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Brand trends: Sustainability, quick delivery & self-care

Thu, 02 Sep 2021 13:19:31 GMT

As people become more concerned about current environmental issues, brands across the UK are continuing to focus on sustainability. Suppliers have also adapted to the changes that have occurred during the pandemic, including the evolution of grocery shopping with quicker delivery options, and the increasing motivation for self-care...

Reckitt “Vanishing Point”
Havas London

Reckitt is promoting its Vanish brand with a new "Clothes live longer with Vanish” campaign.

The TV ad pushes the household cleaning product's sustainability credentials, and highlights that many people wear their clothes as few as 10 times before throwing them away – which could be prevented if they used Vanish.

It follows a surge in eco friendly adverts as Reckitt aim to move on from solving our smaller problems such a laundry, to bigger environmental issues.

Watch the ad here .

Brewdog “The planet’s favourite beer”
Droga5

Brewdog has launched a campaign promoting its sustainability credentials.

The work centres on a 90-second film showing an endless cast of characters for whom Brewdog is suitable, with the conclusion that Brewdog is in fact for everyone.

The ad highlights its world-first carbon negative brewery, as well as its tree-planting incentives.

The TV ad debuted in August and is supported by out of home and print executions.

Watch the ad here .

Deliveroo “A new world”
Pablo

Deliveroo is promoting its on-demand grocery service with a campaign about “a new world.”

Launching across TV, social media and radio, the work takes viewers on a journey through a wonderful world of groceries - a world where fresh vegetables can arrive at your door in 20 minutes, and forgetting to buy milk no longer being a problem.

Could be seen as a nod to a post-pandemic world and how grocery shopping as evolved for the better throughout pre and post-Covid.

Watch the ad here .

Deliveroo “Garlic vs Lemon”
Pablo

Deliveroo has released the finale to its content series launched at the beginning of the year.

"Garlic vs lemon" is a 60-second film that pits Garlic fanatics against Lemon lovers. It touches on the qualities of the two ingredients and how juxtaposed they are.

The ad challenges the viewer to decide for themselves, which encourages inclusion and the desire to get involved.

Watch the ad here .

Sure “Watch me move”
U-Studio

Unilever is promoting its Sure deodorant brand with a TV campaign created in-house.

Coinciding with the Tokyo 2020 Paralympic Games, the ad challenges stereotypes and encourages greater inclusivity within the movement space.

The diverse group of content creators and athletes in the spot promote the idea that no matter who you are or what you struggle with, we should all have the freedom to be included.

Watch ad here .

Pernod Ricard “Drink more”
Buzzman

Pernod Ricard is encouraging young people to drink more water as part of its global campaign against binge drinking.

The work contrasts upbeat party music with negative footage of people who have drunk too much alcohol.

Interestingly none of Pernod’s brand are promoted here which strengthens their message and urgency to take care in our post-lockdown nightlife.

Watch ad here .

Brand trends: The return of 'normality', health and safety & the increase of OOH

Mon, 02 Aug 2021 09:08:49 GMT

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.

Brand trends: Sponsorships & Pride

Mon, 05 Jul 2021 15:01:33 GMT

After a year of trends surrounding lockdown and the pandemic, suppliers are finally finding their feet again and branching out to enhance their own brand. Some have taken the opportunity to advertise their sponsorship for sporting events and others have displayed their support during Pride month...

Sipsmith Gin “The official Tennis of Sipsmith Gin”

Ogilvy

Sipsmith is showcasing its sponsorship of this year’s Wimbledon tournament with a charming new TV ad.

The spot is inspired by the craftmanship found around every corner of the Wimbledon grounds, from the exact 8mm cut of the Centre Court lawn, to the iconic umpire chair reserved only for umpires (and swans).

The ad will run on TV and VOD, and is supported by social-media activity.

Watch the ad here .

Morrisons “Make good things happen”

Publicis.Poke

Morrisons is launching the first TV ad for its new Make Good Things Happen brand platform.

The spot debuted just before the England v Scotland match at Euro 2020, and it aims to inspire the public to imagine a better way of making, eating and cooking food by seeing the world through the eyes of children, and follows research showing that people have gotten through recent tough times by reconnecting with food.

It will run until the end of July, with social media, press, radio and in-store work also promoting the brand platform.

Watch the ad here.

Lidl “Big on 2.0”

Karmarama

Discount supermarket chain Lidl has launched a TV ad that puts a fresh spin on its "Big on" activity.

