Back-to-school season is shaping up to be a high-stakes moment for brands doubling down on digital spend, experiential activations, and fresh creative strategies. Budgets are climbing, campaigns are getting bolder, and partnership opportunities are expanding across multiple channels.

For agencies, sponsors, and adtech leaders, this means significant openings to align with brands as they prepare to capture consumer attention during one of the busiest shopping periods of the year.

Here’s a closer look at the six brands making the biggest moves and what their strategies mean for your next pitch:

1. Marine Layer: Digital spend surges for Millennial and Gen-X shoppers

Marine Layer’s year-to-date digital ad spend has jumped 240% to $10.2 million, with all 1.8 billion impressions delivered programmatically. Ads are running across Instagram, Facebook, Pinterest, and HGTV.com, connecting with Millennial and Gen-X consumers through sustainable storytelling and California-cool branding.

Back-to-school implications:

Expect a wave of cohort-based personalization and messaging that emphasizes sustainability, making the brand a strong fit for campaigns tied to fall wardrobe updates.

Key takeaways:

• Martech partners can bring advanced personalization tools to the table.
• Agencies should pitch creative that aligns with Marine Layer’s laid-back yet eco-conscious tone.
• The brand’s rapid spend growth signals potential expansion into additional digital formats.

2. Havaianas: Global AOR win signals lifestyle push

With GUT now leading as its global AOR, Havaianas is preparing to elevate its brand from flip-flops to a full-fledged lifestyle label. Global campaigns will focus on Europe, the US, and Asia, while local agencies continue to manage Brazil.

Back-to-school implications:

Havaianas will likely integrate its playful, summer vibe into campaigns that resonate with youth culture, tapping into experiential activations around campus and urban settings.

Key takeaways:

• Sponsorship opportunities tied to student and youth events could emerge quickly.
• Creative partners should position fresh concepts that match Havaianas’ global ambitions.
• Digital and experiential campaigns will dominate this next phase of growth.

3. Hellmann’s: Leveraging food holidays to drive buzz

Hellmann’s is primed to dominate snack time with the launch of three new dips, Buttermilk Ranch, Garlic Parmesan, and Spicy Ranch, timed with National Chicken Tender Day (July 27). National TV and digital ad spend is surging, with influencer and retail activations expected to follow.

Back-to-school implications:

These dips are well-positioned to become pantry staples as families stock up for school lunches, with social and retail promotions driving trial.

Key takeaways:

• Agencies can tap into the built-in buzz of food holidays to extend campaign impact.
• CTV and influencer activations will be crucial in sustaining visibility post-launch.
• Hellmann’s strong media presence opens the door for integrated campaign partnerships.

4. Hostess: Massive digital rebound

Hostess is back in a big way, increasing digital ad spend by more than 6,000% to $4.3 million YTD. The brand is running all impressions programmatically across Pinterest, Instagram, Facebook, YouTube, and niche sites like Flightrising, signaling a full-throttle digital push.

Back-to-school implications:

Expect snack-focused creative to dominate as Hostess positions itself as a go-to treat for kids and adults alike during the school year.

Key takeaways:

• Influencer-driven campaigns can amplify Hostess’ nostalgic appeal.
• Programmatic expertise will be in high demand to maximize ROI.
• The brand’s aggressive spend rebound signals a willingness to test new partners and tactics.

5. Michaels: New product lines to court JOANN’s loyalists

After acquiring JOANN’s IP, Michaels is expanding with 600+ new SKUs across fabric, sewing, and yarn categories. This rollout comes with a 163% increase in digital ad spend and a heavy focus on influencer collaborations and seasonal marketing.

Back-to-school implications:

Michaels is ready to own the DIY space during school project season, driving traffic both in-store and online through product expansion and targeted promotions.

Key takeaways:

• Agencies can propose creative strategies that unite JOANN’s loyalists with Michaels’ audience.
• Programmatic and CTV channels will play a bigger role in the brand’s seasonal campaigns.
• Influencer collaborations will be central to driving awareness and engagement.

6. Kodiak: High-protein innovation fuels campaign momentum

Kodiak is promoting its new Trail Bars and Frozen Breakfast Sandwiches to meet consumers where they are, on the go and health-conscious. Digital spend is up 84% YTD, with omnichannel marketing supporting the launches.

Back-to-school implications:

Convenience-focused products will resonate with busy families, positioning Kodiak as a smart choice for fueling school mornings.

Key takeaways:

• Health-focused messaging offers room for innovative influencer and retail campaigns.
• Martech vendors should target Kodiak’s omnichannel approach with cross-platform solutions.
• Expect Kodiak to sustain its momentum with continued investment in digital reach.

These brands are investing heavily to own the back-to-school conversation through creative storytelling, digital-first strategies, and experiential activations. Act quickly to align with these campaigns to ensure your agencies and tech partners secure a place in one of the season’s most competitive marketing windows.

Want more insight into the back-to-school season? Download our eBook today!