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 Burger King’s failed Google Home ad, some of the top Easter ads this year, a Creme Egg pizza PR stunt and more! So, let’s get started…
Top Easter ad campaigns of 2017
Hotel Chocolat’s levitating Easter egg
Hotel Chocolat’s Easter campaign featured a giant levitating chocolate Easter egg. The floating egg appeared at various tourist spots around the UK, including Somerset’s Wookey Hole and Snowdonia National Park in Wales.
Weighing in at just under 20 kilos this chocolate giant was 50 times larger than your typical Easter egg.
To create online interest in the stunt, consumers were invited to guess the different locations on an online Easter egg hunt, with winners receiving tasty Hotel Chocolat Easter treats. CEO of Hotel Chocolat, Angus Thirwell said “we are constantly striving to be innovative with our creations and have fun with chocolate, and there is no better time to get creative than at Easter time.”
What we want to know is who got to eat their way through the 20-kilo eggstravaganza?
Image: Hotel Chocolat
The ‘So White Project’
The #EasterSOwhite campaign followed on from last December’s #ChristmasSOwhite.
The campaign was launched to encourage greater diversity when it comes to stock imagery for Christmas. The Christmas campaign saw an increase in the number of images of black and ethnic minority families unpacking presents and enjoying the festivities.
Partnering with Getty Images the group continued its good works and created a range of fab images of diverse families celebrating together, and enjoying Easter egg hunts.
Here’s hoping that before too long such campaigns won’t be necessary and stock imagery shots reflect everyone in equal measure.
Wickes’ ‘do it later’
Wickes took a surprising move for its Easter campaign with the ‘The Buy Now, Do It Later Sale.’
Typically, the Easter weekend is known as a great opportunity to start a DIY project and the long weekend is one of the busiest times of the year for the DIY superstores. Using research it commissioned Wickes has found that ‘85% of home improvers start a project over a bank holiday weekend, but only half ever actually finish it.’
The campaign still encouraged people to shop in-store or online over the Easter break, but then gave them permission to behave as they would ordinarily, giving the DIY brand a caring persona. Very clever we say.
Sainsbury’s ‘Ultimate Egg Rolling Machine’
This Easter, Sainsbury’s teamed up with British inventor, Tom Lawton. The #nevergrowingup campaign aimed to inspire children to do something different this Easter and encouraged them to “never grow up”. Featuring a video with Lawton and his sons making an ‘Ultimate Egg Rolling Machine’, the video was shared on the supermarket’s social media channels along with an exclusive how-to video featuring all Tom’s secret egg rolling tips and tricks. As Sainsbury’s said: “cracking”.
— Sainsbury’s (@sainsburys) April 13, 2017
Burger King’s ‘Connected Whopper’
Keen to try something different in its latest advertising campaign, Burger King attempted to make use of voice-activated assistants.
The ad for its signature Whopper burger featured an employee holding the burger and saying “You’re watching a 15-second Burger King ad, which is unfortunately not enough time to explain all the fresh ingredients in the Whopper Sandwich. But I’ve got an idea… OK, Google, what is the Whopper burger?”
The aim of the ad was to set off any voice-controlled Google Home assistant or Android search, which would then read out the entry from Wikipedia. Unfortunately for Burger King, people began altering the Wikipedia page, so when it was reading out the ingredients it included items such as cyanide, rat meat and toenail clippings!
Oops! Even the big brands can get it wrong, so is it back to the drawing board for this concept?
Coca-Cola to pull Life brand
Failing sales figures will see Coca-Cola pulling its ‘Life’ brand from this June. Coca-Cola Life accounts for less than 1% of the company’s sales and has never really taken off since its launch in 2014.
Figures show that volume sales of the drink fell by 73.1% during the year to 18 March 2017, with a drop of 74.6% in terms of value, during the same period volume sales of Coca-Cola Zero Sugar increased by 81.2% and value sales by 56.6%. Coca-Cola has said that ‘now is the right time to phase out the Life brand in order to make a clearer distinction between its sugar and sugar-free options.’
Image CC: Mike Mozart
McDonald’s goes bold with unbranded advert
McDonald’s has taken a bold move in the USA with the introduction of a new ad which doesn’t mention the brand once. The ad simply urges viewers to search for ‘that place where Coke tastes so good’, resulting in search drives mentioning McDonald’s and a hub promoting the videos.
The ads started running on TV in the US last week and McDonald’s US chief marketing officer, Deborah Wahl, has said ‘the work reflected how young people are discovering information…They are very influenced by word of mouth and what their peers say.’
We’re ending this week on a PR stunt from Deliveroo and Crust Bros (a pizza takeaway in Camberwell, London). The two teamed up to bring a sweet take on the Fiorentina pizza, or Fior-egg-tina as it was imaginatively called. The traditional key ingredients (tomato, mozzarella, spinach and egg) were replaced by ‘a strawberry base, mascarpone and mint, topped with oozing Creme Eggs with a Creme Egg centre.‘
The pizza was only available to those in South London, exclusively through Deliveroo in the week up to the Easter weekend. Not for everyone, we reckon, but it definitely got people talking!
Don’t forget to check out next week’s #MontageMashup, right here on the blog!