The campaign begins with a TV ad, and will be followed later in the year by print, digital, outdoor, social and point-of-sale activity.

The TV spot emphasises the affordability and quality of Lidl's range, as they mirror Aldi’s new approach of not just offering discounted prices but quality products to rival other retailers.

Watch the ad here .

Doritos “Make your play

Mother

Snack brand Doritos has installed interactive posters in various cities across the UK to promote its partnership with DICE, a music discovery and ticketing service.

The campaign enables passers-by to scan a QR code on the posters for a chance to win tickets to upcoming music events. They’re supported by ads on social media throughout the summer, as well as a TV spot that introduces the "Make your play" brand platform.

'Make your play’ centres on a reimagined perspective of the brand’s triangle Doritos chip, turning it into a play symbol that can inspire people to approach life in a more self-expressive way to become who they want to be rather than who they should be.

Watch the ad here .

Skittles “Recolour the rainbow"

Adam & Eve/DDB

Skittles has announced its ‘Recolour The Rainbow’ campaign for Pride month, as the brand joins forces with leading players in the space to recolour a selection of historic LGBTQ+ archive images to bring them back to life.

The rainbow is a recognisable symbol of pride and is also linked to the colourful Skittles brand. As such, every year since 2016 Skittles has given up its rainbow colours in order for Pride’s rainbow to take centre stage.

They’re available online across social and digital channels. Video formats are also released on Facebook, Instagram and Pinterest.

Watch the ad here .

Yorkshire Tea “My brew"

Lucky Generals

Yorkshire Tea has "graffitied" billboards for Alpro in an OOH campaign that declares war over the product’s name.

The My Cuppa billboards in Sheffield have been reworded to read "My Brew". Yorkshire Tea's logo has also been added to a corner of the poster, with a line that says: "We love everything about it, apart from the name."

The stunt follows a recently launched social media campaign to promote Yorkshire Tea's collaboration with Alpro.

Brand trends: The Euros - It's coming home

Wed, 16 Jun 2021 16:09:49 GMT

As restrictions ease throughout Europe, many are thrilled to finally be able to cheer on their country in the long awaited UEFA Euros football tournament which were postponed last summer. With the England team participating this year, advertisements showing their support for England are dominant...

Deliveroo “England Til We Dine"

Pablo London

Deliveroo has launched a new football and food campaign celebrating the delivery brand's official sponsorship of the England teams.

Voiced by Karl Pilkington to the beat of a football chant, the ad builds off the fact that while the English may rally around the national side when it comes to football, our minds will be on takeaways and food from the rest of the world.

The campaign sees the likes of Harry Maguire, Jack Grealish, Dominic Calvert-Lewin and Tyrone Mings declaring we’re English until we order a takeaway.

Watch the ad here .

Snickers “Bothlands”

Octagon

Snickers are representing England and Scotland ahead of the Euro 2020 tournament with a tongue-in-cheek “Bothlands” campaign.

The ad shows players from the two rival teams as they uncomfortably stand side by side before a match. A Scottish voice asks “Whose idea was this?” as Snickers declares itself the "official awkward sponsors" of both sides.

Watch the ad here.

Heineken “Home Gatherings”

Publicis Italy

Heineken's latest TV spot navigates the uncharted territory of post-pandemic house parties.

The ad follows party-goers as they address everyday issues surrounding the "new normal" of socialising – such as how best to press a doorbell and how to distinguish one open beer from another. The drinkers have to get creative to ensure the safety of their party.

"If you have drinks together, keep them apart," the ad declares, prompting the tagline #SocialiseResponsibly.

Watch the ad here .

Domino’s “Domin-oh-hoo-hoo…”

VCCP

Domino’s has launched a group-ordering feature in their app with a new multimillion-pound campaign, including a TV ad that sees a group of friends yodelling pizza orders across the city.

As they communicate across the cityscape in falsetto, subtitles reveal the yodel as friends discussing their group order before they meet. The ad ends with the friends all together, enjoying their pizza.

The campaign will run for six months across TV, social, out-of-home and radio (with yodelling lessons). OOH work includes a 48-sheet poster in London, featuring a yodel coming out of a window. Social activity will use a hashtag to encourage people to take part online by joining a community of yodellers, while a new Snapchat lens will similarly enable consumers to participate.

Watch the ad here .

Alpen “Up and Alpen”

BBH London

Alpen celebrates half a century of its muesli with a £2m brand relaunch, which sees them appear on a TV ad for the first time in more than 4 years.

