Did Jet2 Meme to go Vital? 🛩️
Fiona van Iersel
MSc Marketing — King's College London
Module: Digital Marketing (7QQMO512X)
Date: 12 September 2025
https://keats.kcl.ac.uk/mod/forum/discuss.php?d=767833

Did Jet2 Meme to go Vital? 🛩️
Submitted: 12 September 2025 12:43 PM

The Jet2 “Nothing beats a Jet2 holiday” meme in 2025 feels like it slipped out of the brand’s control but somehow turned into a win. The jingle was catchy, and once TikTok users slapped it over clips of rainy beaches, chaotic airports, and kids screaming on flights, it became hilarious. That checks the box of being vivid and entertaining (Lin, Swarna and Bruning (2017) list).

Jet2 barely lifted a finger. It was like the campaign was running while they were asleep. They ended up with millions of people pushing their brand for them. TikTok alone saw more than a million and a half videos using the sound, and then mainstream media jumped on it too. That’s exponentially growing exposure money usually can’t buy.

Now sure, it makes Jet2 look cheap. The whole meme positions them as the bargain-bin holiday option. But that actually works in their favor. People love a good deal, and the meme basically is about “affordable holidays” And it had immense reach. It put Jet2 exactly where their target market lives and that’s extensive (Lin, Swarna and Bruning, 2017).

Jet2’s campaign covers many of the checklist items: vivid, entertaining, interactive, and personalized. Its biggest strength is in embracing user-driven interaction and irony. On the flip side, the ambiguity and controversial nature may risk alienating some, especially in contexts or cultures less comfortable with self-deprecation or parody but Brits love it so “Book now with Jet2holidays.”



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