Hello… welcome to our latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at Jonh Lewis’ new gender neutral clothing line for kids, Starbucks’ price cuts to help tackle food waste, O2‘s broken billboards and more! So, let’s get started…
Starbucks’ plans to tackle food waste
Starbucks has announced plans which are designed to tackle the issue of the amount of food that is currently going to waste. Under the new plans, Starbucks will slash the price of food which is close to its expiry date, with 350 of its stores reducing prices by 50% in their last hour of trading. All profit from the sales of these reduced items will be donated to the Action Against Hunger charity, which works to support malnourished children worldwide. Starbucks has already trialled the plan in a number of stores in Manchester earlier in the year, with £1,500 being raised and donated to Action Against Hunger in an 11-week period. Head of communications at Starbucks said “we’re proud to have developed a programme that will deliver for the long term” whilst Action Against Hunger director of fundraising and communications, Matt White said: “by working together with Starbucks and their customers we aim to reduce food waste while raising money to save children’s lives.”
John Lewis’ gender neutral clothing for kids
John Lewis has gone against its normal traditions and has announced it is to scrap separate clothing lines for boys and girls. The plan comes in response to campaigners calling for an end to gender stereotyping. Instead of having separate clothes aimed at either boys or girls, the retailer will have a single clothing line labelled ‘boys and girls’ or ‘girls and boys’. The new clothing line aims to remove the ‘pressure on parents to purchase particular colours, patterns and styles for their children.’ Head of childrenswear at John Lewis, Caroline Bettis has said: “we do not want to reinforce gender stereotypes within our John Lewis collections and instead want to provide greater choice and variety to our customers so that the parent or child can choose what they would like to wear.”
O2‘s broken billboards campaign
Mobile network provider O2 has received plenty of attention on social media over the past few days thanks to its latest billboard campaign. The campaign has been launched to promote its new offer of free screen replacement on new phones and features a cracked screen effect and the billboard is also tilted at an angle to make it appear as though it has slipped. The billboards also feature prominent writing such as ‘Oops’ and ‘Nooooo’. There was initially some debate online as to whether the billboards were intentionally ‘broken’ or if it was an accident, but further tweets from O2 and billboard owner Primesight confirmed it was indeed all part of the campaign.
Shreddies axes ‘knitting nanas’
10 years after they first appeared on our TV screens it has been announced that Shreddies has axed its knitting nana characters. Instead, the next campaign will be family-oriented ‘Shreddie or Not?’. The knitting nana ads featured elderly women working in a factory hand knitting each individual Shreddie and as the campaign grew it linked up with Britains Got Talent and also included photos on the box of Shreddies of the nana who was supposed to have knitted the contents. The new ‘Shreddie or Not?’ campaign will cost £3.5m and will feature a split screen showing two scenarios as a dad goes about his daily routine. In one scenario, the dad starts the day with Shreddies and goes on to have a successful day, whilst in the other he does not eat Shreddies, is clumsy and ends with him being chased by an angry biker gang. Toby Baker, UK marketing director for Nestle Breakfast Cereals said: “the campaign was aimed at families in a way that will bring a smile to their face.”
We are ending this week on some interesting analysis by Amazon on cross-device shopping. In its findings, Amazon noted that among customers who research products on their smartphone, 35% would make a purchase from their phone whilst 37% would make the purchase in store. Whilst among those who research products on their laptop, 37% still make a purchase in store but 52% would make the purchase on their laptop. Whilst the number of people making purchases on mobile devices is increasing, the figure may appear lower as people could be simply researching the product whilst in store, meaning if they find out the info they want then they will inevitably make the purchase there and then in the store. Also interestingly 28% of people researching on smartphones will switch to a laptop whilst only 16% of those researching on a laptop will switch to a smartphone.
Don’t forget to check out next week’s #MontageMashup, right here on the blog!