The ad begins as a man tucks into a bowl of Alpen, all the while staring at his new sofa which is stuck in the doorframe. Suddenly, an alpine ram appears before ramming the sofa into the living room, outlining how Alpen can give everyone the endurance to climb their own personal mountains.

The £2million investment includes a new TV creative, a website, and a refreshed pack design celebrating its rich heritage. A social media campaign will also run across the brand’s Instagram and Facebook pages, encouraging the UK public to ‘get up, get out there and get to it’ with Alpen.

Watch the ad here .

Yorkshire Tea / Alpro “My cuppa”

Lucky Generals

Yorkshire Tea have launched a collaboration with plant-based brand Alpro for a new product
"My Cuppa”. The ad follows the ultimate test of
one Yorkshire Tea employee called Craig.

We see Craig as he preps for a big meeting. Worried he won't be able to rewire years of innate psychological training to say "brew" instead of "cuppa", he uses his morning routine to repeat his mantra. But despite all of his prep, as he finishes the presentation he introduces the product as "My brew".

The campaign will run on Twitter, Instagram and Facebook.

Watch the ad here .

Will shoppers return to normal habits post-COVID?

Wed, 26 May 2021 09:18:34 GMT

Current trends in grocery retail have been heavily influenced by the pandemic. The shift in consumer behaviour and increase in online shopping demanded immediate action to fulfil shoppers’ needs. As restrictions ease, business owners, brands and marketers might wonder what is going to happen next. What will the grocery shopping and consumer behaviour look like without restrictions? Will people go back to their previous in-store shopping habits, or will the online market continue to grow? Have shopping habits changed forever?

Are people returning to restaurants and pubs?

Inflation was inevitable in January, with rising food prices as a result of lockdown measures and Brexit . With increasing prices and people being cautious about spending their savings, not everyone can afford their pre-COVID lifestyle. The UK is looking at a " K-shaped " recovery, meaning that poorer families are suffering more financially as the wealthier people have been able to save during lockdowns. In a survey done by Comparethemarket, 52% stated that they were spending their savings during lockdown and 53% were worried that they were going to run out of money. More than 25% of families said they struggled to pay their bills in the last week, and 16% of those without children have said they faced the same issue.

Those who have saved up are flocking back to pubs and restaurants. When indoor dining was reintroduced in England, Scotland and Wales on 17 of May, revenues in the hospitality sector jumped by 43% .

Pubs and bars saw a 162% increase in spending, while restaurants drew in a 58% increase in the total amount spent.

Even booking platforms like OpenTable saw bookings go up by 73% last week, in comparison to their numbers from 2019.

Food Delivery Apps

Lockdowns and COVID-19 restrictions caused many to miss the restaurant experience. The only way people were able to get restaurant-quality food was to order takeaway or order online through delivery services like Uber Eats, Just Eat, or Deliveroo. During the second lockdown more than 1,400 signed up to be listed on Deliveroo. Uber Eats saw a 150% spike in UK deliveries from June to September of last year, and restaurants like Wagamama saw their sales double under lockdown.

Pubs and restaurants are open for indoor and outdoor dining again, but now that people have learned to use and rely on delivery apps, it seems as though the trend is here to stay. Especially now that they have become more versatile, partnering with supermarkets and offering quick grocery delivery .

Behavioural changes and ease of restrictions

It is important to consider that several factors have driven worldwide shifts in shopper behaviour and consumption such as economic, regional diversity, socio-demographic, as well as consumer preferences . With a recession and a rising unemployment rate, limited household income can affect demand and food choice. In addition, the stress of several lockdowns and restricted social interaction have also had a direct impact on consumers dietary habits.

In the world of retail, the pandemic caused shift towards buying online and a decrease in household income, resulting in more mindful shopping . While it is not certain how things will unfold in the future, there is no doubt that people miss in-store shopping. The pandemic has accelerated the fall of the high street and it has given people a taste of what it could be like if everything moved online.

After restrictions eased in April, retail sales jumped by 9.2% and online sales dropped.

What does the future look like for the UK?

Other countries that have successfully tackled the virus are the beacon of hope for places like the UK. With countries like New Zealand completely lifting restrictions , the US removing their mask mandate for vaccinated people, and even seeing normality with effective contact tracing technology in countries like Taiwan , the UK has some insight on what life might be like post-COVID. The UK can also learn about methods that are most effective as the nation opens back up.

Now that the UK is slowly coming out of lockdown, consumers are shopping in-store again.

