they're open to a chat.
Why it spread
A simple, low-cost idea that gives the press a light story and people a reason to visit. Source
Sweden's sunniest spot
With Sweden's weather institute, IKEA found the country's sunniest square metre on Gotland and marked it with two stone IKEA chairs.
Why it spread
A data-backed fact gives the press a story and people a place to visit. Source
Cuthbert the bobsleigh
Aldi turned its caterpillar cake Cuthbert into a bobsleigh as a nod to the Milano Cortina Winter Olympics.
Why it spread
A mascot people already love, dropped into the moment everyone is watching. Source
Sponge Man
A model in a gown made entirely of sponges walked down Orchard Road to push Lazada's pricing and trending fashion.
Why it spread
An absurd outfit on Singapore's main shopping street is made for phone cameras. Source
The Good Old Days sale
For SG60, a four-night flash sale on the Lazada app at retro prices of 10¢, 20¢ and 60¢, with a virtual queue.
Why it spread
Nostalgic prices tied to the national birthday give people a reason to open the app at the same time every night. Source
Cuthbert visits M&S
Aldi paraded a 12ft topiary Cuthbert the Caterpillar and paid a visit to a rival M&S store.
Why it spread
Poking the rival that sued you over the cake keeps the joke alive for fans. Source
The pink LEGO Cadillac
LEGO brought a driveable pink brick-built Cadillac to the Las Vegas Grand Prix.
Why it spread
A real car made of toy bricks is a crowd-stopper at a car race. Source
The limited product or merch drop
8 examples
Product: [YOUR PRODUCT] as a [SNACK / GARMENT / OBJECT] Why: ties to [A HABIT / JOKE / ANNOYANCE] Run: [NUMBER] units Assets: 3 photos and a 10-second video
Budget: Small to mid.
SG60 chips
Limited-edition house-brand chips in kopi, laksa and black pepper crab flavours for Singapore's 60th, with over 400,000 packs going into National Day Parade funpacks.
Result Close to half a million packs reached people through the parade.
Why it spread
Local flavours people argue about, handed to the whole country on the one night everyone is watching. Source
The jacket that becomes a bag
Aldi made a jacket that turns into a reusable shopping bag in 10 seconds, based on its research that 46% of Brits regularly forget their bags.
Why it spread
It solves a relatable annoyance, so the product itself is the headline. Source
The Trolley Bag
Lidl and designer Nik Bentel made a runway-ready trolley bag for London Fashion Week, following its viral croissant tote in 2024.
Why it spread
Supermarket kit treated as fashion is funny, and a second drop builds on the first one's success. Source
The flushable magazine
A limited-edition magazine printed entirely on Cushelle toilet tissue, meant to be read and then used.
Why it spread
A cheeky object that proves softness without saying it. Source
Lettuce footballs
For the World Cup, Tesco packaged iceberg lettuces as footballs.
Why it spread
A tiny, cheap change to a boring product gets picked up and posted. Source
Specialbuy Hawaiian shirts
Aldi launched limited Hawaiian shirts printed with its best-loved Specialbuys, leaning into "dad fashion" for BBQ season.
Why it spread
Fans already love the Middle Aisle, so they'll wear it. Source
Eau de Croissant
A croissant-scented perfume in a croissant-shaped bottle, based on Lidl's 49-cent bakery croissant.
Why it spread
Luxury packaging for a cheap favourite is an easy joke that people want to own. Source
The Jacket Potato puffer
Aldi launched a puffer jacket styled on a baked potato for autumn.
Why it spread
A pun you can wear gets shared. Source
The collab
7 examples
Partner: [BRAND / PERSON] with an obvious link to you Thing: one product, ad or event you make together Run: limited Launch: both post the same day
Budget: Small to mid.
Ronaldo's 9.9 dance
Cristiano Ronaldo danced to Shopee's jingle for its 9.9 Super Shopping Day ad.
Result The video keeps resurfacing and going viral.
Why it spread
It was widely mocked as cringe, which is exactly why everyone shared it. Source
The Testlist
Specsavers and Groove Armada ran club nights for over-50s, with entry unlocked by taking a free online hearing screener.
