5 Father’s Day Campaign Ideas for 2026

Father’s Day will be celebrated on August 9, 2026, in Brazil. Therefore, small brands can still use the coming weeks to create initiatives capable of generating recognition, engagement, and sales. Learn more about the 2026 date.

Moreover, the occasion represents a relevant opportunity for companies across different industries. In 2025, approximately 106.3 million consumers planned to purchase gifts, while estimated spending across retail and services reached R$27.13 billion. Read the CNDL and SPC Brasil survey.

Consequently, restaurants, stores, clinics, salons, and independent professionals do not need to limit their communication to a discount graphic. On the contrary, a campaign can use stories, humor, experiences, and real people to increase audience interest.

Below, you will find five campaign ideas for Father’s Day 2026. In addition, each format presents a real campaign launched within the past five years and explains how smaller businesses can adapt the strategy.

“Fathers and polo shirts are the stars of our campaign.”
Aline Mori, CMO at Dafiti. Source: ADNEWS

Why Create a Father’s Day Campaign?

First, Father’s Day influences both in-person and digital purchases. According to the 2025 CNDL and SPC Brasil survey, 81% of consumers interested in the occasion planned to research gifts online. Read the full survey.

Moreover, 31% of respondents identified Instagram advertisements or posts as factors that influenced their purchase decisions. Therefore, even a company without an online store can use social media to promote products, services, reservations, and experiences. Read the CNDL and SPC Brasil survey.

Similarly, small and medium-sized businesses selling online generated more than R$325 million before Father’s Day in 2025. Consequently, the result represented 23% growth compared with 2024. Read the E-Commerce Brasil report.

However, an effective campaign needs to go beyond a promotion. After all, audiences also look for brands that understand their needs and communicate in a relatable way.

Therefore, the brand should choose the idea that best fits its budget, structure, and audience. Moreover, it needs to connect the message to the products or services it actually offers.

1. Create a Conceptual Campaign About Fatherhood

First, a conceptual campaign does not need to begin with the product. Instead, it can present a reflection related to fatherhood and connect the company’s positioning to the subject.

Moreover, this format helps the brand participate in a relevant conversation. However, the campaign needs to establish a coherent connection between the issue addressed and the company’s values.

Reference Campaign: Instinto Paterno, by O Boticário

In 2023, O Boticário launched the “Instinto Paterno” campaign, created by AlmapBBDO. First, the film presented the first six days in the life of a father with his baby.

Next, the story showed him returning to work after his paternity leave. Consequently, the campaign used the question “How long will we continue believing that five days are enough?” to encourage reflection on paternal presence and parental leave. Read the campaign overview on ADNEWS.

Moreover, the initiative involved social media, outdoor advertising, press coverage, and content creators. Therefore, although the brand did not disclose its budget, the number of channels and partners indicates a large-scale conceptual campaign. Read the ADNEWS report.

Campaign references:

• Watch the Instinto Paterno film on YouTube

• Read the campaign presentation on ADNEWS

“How long will we continue believing that five days are enough?”
Concept from the Instinto Paterno campaign. Source: ADNEWS

How Can a Small Brand Adapt the Idea?

However, a small business does not need to produce an advertising film with several agencies. On the contrary, it can identify an important question within the reality of its own customers.

For example, the campaign can address:

• a father’s first Father’s Day after the birth of a child;

• the challenge of balancing work and family life;

• lessons passed down across generations;

• different ways of experiencing fatherhood;

• fathers’ participation in their children’s routines;

• the importance of father figures in children’s development.

Moreover, the company can turn the concept into a simple Reel. To achieve this, it can use narration, everyday scenes, and a final question.

Example of a Conceptual Campaign

Concept: “What was the last thing your father taught you without realizing it?”

First, the brand invites customers or employees to answer the question. Next, it transforms each response into a short video, carousel, or series of Stories.

Finally, the company connects the stories to its offer. Therefore, a restaurant can promote a special lunch, while a store can create a gift selection inspired by different types of fathers.

When Should You Choose This Format?