When comparing 2020’s numbers to this year, Britons made 58m more supermarket visits in the 12 weeks leading up to the 16 of May.

As people return to the shops, pubs and restaurants, shopper behaviours seem to be adjusting back to pre-COVID habits. Local convenience store sales dropped by just over 25% in comparison to last year, and online grocery sales decreased by 13.4% from February to May 2021.

Brands need to anticipate the change

As the government aims to complete the lockdown roadmap by the 21st of June, suppliers should be prepared for the return of normal life. After a hectic year of seeing customers stockpiling products, and reaching the highest grocery volume sales ever recorded, brands should explore retail marketing options to avoid seeing a dip in sales.

At RMI we can provide a number of services that will help brands continue their success in the upcoming months as the UK follows the cautionary plans to reopen. We can disrupt the shopper journey in Iceland Foods, Co-operative Society stores , online on Morrisons.com , and even increase a brand’s depth of distribution (DoD) through our network of independent stores with TiSN .

If you would like to discuss more about how we can help your brand prepare for the return of normality, please send an email to hello@rmi.co

Brand trends: Sporting events & togetherness

Fri, 21 May 2021 17:43:52 GMT

The UK is slowly opening back up and brands are celebrating the reopening of non-essential businesses, restaurants and pubs. Now that summer has begun, it is time to generate excitement for large sporting events that the world missed last year...

Heineken "Finally together"

Le Pub

Heineken’s new campaign celebrates the return
of football rivalries ahead of this year's postponed Euro 2020 tournament.

The ad begins with a wholesome message of ”Finally together”, where Portugal fans head to a Spanish pub to watch the footie, a Russian shop assistant offers Belgian customers an umbrella for the rain, and an England fan enjoys a free beer from his Scottish housemate.

However, it becomes evident that each interaction isn’t as good-natured as it seems, with France fans eating a pizza which reads "forza Italia" and a German fan taking a selfie instead of the group photo of Poland fans. It ends with the tagline "Finally together, to be rivals again".

Watch the ad here .

Bud Light “Boxheads”

Wieden & Kennedy

Bud Light celebrates its role as the official beer of the England men's football team with some fresh-faced packaging.

Football stars Jordan Pickford, Kieran Trippier and Kyle Walker stand together near a box of Bud Light, before it magically shifts to create cube versions of their faces, to suggest a bit of selfie opportunity by the consumers.

Budweiser donated all of its advertising and sponsorship space to pubs in West London and Leicester for the FA Cup final between Chelsea and Leicester City.

Watch the ad here .

Ocado “Just for you”

St Luke’s

Online supermarket Ocado has revealed a fresh new strategy and rebrand, with its biggest national advertising campaign to date.

The TV spot shows an Ocado driver on route, with his van morphing into different vehicles to reflect his deliveries, including a Morris Minor bread van, a boat full of fresh fish, and an Italian deli three-wheeler. It also runs across social media, digital, radio and out of home, including London bus wraps.

Ocado evolved their brand ”from green to grape” to further support the growth of the business, giving more visibility in a market crowded with greens.

Watch the ad here .

Warburtons “It Can Wait”

Engine & Freuds

Warburtons has enlisted actor George Clooney for a campaign show-casing the incomparable pleasure of a simple slice of toast.

The ad begins as the chairman of Warburtons eagerly awaits the moment when he can make himself some toast. When his assistant enters the office to announce that Clooney is on the line, Warburton hangs up on Clooney in favour of his beloved bread.

Clooney is the latest in a series of Hollywood A-listers to star in a Warburtons ad, with previous spots featuring Sylvester Stallone, The Muppets, Peter Kay and Robert De Niro.

Watch the ad here .

Guinness “Looks like Guinness”

AMV BBDO

The new campaign from Diageo offers a dose
of nostalgia to mark the reopening of pubs.

Set to the classic song “Always on My Mind”,
it features a series of clever visual combinations that represent the visual motif of a pint of Guinness. This includes a fluffy white cat perched atop a black barrel, an indoor light switched on against a black door, and seagulls standing on a black chimney.

This campaign follows a £30m support pledge from Guinness to UK pubs during the past year through
its Raising the Bar programme, which provides free training, hand sanitisers and takeaway kits for recovering pubs.

Watch the ad here .

Wrigley’s Extra “For when it’s time”

Energy BBDO

Wrigley's Extra Gum celebrates the upcoming end of coronavirus restrictions with the UK's vaccination programme well underway.

