Marketing That Mattered in May
Burger King vs. McDonalds
Earlier in the month Burger King released a print campaign which took a pop at rival McDonalds by encouraging parents to give their child a clown-free birthday.
The ads are all variant of a child looking sad whilst sat on the lap of the recognisable Ronald McDonald. The tagline that went with the ads is ‘Birthdays should be happy. Come to Burger King and book a clown-free party.’
“Burger King knows that birthdays are a very big deal for kids and we believe they should be fun and clown-free. We prefer to be on the good side of children’s memories not the scary ones, like the traumatized kids in these ads,” – Marcelo Pascoa, head of global marketing for Burger King.
I Love You Bacon Burger
KFC are probably painfully aware that lots of the population are now steering towards meat free alternatives. However, they have decided to be playful with the vegan movement by releasing their meatiest burger ever – the ‘I Love You Bacon Burger’.
‘Bad timing never tasted so good’ leads the campaign and jokes on the fact that the release of this burger at a time when people are less carnivorous than ever probably isn’t the best idea they’ve ever had – or is it?
KFC are inviting their customers to just try their burger before they cross over to the vegan side and become part of ‘year of the vegan’.
Their OOH team have been clever in the placement of the ads too, they’ve cheekily chosen to place the ads in close proximity to Greggs stores i.e. the home of the vegan sausage roll. The ad copy reads ‘Vegan sausage it ain’t’ and ‘try one before you turn vegan’.
Hellmans, the restaurant with no food
Millions of meals go to waste every year because we all think we’ve got ‘nothing to eat’. We’re all guilty of opening our fridge and seeing ingredients that have been half used and near their end of life. But are they?
Hellmans wanted to prove to people that that food we think is useless can still be used to make delicious meals, so they opened the Restaurant With No Food. They invited people to bring whatever was left in their fridge along to the restaurant in reusable bags which they provided. Chefs then transformed peoples left over ingredients into 5-star meals proving how Hellmans can combine almost anything. Instead of their bill, the diners were given a recipe of the meal that was made from their leftovers.
Following this a video of every dish was created which gave them heaps of social content for the rest of the year! It also resulted in famous foodies wanting to get in on the action.
Ikea (He)art scanner
For the past 5 years Ikea has developed and debuted its “Art Collection” which features a series of products which have been collaborated in design with famous and up coming artists and designers. These items inevitably end up on Ebay having been bought by opportunists who want to see how much profit they can make.
This year the collection was made up of a series of rugs. However this year only people who truly loved the pieces were able to buy them.
A campaign run by Ogilvy Social Lab in Brussels, they created the He(art) Scanner which tracked shoppers brainwaves and heart rates as they walked around the exhibition and observed each rug. If the scanner saw that shopper was excited or saw a sense of love towards that product they were given the option to purchase that rug. If not, they were sent along to the next piece.
Gillette – First Shave
Gillette’s new ad has been praised for its ground-breaking nature that focuses on a father teaching his transgender son how to shave for the first time.
It follows artist Samson Bonkeabantu Brown and his actual father as they experience a significant moment in their lives.
The advert is part of Gillette’s #MyBestSelf campaign. The opening scene shows Brown sitting on a sofa with his father as he says: ‘Growing up, I was always trying to figure out what kind of man I wanted to become and I’m still trying to figure out what kind of man that I want to become.’ Brown is then shown shaving as his father reassures him, saying ‘Don’t be scared. Shaving is about being confident.
Smallest McDonald’s in the World
This McDonald’s doesn’t serve chicken nuggets, milkshakes or Big Macs. The only thing you’ll be getting served here is honey. Yes honey. That’s because this McDonald’s is actually a beehive.
Some of the McDonald’s restaurants in Sweden have beehives on their rooftops. The initiative started out locally with one franchise but is now growing and already have five joined. Bee populations have been declining worldwide and this is McDonald’s way of helping to keep pollinators pollinating.
Nord DDB has created what probably could be the world’s smallest McDonald’s – a fully functioning beehive called McHive. The bees enter the hive through the main entrance and the restaurant also has a McDrive and seating outdoors. It was sold to a franchisee for over $10,000.