Above all, the conceptual campaign works for brands that want to increase awareness and strengthen their positioning. However, it may not generate immediate sales when it does not include a clear offer or call to action.

Therefore, the company should combine the campaign with commercial content:

1. First, introduce the concept.

2. Next, share related stories.

3. Then, present the products or services.

4. Finally, explain how to purchase or book.

2. Turn a Trend Into a Humorous Campaign

Next, a brand can use humor to increase the campaign’s reach. After all, entertaining content often encourages comments, tags, and shares.

However, the company should not use every meme simply because it is popular. On the contrary, it needs to choose a trend that fits its personality and allows the offer to appear naturally.

Reference Campaign: Papai Maiô, by TIM

In 2025, TIM introduced the character Papai Maiô, created especially for its Father’s Day campaign. Moreover, the character appeared as the father of Marisa Maiô, a virtual host created with artificial intelligence by Raony Phillips. Read the EXAME article.

At that time, Marisa Maiô had gained visibility on social media through a fictional program inspired by traditional Brazilian television shows. Consequently, TIM used a character already known for absurd humor and expanded that universe with a new family member. Read the EXAME article.

Moreover, the campaign used Instagram, TikTok, creators, memes, and real-time activations. Therefore, the commercial offer appeared within an entertainment narrative rather than only through traditional advertising. Read the EXAME report.

Campaign references:

• Watch the video and learn about the campaign on EXAME

• Read the strategy presented by Meio & Mensagem

How Can You Adapt the Idea Without Artificial Intelligence?

First, a small company can create a character based on common situations between fathers and children. Therefore, it does not need to develop a virtual host or hire a production company.

For example, the brand can create:

Next, the company can produce three or four videos with the same character. Therefore, the campaign creates continuity and increases the likelihood that the audience will recognize the format.

Example for a Restaurant

Scene: The child asks whether the father wants to try another dish.

Character’s answer: “I’ve been coming here for ten years, and I always order the same thing.”

Offer: A special menu featuring the traditional dish and a new option to share.

Example for a Salon

Scene: The professional shows three haircut options.

Character’s answer: “You can give me the same one I had in 1998.”

Offer: A special father-and-child appointment.

How Can You Avoid Offensive Humor?

First, make the joke about the situation rather than a specific person. Moreover, avoid ridiculing age, appearance, profession, limitations, or family structures.

Similarly, present the father as a recognizable and affectionate character. Therefore, the humor brings the audience closer without turning the father figure into a source of embarrassment.

3. Tell a Real and Emotional Story

On the other hand, an emotional campaign can increase identification with the brand. To achieve this, the company needs to present a genuine relationship, a recognizable conflict, or a meaningful memory.

However, emotion should not depend only on sad music. On the contrary, the script needs to present a story strong enough to support the message.

Reference Campaign: Bradesco’s 2025 Father’s Day Campaign

In 2025, Bradesco released a film celebrating present fathers and showing how they introduce the world to their children. Therefore, the campaign used everyday situations to highlight discovery, connection, and children’s development.

Moreover, the film avoided focusing the message on material gifts. Instead, the narrative highlighted the experiences fathers share and the references they build throughout life.

Campaign reference:

• Watch Bradesco’s campaign on YouTube

How Can You Find a Story Within the Business?

First, speak with customers, employees, and relatives. Next, look for stories that present concrete events rather than only generic statements about love.

For example, ask:

• Which habit did you learn from your father?

• What was the first job or project you completed together?

• Which piece of advice took you years to understand?

• Which recipe was passed from father to child?

• Which object preserves a family story?

• Which simple moment will you never forget?

Moreover, request permission before publishing names, images, or personal accounts. Therefore, the brand protects privacy and maintains a transparent relationship with participants.

Emotional Video Structure

Example for a Small Family Business

First, show an old photograph of the father working. Next, present the child carrying out the same activity today.

Then, use narration about the lessons passed from one generation to another. Finally, connect the story to the campaign: “This Father’s Day, celebrate the person who helped you build your story.”

How Can You Connect Emotion and Sales?