The ad begins as social distancing measures are finally removed and people can "see people again". Sweaty people step away from their pizza box-covered flats and step out into the world once more, where they engage in a series of sentimental and intimate behaviour that they’ve been held back from for so long.

Watch the ad here .

Retailer competition in a post-COVID world

Tue, 20 Apr 2021 09:01:16 GMT

The retail industry faced many challenges when the pandemic hit in 2020. During the first lockdown, consumer behaviours changed dramatically. These changes forced retailers to learn how to adapt quickly to meet increased demands in e-commerce and local shopping. The pandemic generated five years’ worth of growth in online market share in a matter of weeks. With customer behaviours constantly changing, how can retailers maintain customer loyalty and keep up with their competitors once life finally returns back to normal?

Consumer Behaviour

The COVID-19 crisis had an unprecedented impact on retail in the UK. Over the course of a month, footfall in UK high streets, shopping centres and retail parks reduced dramatically by 89.9%. However, retail spending increased and online sales have soared. Retailers are continuing to provide essential services but have found that COVID-19 restrictions have affected their sales. Social distancing rules and regulations limited the number of customers who can be shopping in a store at the same time. However, strict restrictions on the hospitality industry, such as pubs and restaurants, have increased sales for supermarkets.

COVID Boom: The rise of Ecommerce and Local Shopping

Unsurprisingly, sales have skyrocketed for most supermarket categories but 'on-the-go' purchases declined in-store. During the first 12-weeks the pandemic, ecommerce saw extreme growth in popularity; this boost was significant for the popular online retailer Ocado, whose sales increased by 32.5%.

During the first lockdown, The Co-operative saw a 30.8% growth in sales . As consumer trends shifted to stockpiling, people resorted to increasing their shops for frozen food at Iceland. This behaviour increased sales by 28.6%, achieving its highest market share since 2000.

By the end of July 2020, the UK saw retail sales grow by 13.9% from May to June, generating the boost that the High Street desperately needed.

Adjusting to Keep Demand

Retailers had to learn how to adjust quickly due to high demands in-store, and for click-and-collect and online orders. According to Tesco’s CEO, Dave Lewis, the chain had already prepared for a doomsday scenario . Remote working kits were distributed, and teams have already been using Zoom to gather hundreds of staff over the last two years. Tesco hired 47,000 additional staff to help cope with demand, some under temporary conditions.

Online grocery shopping changed drastically; the capacity for delivery and click and collect slots nearly doubled within six weeks. Many vulnerable and unwell consumers switched to ordering groceries online as a result of the pandemic. 90% of all online shopping is hand-picked in stores. Tesco hired an extra 12,000 new pickers, 4,000 drivers, and 400 extra vans to cope with the demand.

The Co-operative hired 7,000 temporary workers and launched a new and innovative online platform, linking volunteers with people in need. This site was visited more than 100,000 times. Major initiatives were taken to improve pay and benefits for employees, with added diversity commitments, while also relaunching the membership scheme with an increased focus on the community.

Loyalty

Once the pandemic is over and the nation returns to normal life, retailers will see a decrease in customers as people flock back to pubs and restaurants. It is vital for retailers to maintain customer loyalty as their competition grows.

Tesco has had a Clubcard for many years, but they recently added an exclusive Clubcard price. If customers sign up for a Clubcard, they will have access to discounted Clubcard prices and obtain points which can be exchanged for vouchers.

The Co-operative also has a loyalty card, allowing customers to obtain rewards, special deals, and discounts for future purchases. Membership cards are mostly electronic, in retailer apps or a downloadable loyalty card that can be saved in a phone’s wallet.

How are these loyalty schemes paying off? Nationwide , 80% of retailers state that loyalty programmes have become popular during 2020, believing they will be successful. Customers who sign up for loyalty cards create a bond with the retailer; they form trust and comfort, generating an incentive for local customers to revisit the shop. These loyalty programmes are vital if retailers want to maintain long-term success.

The Retail Competition: 2020 Versus Today

Consumers spent nearly £12bn in December , purchasing more fresh produce in preparation for Christmas. This was the highest month on record for supermarkets in the UK. Shoppers spent £11.7bn for take-home groceries, 700 million more than in November; a direct effect from restaurants and pubs shutting over lockdown.

Over the Christmas period shoppers spent more in independent stores, increasing sales by 17.4% . The fastest growing chain was Iceland with sales up by more than a fifth . Ocado saw a 36.5% growth in sales, three times the rate of Tesco, Sainsbury’s, and ASDA. This highlighted the consumers shift towards online purchasing. In December 2019, just 7.4% of grocery sales were done online, but in 2020 the number nearly doubled to 12.6%.

