The Marketing Week - 19/7/2013
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
CAMPAIGN OF THE WEEK
This weekend Tesco is launching a major campaign to highlight the quality and provenance of its fresh food.
The ‘Love Every Mouthful’ campaign comes six months after the horsemeat scandal that dented trust and sales across the supermarket sector.
Part of the campaign has been crowdsourced from Tesco staff, who have been sharing their favourite meals and what they grow in their gardens. Some staff feature in the advertising campaign, along with Tesco suppliers.
GOOD WEEK FOR…
Football League chiefs will be breathing a sigh of relief. In signing a five-year deal with Sky Bet they have saved themselves the indignity of starting the new season without a title sponsor. It has been a long and troubled search, B&Q pulled out at the 11th hour in May, but despite reports the value of the agreement is less than the one enjoyed with previous backer npower, it is a job well done. For Sky Bet too, it offers the opportunity to raise awareness of its product portfolio to millions of natural constituents and for a lot less money than a major ad drive.
BAD WEEK FOR…
The Government has come under fire this week after its plans to introduce a minimum price per unit of alcohol and ban multi-buy promotions were shelved. David Cameron took the heat, arguing that there is insufficient evidence to know whether either would reduce levels of excessive drinking. A similar justification was offered last week when plain packaging for cigarettes proposals were nixed.
The u-turn on minimum pricing was met with ire from public health campaigners and also prompted Cancer Research, the Faculty of Public Health and UK Health Forum to withdraw from the alcohol network of the Government’s responsibility deal with brands and charities.
Although the call was praised by the alcohol industry, which has always argued minimum pricing penalises responsible drinkers more than it reduces health harms, it does leave the Tories open to accusations they operate in the interests of business and not the public’s health. A problem as the party looks to convince voters it is on their side.
It’s bye-bye Colonel Sanders for KFC in the US as the fried chicken kingpin chain axes its founder’s logo from its newest store in favour of a more upmarket vibe. The brand is opening a restaurant dubbed “KFC Eleven” in Louisville, Kentucky that will serve healthier fare such as flatbreads, rice bowls, salads and only boneless pieces of chicken. The company’s famous bespectacled, white bearded mascot will not feature however, with the brand claiming it wants to appeal to a wider audience, particularly women.
ONE TO WATCH
Lynx is looking to be the centre of holiday banter this summer with its latest creation. The brand, in partnership with TMW, has launched an app to help lads “Get Le Girl” by offering up a series of chat-up line translations to help users master the native tongue wherever they are in Europe. Users can also take part in a chat-up challenge with friends that’s sure to separate the hommes from the chicos. The app is being supported by an online video (see above) and social media activity.
TWEETS OF THE WEEK
Gordon Lott, MD of HS&E ignition
@gordonlott Good cause mkting by Castle backing ‘Save the Rhino’ on cans. Too few drinks brands touch environment space pic.twitter.com/x2V01192c5
Charlie Brooks, Nike PR Director
@charliebhoy72 Premier League millionaire Papiss Cisse joining a proud history of socialist footballers in the Wonga row - Socrates…and…um…..
Carl Martin, Mobile + Digital Partnerships marketing at Burberry
@carlmartin Nokia sold more Windows Phone Lumias last quarter, than Blackberry sold total phones. OUCH BB. OUCH
Alex Balfour, former LOCOG London 2012 head of new media and recently appointed chief digital officer at The Engine Group
@AlexBalfour2012 Big project phases: euphoria, disenchantment, search for guilty, persecution of innocent, completion, glorification of uninvolved…
James Paterson, PR and social media campaigns manager at O2
@HelloJP I have the same car as my CEO! Well, @ronandunneo2 has a Bentley and me a Vauxhall. But both convertibles, so mostly identical.
Bruce Daisley, Twitter UK director
@brucedaisley You can’t please them all. We hosted a #TwitterFootball event tonight. Engaging chats from funny people. Someone just asked for more charts.
Dr Leah Totton, Apprentice 2013 winner, leaves door open to possible brand extensions.
@DrLeahTotton “@BroganFoster: So happy @DrLeahTotton won! Really hope she launches a line of cosmetics too, her makeup always looks flawless.”<aww thank u
Dates for the Diary
21 July The 100th Tour de France culminates, with Briton Chris Froome hoping to match Sir Bradley Wiggins’ victory last year and reap the sponsorship spoils.
23 July Apple will post its third quarter results. Without any major product announcements in the last quarter, sales are likely to be down quarter on quarter as it gears up to unveil its next hero device.
24 July After kicking off an education drive for marketers and agencies earlier this week about its mobile user base, Facebook will reveal its latest quarterly figures - which are likely to trumpet the success of its mobile advertising offer.