Football fever, summer wardrobes, and a spice jar with impeccable comic timing – July gave us plenty of creative inspiration, from clever copy to thoughtful personalisation. Here are five campaigns that caught our eye this month. 

1.  Waitrose

Chosen for: Copy

"It's Cumin Home" is the kind of pun that stays with you. No football shirts, no lion badges, and no obvious World Cup references, just a little jar of cumin on a dark green backdrop. That's exactly why this simple execution works. The copy does all the heavy lifting and prompts the audience to connect the dots.

2.  Dusk

Chosen for: Design

The "Cornwall Coast" and "Berlin Remix" collections are brought to life through scrapbook-inspired visuals, polaroid-style photography, torn paper textures, and sun-bleached colours. It feels more like a moodboard than a catalogue, perfectly matching a brand that's selling a lifestyle and a feeling, rather than just another piece of furniture.

3. The Tiny's

Chosen for: Innovation

Instead of the usual product announcement, this email tells its story through a comic strip complete with retro visuals and a cast of tiny characters. It's a bold creative choice for what is essentially a restock email, but seamlessly aligns with the brand's playful personality and loyal community.

4.   Treatwell

Chosen for: Personalisation

"Holiday mode: on" is a relatable insight, executed well. Beauty routines have to naturally adapt when people travel, so Treatwell built an email inspired by that moment. The question, "Going somewhere gorgeous?", links directly to a location update, creating a journey that's both relevant and useful.

5.  Office

Chosen for: Strategy

Organising shoe recommendations around the days of the week – Monday's trainers, Friday's heels, Sunday's flip-flops – is a smart idea that adds structure and momentum. It turns a standard product showcase into a story, giving readers a reason to keep scrolling and discover styles they might not have considered otherwise.

From a strategically timed pun to a comic-strip product launch, the different creative examples this month prove that great ideas don't have to be complicated. Thoughtful strategy, strong storytelling, and an understanding of your audience will always stand out.

Whether we're shaping strategy, refining copy, designing creative, coding interactive experiences, or championing accessibility, it's these details that help great CRM make a lasting impression.