It is predicted that online and in-store grocery purchases will see a reduction of 1.6% this year. When restaurants and pubs reopen, they will target customers who are desperate to eat outside of their homes. However, these predictions depend on when restrictions will end and if there are any future lockdowns.

RMI in a post-COVID World

We understand that the competition will be tough when normal life resumes. A post-COVID world is not about surviving but thriving.

RMI has proudly helped clients throughout multiple lockdowns in the last year. If you would like any support or advice on how to improve sales in Iceland , Co-operative Societies , Morrisons , and/or TiSN please do get in touch with us at hello@rmi.co .

Brand trends: The return of pubs, restaurants & normality

Thu, 15 Apr 2021 15:42:51 GMT

After many months in lockdown, the nation welcomes back pubs and restaurants for outdoor dining, and non-essential shops. Brands show enthusiasm for the return of 'normal life' in campaigns that are drifting away from the trend of indoor activities...

Lucozade Energy “It’s on”

Adam & Eve/DDB

Lucozade Energy has launched a £10m marketing campaign that will promote the full Lucozade Energy range.

The ad starts with a man throwing his empty Lucozade Energy bottle into the recycling bin before making his way home while hula-hooping to Ini Kamoze's "Here Comes The Hotstepper."

Communication used:

TV
Video on-demand
Social Media
OOH
E-commerce

McDonald’s “Own Little World”

Leo Burnett

McDonald's has launched a campaign hailing the most important meal of the day - breakfast.

The ad begins as a housebound foodie picks up a freshly delivered Sausage and Egg McMuffin from her front door. Tired parents, office staff and frontline workers tuck into their McDonald’s breakfasts. It ends with the tagline: "Breakfast, done properly".

Communication used:

YouTube
Digital
Radio
Outdoor

Stella Artois “Stella tips"

Draftline

Stella Artois is celebrating the hospitality sector's grand return with a campaign providing an extra £500,000 for bar staff.

The TV ad shows a thirsty local patron as he celebrates the pub’s return with a nice cold pint, while a narrator explains that "for every pint served, Stella Artois will give one pound to bar staff tips so everyone feels welcome to be back".

It launched on 6th April and is backed by celebrities including James Blunt who owns The Fox & Pheasant pub. The initiative is available for Stella Artois drinkers in participating pubs until 9th May, and expects to give an extra £42 to more than 12,000 hospitality staff across the UK.

Communication used:

YouTube
Digital

McCoy’s “The Beast"

Engine Creative

KFC has engaged in a light-hearted Twitter burst, borrowing other brands' taglines to highlight the fact its slogan is still "suspended" while the pandemic continues.

The brand's Twitter account invited people to suggest slogans from other brands that KFC could use #UntilWeCanFingerLickAgain.

As well as posting mock ads on Twitter, KFC booked a London ad-van and some digital screens to show its famous chicken bucket sitting on top of borrowed taglines such as "I’m lovin’ it", "Just do it" and "Gives you wings".

Communication used:

Outdoor
Social Media

Heineken “Perfect match”

Publicis

Heineken highlights the rivalries of the Six Nations tournament through the trials and tribulations of three couples.

Set to Tainted Love by Soft Cell, the ad shows three pairs from different countries as they put their relationships to the test by showing support for their home nations. An England supporter goes red at his partner’s support for Ireland, for example, but rivalries dwindle as each pair enjoys a pint of Heineken, prompting the tagline: "They’re you’re perfect match until the match.”

Communication used:

YouTube
Digital

Brand trends: Lockdown Activities, Food Ethics & The Return of OOH

Fri, 26 Mar 2021 16:20:26 GMT

As the UK slowly eases out of their third lockdown, brands are starting to use more OOH advertisements. Brands continue to relate to audiences with ads focused on common home activities. Some are pushing a more ethical agenda, covering the fair trade and organic market...

Co-op "Honest value"

Lucky Generals

Co-op showcases the brand’s ethical value range by promoting the perks of responsibly-sourced products.

The ads showcase Co-op’s view on ethically-sourced products, with reference to "fair prices for tea growers and tea drinkers" and emphasis on "responsibility” for it’s products and pricing.

They want to promote the overall message that sticking to your values shouldn't cost you extra. However, selling products at such a low price might make some shoppers question if it really is created in an ethical way.

