The Holy Edit / September 21, 2026
Creator Marketing News: 6 Campaigns to Know This Week
A grocery assistant enters a pop-culture scene. A handbag campaign goes on tour. A snack brand recruits an entire sports roster. This week’s campaigns offer six different answers to a useful question: what gives people a reason to pay attention—and something worth sharing afterward?
Our weekly edit pairs campaign news with practical ideas for influencer briefs, creator series and brand experiences. Dates below distinguish launches from coverage and upcoming releases.
01 / Campaign debut: September 13; coverage: September 18; Clementine product announcement: September 9, 2026
Instacart makes its AI assistant part of a familiar food moment
Instacart is using Shrek and Scooby-Doo scenes to introduce its Clementine shopping assistant.
Clementine turns a meal idea into recipes and a shopping cart. The product was announced on September 9; the advertising debuted on September 13 and was covered by Marketing Dive on September 18. The new coverage belongs in this edition, but the product itself did not launch last week.
The Holy take
A craving becomes a recipe, then a cart. Our take: give a creator one recognizable situation and one useful product action.
02 / Launch: September 16, 2026; Boston September 22 and Washington DC September 24 are upcoming
Coach and Spotify give a handbag campaign a tour schedule
Coach and Spotify launched the Tabby Tour, connecting campus events, live music and personal style.
The partnership launched in New York on September 16. Personalized playlists, shareable Courage Signs and hangtags with Spotify codes connect music discovery with personal style. The announced tour includes campus experiences and live performances, with Boston on September 22 and Washington, DC, on September 24 still ahead at publication.
The Holy take
The activation also offers personalized playlists and shareable Courage Signs. Our take: plan the thing people take home, save or send to a friend.
03 / September 15, 2026; content scheduled for 2026–27 college sports season
Wonderful Pistachios builds a season-long athlete roster
Seven college athletes. Six sports. Wonderful Pistachios announced its first multi-athlete NIL program.
The September 15 announcement introduces the Don’t Hold Back All-Stars: seven college athletes across six sports. NIL means name, image and likeness. The program is planned around the 2026–27 college sports season, giving the brand a longer publishing horizon than a single launch day.
The Holy take
The content plan spans the college sports season. Our take: build recurring roles around each creator’s personality, with reasons for the audience to come back.
04 / September 14, 2026; initial campaign rollout US and Mexico
Sonos puts the feeling of home sound in the brief
Its new campaign puts whole-home sound at the center, using handmade graphics and emotional imagery.
Launched on September 14, Love the Sound. Feel the System begins its rollout in the United States and Mexico. The in-house creative combines handmade graphics with emotional imagery to bring the experience of a connected sound system into focus. Applying that approach to creator content is our recommendation, rather than an announced creator partnership.
The Holy take
The work shows how a system feels at home. Our take: ask creators to demonstrate a moment worth having, then explain the feature that makes it possible.
05 / September 14, 2026
Haku casts Rina Sawayama into its brand world
The first Haku brand campaign, Made to Shine, introduces Rina Sawayama as its first global ambassador.
The September 14 launch names Sawayama as Haku’s first global ambassador. Made to Shine draws on Tokyo nightlife, with a film directed by Frank Lebon and campaign photography by Thurstan Redding. The artist, setting and visual treatment share a clear creative direction.
The Holy take
Tokyo nightlife shapes the film and photography. Our take: cast for the world you want to build, then give the talent room to inhabit it.
06 / Announced September 18; campaign starts September 21; first docuseries episode scheduled September 23, 2026
Kruidvat gives a creator a question to investigate
Kruidvat’s campaign starts September 21. A five-part series with Diva Brons will explore beauty culture and algorithms.
Announced on September 18, the campaign starts on September 21. Its five-part docuseries with Diva Brons, Diva vs. Het Algoritme, will explore beauty culture and algorithms through creators and experts. The first episode is scheduled for September 23, so the series is still upcoming at publication.
The Holy take
The first episode is scheduled for September 23. Our take: an ongoing question can give a creator series more substance than repeating a product pitch.
Three decisions for your next creator brief
Choose a moment people can recognize
A dinner dilemma, a campus visit or a room full of music gives a creator a scene to work with. Write that scene into the brief, then leave room for their own delivery. A feature list alone rarely supplies a story.
Decide what survives the launch
A playlist can be saved. A recurring series can be followed. A season-long partnership can build familiarity. Identify what the audience should remember or return to after the first post, and budget for that continuity.
Match measurement to the next action
For your own campaign, decide whether the next step is watching another episode, visiting an event or trying a product. Track that action alongside attention. The announcements above describe creative plans; they do not establish sales lift or campaign ROI.
Explore our guides to UGC and influencer marketing and creator development programs.
Bring a better brief to the next launch
Holy Marketing builds influencer campaigns and creator factories for brands. Explore our work, or talk to us about your next campaign.
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