We’re back with Part 2 of our round-up of the brand responses that moved us both personally and professionally in recent weeks. Have a read and let us know what you think — did we feature any of your favourites? Drop us a line and let us know. We’d love to chat!
TESCO – FOOD LOVE STORIES
Tesco is asking customers to film and dedicate their own Food Love Story and share it on social media. It’s everyday people showing us the food they love to make — for the people they love. Tesco has been doing this for quite a while, but the specific Covid-19 adverts are more touching as we see people turning to food and cooking to bring them closer to their loved ones virtually, for example making Grandma’s favourite roast dinner, but having her talk you through it step by step. Tesco’s motto is ‘Every little helps,’ and in this case, it’s Grandma’s help over a great distance.
The Tesco Food Love Story adverts really get me. Every time I see it on TV, I get so emotional. It makes me miss my people, and realise the little things we have taken for granted in the past, and makes me wonder if we will ever get them back. I can’t wait to share a family meal together!
ALYSSA, CREATIVE DESIGN
THE BODY SHOP – #isolatednotalone
The Body Shop has teamed up with global partner NO MORE and UK WOMEN’S AID to combat domestic violence, which has increased since the UK began lockdown on the 23rd of March 2020. By ‘increasing awareness, inspiring action and fuelling culture change to keep women and girls safe,’ they have encouraged the use of the hashtag #isolatednotalone across social platforms, with the aim of directing those who are experiencing or suspect domestic violence to their website, which provides lots of valuable information and advice for those who need it now more than ever.
I love how this campaign is bold, selfless and unapologetic about its message, it’s quite a brave thing to do! When I heard that they were rallying their troops to help during the pandemic, I wasn’t surprised. For a company that puts so much care and thought into their products, from cruelty free ingredients to pioneering fair trade in the beauty industry, they truly do live up to their motto of ‘business can be fun, conducted with love and a powerful force for good.’
BECCA, CLIENT SERVICES
LEON – FEED NHS
I have always been a fan of LEON. I love their food, but I also love what they represent and the greater good that is at the heart of everything they do. I especially admire their founder and CEO John Vincent for the role that he played in setting up the School Food Plan, which is close to my heart as the previous Marketing & Food Development Director for Chartwells (the education catering arm of Compass Group UK & Ireland) and as a mum of a 9-year-old daughter.
His vision for the school plan was about good food and happiness, and in turn improving the academic performance and general health of children. It’s been at the heart of how school food has evolved over the last 7 years, so in light of COVID-19, I had expected LEON to evolve and adapt quickly — and they did. At the heart of their plan was a goal to support the wellbeing of their teams, give guests what they needed and protect jobs immediately and in the future. Naturally, they also wanted to help the most vulnerable and the NHS workers who are fighting tirelessly to save lives in this crisis. So, they launched FEED NHS and raised over £1m in just 2 weeks, offering a 50% discount to NHS workers and turning some of their closed restaurants into kitchens dedicated to feeding them. They turned their shops into well… shops — selling groceries, hand sanitizer and provisions. They launched FEED Britain, an e-commerce site with a focus on fresh produce, BBQ boxes and meal kits, created to deliver food to people struggling to access it, support farmers, suppliers and wholesalers, and feed even more NHS workers. They pledged 100% of its profits to #feednhs. And as if it couldn’t get any better, John kept that personal touch by making his email address readily available via social for anyone who needed support (guests, NHS workers or local businesses), or had creative ideas that LEON could adopt as the situation evolved. Well done, LEON!
TIME OUT – TIME IN
In response to the coronavirus crisis, Time Out has rebranded to Time In. This changed reality is feeding through to editorials which now champion entertainment avenues that land closer to home, such as ‘the best takeout and delivery restaurants’ and ‘the 40 best movies on Netflix right now.’
I think this is a great demonstration of a 100% ‘outdoor’ brand pivoting to indoor, and giving people fun ways to keep themselves entertained in lockdown. It supports hospitality businesses by communicating how customers can still order from their favourite places, or even try something new. It was a really clever responsive rebrand, while still delivering on everyone’s interests; the latest boxsets, online fitness classes, live events to stream, or iconic historical concerts to enjoy from home — all in the name of keeping upbeat in the face of a scary time for their sector.
ANNALIESE, CLIENT SERVICES
BLOOM AND WILD – THE THOUGHTFUL MARKETING MOVEMENT
Bloom and Wild have stayed true to their ‘Thoughtful Marketing’ initiative during the pandemic. if you haven’t heard of it, Bloom and Wild have a whole section on their website dedicated to thoughtful marketing, for example, not bombarding people with Mother’s Day marketing because for a variety of reasons this might upset people unable to celebrate with their mothers. They’ve stayed to true to this by asking their community to do simple things to improve someone else’s day, such as sending a text to a friend you haven’t spoken to in a while. Super simple, but it reminded me to stop, take stock and do something for someone else. This is just one of the things they did, with others including discounts for key workers.
On the florist point, something that I absolutely loved was that my local florist in Dorking had flowers that were dying (due to people not going into the shop and buying them), so they decided to arrange them and leave bouquets around the town on benches and doorsteps to improve the days of those who found them. Their selfless act really brought a smile to my face, and it appears lots of smaller florists were doing the same. Lovely to see!
NICOLE, CREATIVE DESIGN