With the end of the pandemic now (almost) in sight, it’s a good time to reflect. Great achievement is usually born of great struggle, and this has never rung truer than for PRs everywhere, adapting to the world of remote pitching and brainstorming, writes Fleet Street Communications Account Manager, Emily Burnett.
As an agency full of industry-leading creative minds and all-round great people, we thought it only fair to give props where they’re due. With this in mind, we’ve chosen 5 of our favourite PR campaigns born during the pandemic…
Weetabix x Heinz
It was the social media campaign that sent the internet into a frenzy, and saw endless brands (and even the NHS and West Yorkshire Police Twitter pages!) jump on the bandwagon – and even the creation of the #WeetabeanzChallenge. Social media managers everywhere jumped at the opportunity to come up with the ultimate trolling response, but Weetabix and Heinz had the last laugh, with the initial tweet receiving 106.5k retweets and 133.8k likes! So simple, so effective, SO gross.
We know what you’re thinking… huh? But stick with it, because this was absolute hijacking genius. With the iconic 90s curtain bangs making a comeback for Gen Zedders, McDonald’s Sweden saw an opportunity to utilise the growing trend… by launching the Golden M Barber Shop! Staffan Ekstam, Marketing Director at McDonald’s Sweden, said: “When we realised that people were wearing our Golden Arches, we had to act. We started the M Barber Shop not only to guard our Golden M, but also to claim it once and for all.” Safe to say the shop was a hit, and after just two hours it was booked out. Amazing.
Last summer saw KFC drop its iconic slogan overnight, blurring out ‘Finger Lickin’, and leaving imaginations to run wild. In light of Covid regs and guidance to keep hands clean at all times, the marketing team at KFC decided that recommending ‘finger lickin’ just wasn’t quite right. As a result, a bucket load of PR coverage landed. We even saw billboards add disclaimers, as well as the launch of a new advert on its YouTube channel which garnered over 1.2m views.
Dynamite. Love it. Hate it. Be careful with it.
This explosive campaign from Marmite in February this year saw the launch of its chilli infused spread gain thousands of likes across IG and Twitter. Now, this campaign was already great in our opinion, but you KNOW you’ve smashed it (pardon the pun) when you get other brands piggybacking on your content! The smart and witty response from Autoglass was PR gold, and we absolutely loved it.
Yorkshire Tea and the Socially Distanced Teapot
While this might sound like a dodgy Harry Potter spin-off, it’s so much more. We know how difficult it can be to maintain social distancing in the workplace, before you even concentrate on the important things, like water cooler chat and tea making etiquette. Yorkshire Tea came up with the perfect solution back in September 2020, with the creation of the (quite frankly) hilarious teapot. The ad, which gained 139.7k views online, provided us with a much-needed laugh and we thank the marketing team at Yorkshire Tea for it!