With Q4 fast approaching, we’re taking a moment to look back at some of our favourite loyalty rewards and wider brand partnerships from 2026 so far.
From unexpected collaborations to perfectly matched audiences, this year has shown that the most effective partnerships aren’t always the most obvious. Whether it’s creating genuine value for customers, tapping into cultural moments, or simply generating conversation, these partnerships demonstrate the power of two brands coming together to create something greater than the sum of their parts.
VOXI x Fussy Deodorant
VOXI Mobile, Vodafone’s Gen Z-focused mobile network, consistently delivers partnerships with fresh, culturally relevant brands. Earlier this year was no exception, with VOXI teaming up with refillable deodorant brand Fussy to offer customers a free starter pack, alongside the opportunity to choose their preferred product.
On the surface, it was a simple reward mechanic, but the partnership worked because the two brands share a natural connection with younger consumers, as well as a shared ambition to do things differently within their respective categories.
Fussy has built its brand around sustainability, personality and making everyday products more engaging, while VOXI continues to position itself as a mobile network that genuinely understands the lifestyles, interests and values of Gen Z. The collaboration therefore felt natural, delivering tangible value to customers while giving both brands access to a highly relevant audience.
It’s a strong example of partnerships working at their best: when there’s a genuine audience connection, a shared brand mindset and a clear reason for the two brands to come together. Click here to discover other partnerships VOXI offer on their loyalty programme.
Candy Kittens x Little Moons
Two of the UK’s most recognisable challenger food brands joining forces was always likely to attract attention. Candy Kittens and Little Moons both have highly engaged consumer bases, vibrant visual identities and a strong presence on social media, making their collaboration a natural fit.
What made this partnership particularly effective was its ability to combine two products that consumers already love, creating a sense of discovery and excitement. Rather than feeling like a gimmick, the collaboration delivered something genuinely new, proving that partnerships between complementary challenger brands can generate significant buzz.
Who would’ve thought the original Candy Kittens Sour Watermelon sweets would transition so well into a limited edition mochi ball!
KFC x La Vieille Ferme (“Chicken Wine”)
Few partnerships this year generated as much conversation as KFC’s collaboration with La Vieille Ferme, which many may know best as “Chicken Wine”. A trending product paired with one of the UK’s most iconic fast-food brands might not seem revolutionary, but the execution was brilliantly simple.
Wine and KFC aren’t an obvious pairing, which is exactly what made the partnership so compelling. By bringing together two seemingly unlikely worlds, the collaboration tapped into consumers’ appetite for novelty, humour and unexpected experiences, transforming a familiar dining occasion into something genuinely talkable.
The partnership demonstrated how a playful idea, when rooted in cultural relevance, can generate high levels of earned media and social engagement. Sometimes the strongest partnerships aren’t about solving a problem; they’re about creating a moment people want to experience, talk about and share.
Arnold Clark x Spider-Man: Brand New Day with Spark Cinema
Partnerships that create real-life experiences have the power to leave a lasting impact. So, when our client Arnold Clark came to us looking for a way to reward customers with a private cinema screening, there was one film release that made perfect sense: the new 2026 Spider-Man film.
With Arnold Clark’s strong family focus and its status as a true Scottish icon, a film set against the streets of Glasgow felt like the perfect fit. Bringing the excitement of the new Spider-Man release to audiences across the country created a natural partnership between an iconic Scottish brand and one of the world’s most recognisable family film franchises.
The partnership delivered more than just an unforgettable customer experience. With Arnold Clark hosting multiple screenings across the country, customers were given the chance to enjoy a special cinema experience, while the brand also extended the reward to its charity partners.
Exclusive screenings were offered to families supported by these charities, creating memorable experiences for those who may not otherwise have had the opportunity. A great partnership, a brilliant film and, most importantly, real experiences that made a genuine impact.
IKEA x Chupa Chups
IKEA is famous for many things, but its iconic food hall is undoubtedly one of its most recognisable experiences. Chupa Chups, meanwhile, has been a household name in confectionery for decades. So, turning some of IKEA’s best-loved food hall dishes into confectionery products was certainly not an obvious move, and that’s exactly what made this partnership so eye-catching and memorable.
Bringing these two brands together was unexpected, but the surprise was central to its appeal. It challenged consumers’ expectations of what a brand partnership could look like, creating something that was instantly intriguing, highly shareable and difficult to ignore. The IKEA Meatball Lollipop.
The collaboration also tapped into two powerful drivers of consumer engagement: surprise and nostalgia. In a world where audiences are exposed to thousands of marketing messages every day, unexpected partnerships have the ability to cut through by giving people something genuinely new to discover. By combining IKEA’s distinctive food culture with the playful nostalgia of Chupa Chups, the brands created a partnership that felt fresh and fun, while still drawing on decades of brand recognition and equity.
It’s a great example of how the most memorable partnerships can come from putting two familiar worlds together in a way consumers simply didn’t see coming.
Stella Artois x The Gentlemen
And finally, a very recent favourite, following the anticipation surrounding the new season of The Gentlemen on Netflix.
A series as culturally distinctive as The Gentlemen needs a brand partnership that feels equally considered, and Stella Artois was a natural fit. The collaboration brought together leading actor Theo James and Stella Artois ambassador David Beckham, creating a meeting of two recognisable British personalities, with both brands leaning into themes of sophistication, style and premium experiences.
What made the partnership particularly compelling was the natural overlap between the worlds of The Gentlemen and Stella Artois. Both have a distinctly British identity, an air of sophistication and a sense of occasion at their heart. Rather than simply placing the Stella Artois brand alongside the show, the partnership used these shared characteristics to create something that felt culturally relevant and genuinely connected to the series.
The partnership went far beyond a traditional sponsorship or product placement. Stella Artois was embedded within the world of The Gentlemen, while the campaign extended beyond the screen through social content, experiential activations and limited-edition branded chalices. This gave audiences multiple ways to engage with the partnership, turning a moment around the show’s launch into a broader brand experience. Find out more here.
Overall, these examples demonstrate the power of brand partnerships to create impact and relevance that neither brand could achieve alone. As WPP’s Rory Sutherland often highlights, partnerships remain one of marketing’s most underused growth strategies. Listen / watch our CSO Charlie Hills’ podcast interview with him here.
By bringing complementary brands together, partnerships can unlock incremental audiences, credibility and cultural relevance – driving greater impact through audience synergy, talkability, emotional connection and the ability to tap into timely cultural moments.
If you’re interested in having a conversation about brand partnerships within the loyalty landscape, then get in touch with us at [email protected], or if you’d like to find out more about how effective brand partnerships can be then please check out our “What the Brits Want from Loyalty 4.0” White Paper.