However, the brand should not insert an aggressive offer during the most sensitive moment of the video. Therefore, it can separate the emotional narrative from the commercial publication.

First, publish the main film. Next, use Stories to present the offer, menu, opening hours, or gift options.

Therefore, the content builds connection, while the following publications make conversion easier.

4. Turn Employees and Customers Into Campaign Stars

Moreover, a creative campaign does not need to hire actors or influencers. On the contrary, the company can feature people who already participate in the brand’s story.

Consequently, this structure reduces some production expenses and increases authenticity. However, the company still needs to organize the script, recording, lighting, and image-use authorization.

Reference Campaign: Dafiti Employees

In 2022, Dafiti placed four employees from the technology, marketing, purchasing, and finance departments at the center of its Father’s Day campaign. Moreover, the company’s own commercial and creative teams developed the initiative. Read the ADNEWS article.

Using the concept “Every father deserves that polo shirt,” the campaign presented the employees as models. Moreover, the company produced videos, carousels, ASMR content, testimonials, website materials, newsletters, and internal communications. Read the ADNEWS article.

Therefore, Dafiti did not disclose how much it invested in the initiative. However, the internal production and use of its own employees provide a reference that small brands can adapt with a limited budget.

Campaign reference:

• Learn about Dafiti’s campaign on ADNEWS

Affordable and Creative Idea: Father-and-Child Challenge

First, invite two or three customers, employees, or family members to participate. Next, ask quick questions to discover how well they know each other.

For example:

• What is his favorite food?

• Which phrase does he always repeat?

• Which song reminds you of each other?

• Which gift would he genuinely like to receive?

• Who takes longer to answer messages on WhatsApp?

• What was the last activity you did together?

Then, edit the answers into a dynamic Reel. Moreover, show the reactions when their answers do not match.

Required Resources

A simple version can use:

• a smartphone;

• a quiet space;

• a window or basic lighting;

• two chairs;

• printed questions;

• a free editing app;

• products from the company itself;

• image-use authorization.

Therefore, the campaign can generate several pieces of content from a single recording. For example, the company can produce one main Reel, three shorter clips, photographs, and a sequence of Stories.

Adaptations for Different Businesses

How Can You Keep the Campaign Professional?

First, prepare the questions before recording. Moreover, choose an environment that matches the company’s visual identity.

Next, keep the videos short and preserve spontaneous responses. Finally, include the campaign’s name and a clear call to action related to the offer.

5. Work With Celebrities or Content Creators

Finally, influencer marketing can connect the brand with existing communities. However, the company does not need to hire a nationally recognized celebrity to use this strategy.

On the contrary, small businesses can work with local creators, well-known customers in the region, or professionals who share the same target audience.

Reference Campaign: Havaianas’ 2026 Father’s Day Campaign

In 2026, Havaianas brought together Marcello Novaes and his sons, Pedro and Diogo. Moreover, the brand included singer João Gomes, father of Jorge and Joaquim, in the campaign’s content. Read the Propmark article.

On social media, Marcello Novaes and his sons participated in a lighthearted video recorded by the family itself. Meanwhile, João Gomes appeared in photographs and Stories with product suggestions for the occasion. Read the Propmark article.

Therefore, the campaign combined family stories, entertainment, and product presentation. Moreover, the execution showed that influencer content can preserve each participant’s natural style.

Campaign reference:

• Learn about Havaianas’ campaign on Propmark

“We aim to celebrate the simple moments that are part of family life.”
Juliana Soncini, Havaianas’ Latam Marketing Director. Source: Propmark

How Should You Choose a Creator for the Campaign?

First, analyze the connection between the creator’s content and the company’s offer. After all, follower count does not guarantee that the audience will be interested in the product.

Moreover, evaluate:

1. The city where the followers are located.

2. The audience’s predominant age group.

3. The frequency of publications.

4. The quality of the comments.

5. The results of previous partnerships.

6. The compatibility between the creator and the brand.

7. The ability to produce natural content.

Consequently, a creator with 5,000 followers in the same city may generate better results for a restaurant than a national profile with hundreds of thousands.

