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 Amazon’s Treasure Truck, Nike’s Pro Hijab, Ryvita’s new packaging, Co-op’s food waste crackdown and much more! So, let’s get started…
A campaign in Japan called “Second Life Fashion” looks at rejuvenating old clothes as one-of-a-kind pieces. The campaign takes old clothes which have been damaged and combines them with other clothing to create brand new bespoke pieces. The user simply sends images of the clothing items to the company and once they have confirmed that they can repair the pieces, the customer sends them in to be transformed. The service is free to anyone across the globe, although you have to cover your own shipping costs. Whilst this may seem like a strange or daft campaign, it actually has a far more serious side, it is designed to raise awareness for organ donation. It is hoped that through the project, people will begin to think about organ donation and it “aims to spread the understanding of organ transplant through fashion”. Green Ribbon, the organ group behind the campaign, is not new to this as last year it ran a similar campaign in which soft toys were transplanted rather than clothes.
We love the idea of this campaign, the quirky nature of the initiative gets lots of coverage and is a great way of generating awareness for organ donation.
Amazon’s Treasure Truck
Amazon is bringing its Treasure Truck idea over from the USA to the UK this month. The truck will initially visit London and Manchester, but will continue its tour across the country visiting other destinations along the way. The truck has different products on board at heavily discounted prices, with consumers needing to use their Amazon app to secure the deal before choosing a convenient time and location to pick up their purchase from the truck. James Quick, head of Treasure Truck has said: “we all remember the sense of excitement we felt as children when we heard the jingle of the ice-cream van, and we hope to bring that same feeling with the Treasure Truck.”
Co-op to sell food past its best before date
Supermarket chain Co-op has announced that it will begin to sell food past its ‘best before’ date in an attempt to reduce the amount of food that goes to waste. Shoppers at Co-op’s 125 East of England stores will be able to buy a range of tinned goods (e.g. beans and fruit) and dried food (e.g. pasta and crisps) for 10p after they have passed their best before date. The campaign will run with the slogan “Don’t be a binner. Have it for dinner!” Many people throw away food which is still perfectly safe to eat as it is no longer inside the best before date, it is estimated that 7 million tons of food is thrown away each year, the majority of which could have been eaten.
Frozen food brand McCain is creating a pop up restaurant dedicated to roast dinners. The pop up is imaginatively titled the ‘Roastaurant’ and will feature a choice of more than 100,000 combinations. The idea has been designed to celebrate the diversity of the roast dinner and will be set up at the Old Truman Brewery. There will also be a ‘gravy microbrewery’ and a six-metre square roast potato platter. If you want to enjoy the Roastaurant then you will need to be quick, as it is only available this coming weekend, Friday 8th – Sunday 10th December.
We love the sound of the Roastaurant, what do you think?
Subway’s mission to fight global hunger
Subway donated a total of 13.3 million meals to charities around the world as part of its campaign to fight global hunger on World Sandwich Day. As well as donating millions of meals to charity, Subway also noticed an increase in sales of up to 20% across the 40,000 participating stores in 60 countries. Subway Australia’s senior marketing manager Kate Brody has said that the campaign ‘also aimed to demonstrate the global brand’s commitment to support local communities’. She also noted “Live Feed was more than a free sandwich on World Sandwich Day; it was an opportunity to help feed people in need through local charities around the globe”. This was the brand’s first globally activated campaign and it plans to make it an annual event ‘to help demonstrate the brand’s values and purpose’.
Pret to double the discount on reusable cups?
Clive Schlee, chief executive of Pret a Manger has suggested that it may double the discount received on reusable coffee cups. Schlee Tweeted “we’re thinking of increasing the discount for bringing your own cup from 25p to 50p” and also added that he wanted to hear the thoughts of customers on how the food-on-the-go outlet could encourage more customers to bring reusable coffee cups to Pret. This isn’t the first time that the chief executive has floated ideas on Twitter, so whether the double discount actually comes into effect or not will remain to be seen.
Ryvita launches new packaging design
Ryvita is launching a new packaging design as it looks to reflect the brand’s positive take on health and consumers’ desire to eat more healthy food. The new design is full of bold and vibrant colours and ‘dynamic imagery’ as it attempts to move the brand away from a diet food to a ‘delicious crunchy rye bread packed with nutritious goodness.’ The new packaging has been aimed at health-conscious women and focuses more on what is inside the pack, as opposed to old Ryvita packaging focusing on what isn’t inside. Senior brand manager at Ryvita, Mia Hartwell has said: “we are incredibly excited to see our bold and vibrant new pack design hit the shelves” and that it has “brought to life ‘Rye Goodness’ that is intrinsic to every slice of Ryvita Crispbread.”
Months after making the headlines for announcing that it would release a sports hijab designed specifically for female Muslim athletes, the brand has made the product available for purchase. The product will be available to buy on Nike’s US website as from Thursday and will come in two sizes (XS/S and M/L) and will sell for $35. What the takeup will be like for the Nike Pro Hijab will remain to be seen, as many people have questioned whether it commercialises religion whilst others have welcomed the move stating that it means that female Muslim athletes are finally being recognised and their needs represented.
Don’t forget to check out next week’s #MontageMashup, right here on the blog!