Communication used:

Outdoor
In-store
Digital

Marmite “Dynamite”

Adam&Eve/DDB

Marmite have launched some explosive out-of-home ads to promote their new chili-infused Dynamite spread, and to prepare tasters to handle the product with care. This new product is an interesting addition to the Marmite collection, catering to consumers who may want an extra kick with their brekkie.

The first execution features the giant lid of a Marmite jar, which has exploded out of a 48-sheet poster and into a nearby car windscreen. Other ads will show huge lids blown skywards and hooked onto nearby buildings and trees.

The campaign also includes social activity and a three-minute segment on This Morning, during which the hosts exclusively taste-tested the new product and discussed the history of the brand.

Communication used:

OOH
Social Media
TV

Walkers & KFC “It makes sense”

In-house

Walkers frontman Gary Lineker makes an appearance as KFC mascot Colonel Sanders in a campaign promoting the brand's KFC-flavoured crisps.

The ad begins with Lineker eating a packet of the KFC crisps outside "Colonel’s News" newsagents. A voiceover asks: "KFC-flavoured crisps – why did it take us so long?”, to which the ad suggests sometimes we just miss the obvious. This is expounded by Lineker measuring himself up to the Colonel’s classic white ensemble through a reflection in the window.

This ad put the brands in hot water, as many viewers deemed it racist. Other than Colonial Sanders, the people in the ad were black, which followed the negative stereotype that black people love fried chicken.

Communication used:

YouTube
Digital

McCoy’s “The Beast"

Engine Creative

A monster with an extreme palette is at the heart of McCoy's latest campaign, which suggests its aimed at mid-20’s to middle-aged "flavour cravers".

The ad follows a furry monster whose sole purpose in life is to get foodies to eat McCoy’s Peri-Peri Fire Pit crisps. It ends with the tagline: "Don’t deny the beast".

Communication used:

YouTube
TV
Digital
Outdoor

Green & Black’s “Wildly. Deliciously. Organic.”

VCCP

Green & Black's gets in touch with nature in an action-packed campaign to promote it’s organic range.

The fast-paced TV ad shows members of the animal kingdom as they interact with nature. While a monkey cracks open a cocoa bean, a tropical fish jumps for fruit from a nearby tree. It mixes imagery of Green & Black’s packaging with the cracks of the earth. The extremely visual ad makes viewers feel as though they are in the jungle; in a completely natural place, catering towards customers who are more concerned about the environment.

Communication used:

YouTube
Digital
Outdoor

McDonald’s “Lights On”

Leo Burnett

McDonald's has taken the artistic route to promote its delivery service with some out of home 6 sheets

The ads feature McDonald’s signature yellow M-shaped arc as it lands in consumers’ homes, lighting each room yellow and confirming that delivery is possible no matter where you’re based. With McDonald's having such excellent branding, passers by can immediately tell what the artwork represents, even though only half of the logo is displayed.

Communication used:

Shreddies “Shreddie for anything”

McCann

Shreddies enlists DIY SOS presenter Nick "get it done" Knowles to help consumers start the day off right.

The ad begins as Knowles emerges from a pile of dirty clothes, before listing his far-fetched achievements, from building the hospital where he was born to putting up a shelf "just by looking at it".

"When things get tough, don’t eat soft," Knowles declares while pouring cereal into a builder’s hat. This ad is relatable to many who have been stuck doing DIY at home during the many lockdowns.

Communication used:

YouTube
TV

Snickers “Jürgen Klopp”

BBDO

It is a painful time for fans of Liverpool FC - and they’re unlikely to be amused by the latest ad for Snickers, featuring the club's manager Jürgen Klopp.

The spot shows an irate Klopp playing a game of table football with three considerably younger friends. ”3-5-2? Nobody plays that way any more!" he bellows at the table. Then it transpires that Klopp is actually an ordinary teenager suffering from hunger – until he eats a Snickers bar.

Communication used:

YouTube
TV

Coca-Cola “Open that Coca-Cola”

Wieden & Kennedy

Coca-Cola's latest ad aims to showcase the galvanising taste of Coke with consumers dancing in all forms and shapes. The ad begins with one thirsty shopper who opens a bottle of Coke, unleashing a sequence of seemingly accidental dance moves.

The involuntary dance craze goes on to affect self-carers, friends and even families sitting at their dinner table.

Fans are being encouraged to recreate the ad’s dance on social platforms. It comes alongside new packaging for Coca-Cola Zero Sugar, which removes the black band from the top of the can, instead using a black version of the Coca-Cola logo to distinguish it from classic Coke.

