Back to school isn’t just a shopping season, it’s a cultural moment. For brands, it’s a chance to show up in the lives of students and parents alike with relevance, creativity, and value. The best back-to-school campaigns do more than sell supplies; they tap into emotions, trends, and transitions, making the return to routine feel exciting (or at least bearable).
These standout campaigns from 2023-2025 remind us: when brands meet the moment with creativity and clarity, they earn top marks.
1. DoorDash: Comedy meets chaos
In a refreshingly funny twist, DoorDash turned the “back-to-school” concept upside down with its “Don’t Go Back to Back to School” campaign. The ad playfully captures the frenzy of fall prep – then offers a solution: skip the store stress and let DoorDash handle it.
With punchy writing, absurd scenarios, and clever product placement (yes, you can get pencils and peanut butter on the same app), this campaign won big with parents and college students alike.
Key Takeaways:
- Humour breaks through the noise in crowded seasonal ad space.
- Realistic chaos + convenient solution = strong brand promise.
2. Instacart: Streamlining the school rush
Instacart’s campaign, “You’ve Got This, Parents”, leaned into emotional insight with a message of support and simplicity. The campaign focused on helping families navigate the hectic lead-up to the school year – with smarter shopping tools, curated lists, and one-click ordering.
By acknowledging the mental load that comes with school prep and offering a way to lighten it, Instacart created a campaign that felt not just timely but truly helpful.
Key Takeaways:
- Insight-led messaging resonates more deeply than pure promotion.
- Utility-driven features (like curated lists) create real value.
3. Urban Outfitters: Phygital for the win
Urban Outfitters went full Gen Z with its Back to School ‘Phygital Shift’ campaign – bridging online and offline experiences with limited-edition merch drops, influencer content, and immersive store events. It wasn’t just about selling clothes; it was about building a vibe.
With influencer collabs and exclusive in-store moments, UO created buzz while reinforcing its position as a youth culture tastemaker.
Key Takeaways:
- Phygital strategies create urgency and community.
- Limited drops encourage repeat engagement.
- Influencer-led content keeps messaging peer-driven and fresh.
4. The North Face Japan: School gear, redefined
The North Face Japan took a different route – releasing a beautifully shot campaign focused on durable, design-led school gear. Targeting students and parents with practical, high-quality backpacks, the brand balanced style with substance.
What set the campaign apart was its focus on longevity and thoughtful design, aligning with values like sustainability and purpose.
Key Takeaways:
- Design-led storytelling elevates utility products.
- Aligning with lifestyle values (like durability) builds long-term brand trust.
- A clean, cinematic visual identity stands out in noisy retail seasons.
5. Target: All of the Above, all in one place
Target’s “All of the Above” campaign, launched on July 6, showcases the brand’s commitment to offering both style and affordability for back-to-school shoppers. Aimed at parents, teachers, and younger kids alike, the campaign highlights essential products for key moments like picture day – without forcing families to choose between budget and self-expression.
It’s also Target’s first work with creative agency Anomaly, featuring De La Soul’s “Me, Myself, and I” as the soundtrack and collaborations with teacher content creators across the season. The campaign extends Target’s influencer-led approach while complementing more traditional media. Future instalments are already scheduled for July 20 and August 3.
Key Takeaways:
- Strategic content rollout keeps momentum going throughout the season.
- Campaign rooted in real parent insight: affordability and confidence.
Final Thoughts
Back to school is more than backpacks and binders – it’s a chance for brands to show empathy, spark joy, and add value during one of the busiest times of the year. Whether through comedy, utility, or immersive experiences, these campaigns prove that when done right, back-to-school marketing doesn’t just move product – it builds lasting brand connection.
At FDRY, we help brands show up with purpose and originality across every touchpoint. Whether you’re planning your next seasonal campaign or evolving your digital strategy, our team is here to support from concept to execution. Get in touch at [email protected] or send us a brief to start a conversation.
