“Nothing beats a Jet2 holiday” – You’ve probably heard it by now on TikTok, X or Instagram.
I first heard it on Instagram then learnt about its TikTok origins. I was keen to learn more. Now I learnt that it has ventured to LinkedIn. The question I asked myself is “how did a holiday jingle from a budget airline become a full-on social media trend?”
“Nothing beats a Jet2 holiday” – How It All Started
Jet2 is using the line “Nothing beats a Jet2 holiday” in their ads for a while. I saw it on UK television 100s of times as an advert. Nothing odd or strange about it. Jet2 have it currently pinned on their TikTok account. No surprize there then.
But things shifted when people began using the soundtrack in social media. It started on TikTok. Where else? A lot of trends start there. In fact, I track new trends via a TikTok widget on my mobile device. In this case creators used the song over videos of themselves escaping bad weather, having suitcase issues, or just having lots of fun on a beach somewhere.
Questions are being asked world-wide about what or who Jet2 is. I saw one of those questions in Reddit.
The Effect on Jet2’s Brand?
The viral social media meme gave Jet2 massive financial boosts.
- Revenue climbing to £5.3 billion
- 750,000 new passengers in 2025
- 80 billion views for the “nothing beats a jet2 holiday” campaign
- The airline increased its interim dividend by 2% to 4.5p, signalling confidence in continued momentum.
In the main there is good brand awareness for the Jet2 brand as well:
- Increased visibility, especially among younger audiences on TikTok and Instagram.
- Massive earned media — people promoting the brand without being paid.
- A strong emotional association with happiness, fun, and freedom.
Should Brands Jump on Trends Like This?
If you’re a marketer watching from the sidelines, the big question is:
Should we try something like this?
The answer: Yes — but only if it fits.
- Make it simple. Trends catch on when people can join in easily.
- Sound is powerful. A catchy audio clip spreads faster than a slogan on a banner.
- Let go a little. Jet2 didn’t control the trend. They let people make it their own.
- Be ready to respond. If your jingle takes off, interact with the content, remix it, and celebrate the creators.
- Make sure that you align the content and approach to your strategic goals
Jet2’s viral success wasn’t just luck. It was a well-built brand asset that found its moment. Social media gave it wings.