Why it spread
The reward (a night out) is tied directly to the action the brand wants (a hearing check). Source
The meatball lollipop
An April Fools' joke about a meatball-flavoured lollipop got such a good reaction that IKEA made it for real with Chupa Chups.
Why it spread
The joke tested demand for free. Turning it real gave the press a second story. Source
KALLAX Storageborn
IKEA released a free Skyrim companion, voiced by Matt Berry, that solves the game's age-old problem of carrying too much.
Why it spread
It solves a real annoyance for gamers, in their world, with the brand's actual promise: storage. Source
The Pac-Man Telecaster
A limited-edition Telecaster guitar covered in Pac-Man arcade graphics.
Why it spread
Two nostalgic icons in one object appeal to two sets of collectors. Source
The battery livery
Duracell's F1 partnership showed up as a simple, clever integration on the new Williams car.
Why it spread
A sponsorship that makes sense at a glance gets talked about instead of ignored. Source
The Barbie pink Aldi
Aldi turned its Barnet store Barbie pink to launch a Barbie doll inspired by its cult Middle Aisle.
Why it spread
A whole store in a partner's signature colour is impossible to walk past or not photograph. Source
The emotional story
7 examples
Story: one person and one small moment Turn: a reveal or kindness near the end Product: part of the plot, not a pack shot Length: 60 seconds to 3 minutes
Budget: Mid to big.
Mother's Day opt-out
UK flower delivery brand Bloom & Wild emailed customers a link to opt out of Mother's Day marketing, then sent those who did other messages instead.
Result Close to 18,000 customers opted out and customer feedback ran at 5x the average, per Econsultancy.
Why it spread
Admitting the day is painful for some people showed care, and other brands copied it. Source
The Man on the Moon
A girl sees a lonely old man on the moon through her telescope and finds a way to send him a gift.
Result Passed 6 million YouTube views soon after release.
Why it spread
The John Lewis Christmas ad had become an annual event people waited for, and this one gave them something to cry at together. Source
#heimkommen
An elderly man fakes his own death so his busy family will finally come home for Christmas.
Result City AM named it the early winner over that year's John Lewis and Sainsbury's ads.
Why it spread
A shocking twist on a feeling many families recognise made people share it and argue about it. Source
World's Toughest Job
American Greetings' Cardstore.com posted a fake job ad with 135+ hour weeks and no breaks, filmed real video interviews, then revealed the job was being a mother.
Result Over 11 million views within days, per CBS News.
Why it spread
The prank keeps viewers guessing until a reveal that makes them want to call their mum. Source
The Perfect Gift
A four-minute Christmas romcom starring Keira Knightley and Joe Wilkinson, riffing on Love Actually, with food at the centre of the story.
Why it spread
It plays like a short film people choose to watch, and the Love Actually link lands with a Christmas audience. Source
The Big Bad Wolf goes veggie
A Christmas film about a wolf tired of being the villain, who changes his diet to make friends.
Why it spread
A familiar villain with a new story is a fresh take in a season full of human tearjerkers. Source
Where Love Lives
A teenage son uses a 90s club track to tell his dad what he can't say, launching John Lewis's new music offer in store.
Why it spread
The ad sells the thing it's about: music as a gift. Source
The funny ad
6 examples
Truth: one thing everyone recognises about [TOPIC] Joke: exaggerate it until it's absurd Product: the punchline or the fix Length: under 60 seconds
Budget: Small to mid.
Our Blades Are F***ing Great
Founder Michael Dubin starred in a low-budget launch video, walking through the warehouse pitching $1 razors.
Result About 12,000 orders in the first 48 hours. Unilever bought the company for $1B in 2016.
Why it spread
A founder roasting his own category made the pitch itself the joke people passed around.
The Relationship Aid
A Valentine's campaign that pitched hearing aids as couples' tech for rekindling romance.
Why it spread
It gets a serious health message through by borrowing a cheeky tone. Source
Eau de Dave
Aldi parodied luxury fragrance ads with a stockroom and an employee called Dave instead of exotic locations and brooding models.
Why it spread
Mocking a category's clichés makes a cheaper alternative the joke everyone's in on. Source
The Honest Dad Unboxing
A six-part social series with comedian Tom Davis took aim at disappointing Father's Day gifts.