Formats for a Local Partnership

The brand can invite the creator to:

• choose a gift for their own father;

• try a special menu;

• record a challenge between generations;

• assemble a kit within a fixed budget;

• tell a story about their father figure;

• present a preparation routine for the occasion;

• offer a promotional code;

• visit the establishment with their family.

Moreover, the company should request content that the creator would publish naturally. Therefore, the initiative preserves the language that already connects the influencer with their community.

Example of a Micro-Influencer Campaign

Business: Local restaurant.

Creator: Local food content profile.

Content: The creator takes their father to try a special menu and attempts to guess which dish he will choose.

Offer: Advance reservation with a shared dessert.

Measurement: Reservations using the creator’s code, WhatsApp clicks, and messages received.

Precautions With Influencer Advertising

First, the partnership needs to clearly disclose its advertising nature. Therefore, the content should use labels such as “advertisement,” “paid partnership,” or another appropriate disclosure.

Moreover, the company should agree in advance on deliverables, deadlines, usage rights, revision limits, and performance metrics. Therefore, both parties understand their responsibilities before publication.

Which Campaign Should You Choose for Father’s Day 2026?

First, the company should consider its main objective. After all, each idea can generate a different result.

However, the brand can also combine two formats. For example, it can produce an emotional video with customers and invite a local creator to present the initiative.

Similarly, a humorous campaign can end with a commercial offer. Therefore, the company keeps the entertainment value without abandoning its sales objective.

How Can You Plan the Campaign Before August 9?

Since Father’s Day 2026 will take place on August 9, companies need to organize a direct and objective campaign. Learn more about the date.

First Stage: Present the Concept

First, publish the main video or campaign announcement. Moreover, explain the theme and encourage the audience to participate.

Second Stage: Show Products and Experiences

Next, present prices, options, menus, schedules, and conditions. Therefore, the audience understands how to participate or purchase.

Third Stage: Use Stories and Social Proof

Then, publish testimonials, behind-the-scenes content, creator posts, and customer responses. Consequently, these publications increase trust in the offer.

Fourth Stage: Create Urgency

Finally, communicate remaining appointment times, delivery deadlines, and stock limits. However, use only real conditions to avoid creating artificial urgency.

What Does a Campaign Need to Generate Sales?

First, the content needs to explain what the company offers. Moreover, it should clarify how the customer can purchase, reserve, or hire the service.

Therefore, every campaign needs to answer:

• What is the offer?

• Who was it created for?

• What is the price?

• Until when will it be available?

• How can the customer purchase it?

• Is there limited stock or availability?

• Does the company offer delivery?

• Where does the service take place?

However, the company does not need to include all this information in the main video. Instead, it can use the caption, Stories, a dedicated page, or WhatsApp.

A Father’s Day Campaign Does Not Need to Focus Only on Gifts

Moreover, service businesses can also use the occasion. After all, audiences can give experiences, shared moments, or care as gifts.

For example:

Therefore, the company can sell an experience even when it does not offer a product traditionally associated with the occasion.

Avoid a Limited Representation of Fatherhood

Finally, brands need to recognize that families have different structures. Therefore, the campaign can include biological fathers, adoptive fathers, stepfathers, grandfathers, uncles, and other father figures.

Moreover, the company should avoid messages that pressure people who have difficult relationships or who have lost their fathers. Therefore, one option is to allow customers to reduce or disable communications related to the occasion.

Consequently, more thoughtful language increases identification without weakening the campaign.

Conclusion

In summary, brands can develop Father’s Day 2026 campaigns with different levels of investment. To achieve this, they can create a concept, use humor, tell real stories, involve employees, or work with content creators.

However, no reference should be copied in full. On the contrary, the company needs to adapt the strategy to its own personality, audience, and available resources.

Moreover, a strong campaign should connect awareness, trust, and conversion. Therefore, the content attracts attention, the story brings the audience closer, and the offer makes purchasing easier.

Finally, Intellux helps small businesses turn ideas into more strategic campaigns. Therefore, brands can use commemorative dates to strengthen their digital presence, engage customers, and generate new sales opportunities.