Brand trends: The return of 'normality', health and safety & the increase of OOH
Brands across the UK have been focused on life after Freedom Day, the day when all restrictions were finally lifted. Suppliers and retailers have been able to implement more OOH campaigns now that people are going out again. However, the health and safety concerns that surround COVID-19 remain relevant in many current brand campaigns...
McDonald’s “Me time”
Leo Burnett
Last month McDonald’s launched a new brand platform called “Fancy a McDonald’s?” in which all words were ejected in favour of laughter.
McDonald's has released a follow-up to the campaign, where this time even laughter gets excluded as people embrace some quiet time.
The ad features a series of people attempting to block out the noise around them, including arguing families, bustling streets or even conversation with a friend.
Watch the ad
here
McDonald’s “#McSpicyDebate”
Leo Burnett
McDonald's is promoting the launch of the McSpicy burger with an interactive social media campaign.
The work plays on the subjectivity of how spicy
food can be, by encouraging people to take part in a #McSpicyDebate on social media.
Live results from Twitter polls will be displayed on digital panels around the country that will also show user-generated Tweets.
The campaign will also run on digital and other social media channels, and it will be supported by a 30-second TV ad, called "First bites”
Watch the ad here
IRN-BRU “The good, the bad and the orangey”
The Leith Agency
Drinks brand Irn-Bru is launching a new TV ad
shot remotely on a Western-style film set in Romania.
The ad shows cowboys arguing over their definition
of the taste of Irn-Bru, before agreeing that it just tastes magic.
The ad can also be viewed by scanning QR codes
on cans and bottles and will be supported on social media channels.
Watch the ad
here
Co-op “First day out”
Lucky Generals
Co-op is promoting its in-store recycling scheme for soft plastic, plastic bags and product wrapping with a new TV campaign by Lucky Generals.
The spot showcases the supermarket's recycling units, currently available at 1,500 stores, which is set to increase to 2,300 by November.
It debuted during a Coronation Street ad break on ITV and is part of a nationwide, multichannel campaign that will include digital, social, out of home and
in-store activations.
Watch the ad
here
Carex “Grab, squeeze and seize the moment”
Ambient Media / Kinetic
Hand-wash brand Carex is promoting a sanitiser product with an interactive sampling billboard.
The billboard, in London’s Southbank, offers free samples of on-the-go sanitiser, as well as the opportunity to win tickets to Merlin attractions including the London Eye.
It is part of a wider integrated marketing campaign by the brand encouraging consumers to "always carry Carex" sanitiser as pandemic restrictions are lifted.
Various Pubs “Get the vaccine”
Grey London
Creative agency Grey London has embarked on
a campaign encouraging pub-goers across the country to get vaccinated, via beer mats.
The beer mats carrying the vaccination message are being distributed to independent pubs that have lacked financial support during the pandemic and which see the vaccination programme as key to their business survival.
The mats carry the line "Get the vaccine when you can – keep the fun flowing" and feature common beer brand symbolism, such as German fonts, ribbons and coats of arms.
Greggs “Available everywhere, enjoyed anywhere”
Drummond Central
Greggs is promoting its 'food-on-the-go' status with a new OOH campaign, with a cheeky nod
to everyone suddenly promoting their outside dining areas in the summer.
The work is a reminder of the brand's widespread high-street presence and its takeaway, portable nature. It’s always been food that fits in with how people live, and that wherever you might be, you’re never that far away from a Greggs.
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