Why it spread
Everyone has given a bad Father's Day present, so the jokes are relatable. Source
Halloween Essentials
IKEA in the Middle East recast cushions and throws as essential horror-movie gear, for hiding behind on the sofa.
Why it spread
It turns a real behaviour everyone recognises into a reason to buy soft furnishings. Source
Resting Squint Face
Specsavers named a made-up affliction, Resting Squint Face, and urged Brits to stage a "squintervention".
Why it spread
A funny name for a real habit makes people tag friends. Source
Ride the meme
2 examples
Trend: [SOUND / FORMAT / MEME] people are posting this week Twist: how your product fits Speed: live within days Rule: join the joke, don't sell over it
Budget: Mostly small.
Watch the Stove
A six-person team at General Mills' Hamburger Helper released a free five-track hip-hop mixtape about the brand on SoundCloud.
Result 4.09 million SoundCloud plays and 432.66 million social impressions by the following Monday, per Adweek.
Why it spread
A boxed dinner brand dropping a real mixtape was a joke people wanted to share and play. Source
Punch the macaque
A baby macaque rejected by its mother at a Japanese zoo bonded with an IKEA soft-toy orangutan, and the internet made it a brand story.
Why it spread
A real, emotional moment with the product in it. The brand didn't have to do anything but not get in the way. Source
Let people make it
2 examples
Ask: one simple thing people can make Reward: [FEATURE / PRIZE / THE REAL THING] Show: the best entries, with credit Timebox: [2–4 WEEKS]
Budget: Mostly small.
The pronunciation test
A back-to-school TikTok challenge asking people to prove they can pronounce IKEA's Swedish product names.
Why it spread
It turns a brand quirk everyone jokes about into a format people want to attempt. Source
Belli organizzati
For 30 years of its blue FRAKTA bag, IKEA Italy documented what people really do with it after checkout, in a ten-image campaign.
Why it spread
Real, unexpected uses of a cheap bag say more about the brand than a product shot. Source
More ideas
5 examples
Idea: [WHAT YOU'LL DO] Why it fits: [LINK TO YOUR PRODUCT] Where: [CHANNEL / PLACE] When: [DATE / MOMENT]
Budget: Varies.
Harry's milestone waitlist
Before launch, razor brand Harry's put up a 'Harry's is coming' page and gave each sign-up a referral link, with free shave cream at 5 referrals, a shave set at 25 and a year of blades at 50.
Result 100,000 email sign-ups in one week, with over 77% coming through referrals, per Prefinery.
Why it spread
Tiered prizes gave people a clear reason to keep sharing, and the product stayed a mystery until launch. Source
Lu do Magalu
Brazilian retailer Magazine Luiza's virtual assistant Lu became the face of the brand across social media.
Result 31.2 million followers across platforms in 2022, per LBB.
Why it spread
A brand-owned character never leaves, never costs more, and can appear everywhere. Source
The strawberries and cream van
Tesco turned an ice cream van into a strawberries and cream van and gave out thousands of free bowls in Wimbledon.
Why it spread
Free food at the right event at the right moment gets people queuing and posting. Source
Assemble the World
IKEA Canada turned its products into shoppable national flags for the World Cup's competing nations.
Why it spread
Fans want to show their team, and every flag is also a product list. Source
Signing John-Lewis
John Lewis signed Boston United striker Lenell John-Lewis, whose name has long inspired a terrace chant about the shop.
Why it spread
Fans already made the joke, so the brand just made it official. Source
How to use these ideas
- Use your store and products as the media.
- Watch for local and cultural moments to react to.
- Make one odd, limited product people want to own.
- Put a photo spot in store.
- Measure footfall and basket, not just reach.
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See how it worksRetail Marketing Ideas: FAQ
What are some creative retail marketing ideas?
Rename or redecorate a store for a local moment, sell a cheap dupe of a luxury item, turn your bags or packaging into merch, or run a hunt in store.
How do supermarkets go viral?
Aldi, IKEA and Tesco examples here rely on speed (dupes, replies), humour and odd merch built on their own products.
What retail marketing works for small shops?
A local pun, a window display with a twist, or a quick reply to local news. Filter by Small budget.
More viral marketing examples
By industry and season
Spot a mistake or know a campaign we should add? Email team@odim.co.