Star Power, Small Brand Lessons: What Canadian Marketers Can Learn from 2025's Celebrity Campaigns

In 2025, celebrity campaigns are still grabbing headlines—but the real value isn’t in the star wattage. It’s in the strategy underneath.

This summer, two campaigns in particular, Knix × Kristen Bell and McDonald’s × Shania Twain, showed how a well-crafted partnership can strike a chord with Canadian audiences. One leaned into emotional connection and values. The other tapped nostalgia and personal history. Both proved that when celebrity meets authenticity, magic happens.

But let’s be real: most brands don’t have the budget for Kristen Bell or Shania Twain. The good news? You don’t need them.

Here’s what smaller brands can take away from these wins:

1. It’s Not About Fame, It’s About Fit

Kristen Bell didn’t just appear in Knix’s new “You’re Good” campaign, she lives the brand. She’s been a longtime fan of their leak-proof underwear and openly advocates for mental health and body acceptance. That shared ethos made the campaign feel intimate, not performative.

Takeaway: Choose collaborators who already love what you do. When someone’s a genuine fan, their audience feels it too.

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A post shared by Knix (@knix)

2. Go Full Circle

Shania’s McDonald’s collab worked not because she’s a celebrity, but because she used to work there. It’s a story with heart, a Canadian icon returning to her roots and sharing her go-to order. Add in a little merch (cowboy boot keychains!) and a nostalgic tone, and you’ve got instant cultural resonance.

Takeaway: Look for your own full-circle moments. Maybe it’s a founder story, a loyal customer, or a throwback to your earliest product. That emotional depth is more compelling than any billboard.

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A post shared by McDonald’s 🇨🇦 (@mcdonaldscanada)

3. Give People a Reason to Share

Both campaigns created conversation, not just with messaging, but with moments. Whether it was Knix’s reassuring “You’re Good” tagline or McDonald’s playful packaging, the brands gave people something to talk about (and post).

Takeaway: Shareability doesn’t require spectacle. A small-batch collab, a fun twist on packaging, or a community-driven campaign can be just as buzzworthy.

4. Anchor Everything in Emotion

Knix didn’t sell underwear. They sold reassurance. McDonald’s didn’t sell burgers. They sold nostalgia. The product was secondary to the feeling.

Takeaway: Find your brand’s emotional gear. Comfort, pride, humor, connection, choose one and build around it.

The Bottom Line

Celebrity campaigns may grab the spotlight, but the real power lies in the strategy, not the star.

For small brands, this is your advantage. You have proximity. You have story. You have the ability to move fast and show up authentically in the lives of your audience.

You don’t need a superstar. You just need a story and a voice who believes in it.