Communication used:

YouTube
TV
Digital
Radio
Outdoor

Cadbury “The new unlimited edition Twirl Orange”

VCCP

Cadbury celebrates the Twirl Orange "Unlimited Edition" with a campaign focusing on how the chocolate bar, which was previously available for a limited time only, can be purchased anytime and anywhere.

The ad pokes fun at language used on limited edition products, highlighting the "unlimited" nature of the chocolate bar, using lines such as "exclusively available everywhere" and "available now or whenever". It also singles out some of the (many) shopkeepers and corner shops that will be stocking the Twirl Orange.

Communication used:

YouTube
OOH

Walkers “When life gives you potatoes, make crisps”

VCCP

Asim Chaudhry gets stuck in a skylight in a new Walkers ad introducing the line, "When life gives you potatoes, make crisps".

The actor and comedian plays a TV aerial repairman who slips and falls into a domed skylight. After remembering a packet of Walkers cheese and onion crisps in his pocket, he decides to make the best of it by taking selfies and catching up on TV shows on his phone. When the fire brigade arrives, they crowd around to watch too – rather than getting him down.

Communication used:

YouTube
TV

Lockdown effects on consumption habits

Wed, 24 Feb 2021 09:00:03 GMT

This is a subtitle for your new post

In the UK, consumption habits have shifted radically in a short period of time; not only are purchasing behaviours changing, but so are their daily habits. 2021’s Dry January has not been as successful as previous years. More people are drinking in lockdown, sitting for long periods of time, and are exercising less. Obesity has been an ongoing issue, but it has become more of a concern since those who are obese are more susceptible to COVID-19. For others, the three lockdowns have influenced their lives positively; being willing to take on new challenges and focus on a healthier lifestyle.

What is the government doing to help those who are suffering from obesity? What can supermarkets do to help consumers during this difficult time? How can people adopt healthier habits during lockdown?

Change in Consumption Habits

The first lockdown taught many of us to adapt to new working methods; millions swapped their offices for desks at home. After undergoing multiple lockdowns, most people have found this transition challenging. The fact that people are not able to socialise with friends, go out for meals, and are spending long hours at home, are some of the many factors that have led to habitual changes. Physical activity significantly reduced in the last year, with the government advising people to stay-at-home. For many, the office commute was part of their daily exercise. It can be hard to maintain motivation to stay fit at home, with gyms remaining closed during lockdown. Not only are people struggling with their physical wellbeing, but they are also concerned about their mental health .

Alcohol Increase, less exercise and Bad Habits

A recent study by the University of East Anglia , surveyed over 1,000 people to understand how the first lockdown affected their health. They found a 20% reduction in days where participants were exercising for 30 minutes or more. Diets also changed, with many stating that they consumed less fruit and vegetables and drank more alcohol. Another study highlighted that more than one in six adults increased their alcohol consumption during lockdown. These changes in exercise reduction and increase of alcohol consumption are concerning, leading to a detrimental impact on people’s long-term health.

What is the Government Doing?

Obesity is linked to a range of serious diseases and mental health issues, resulting in a shorter life expectancy. This creates an even more dangerous situation with the current climate; anyone with obesity has a greater risk of dying from COVID-19. The government committed to imposing limits on how high in fat, salt, or sugar (HFSS) food and drinks will be promoted by retailers from April 2022. Additionally, the government is launching a new campaign called Better Health , providing guidance and assistance to anyone who is looking to improve their health. They have released six apps that can help users lose weight, reduce alcohol consumption, assist with running and walking routines, a scanner for food and drink, and also one that teaches people how to make healthy meals.

Not all habits are bad habits

One survey of over 5,000 people in England found that 80% of over 18’s decided to lead a healthier lifestyle in 2021.

This health jump increased by 46% in comparison to last year.

To put this into perspective, 4 in 10 (43%) smokers are planning to quit this year. In addition, 45% of those who increased their alcohol consumption during the second lockdown have reported that they want to drink less.

People started taking advantage of their extra free time during the multiple lockdowns. Picking up a new hobby or learning a new skill one of a sudden became an option. Many started working out at home , participating in online exercise classes, downloading fitness apps and motivating each other online. One of the NHS Better Health apps, Couch to 5k, had nearly 1 million downloads towards the end of June 2020.

Healthier Food Options- Going Organic

While the pandemic affected some individuals in a negative way with increased feelings of loneliness, depression and/or anxiety, others were using the time to motivate themselves and their peers with the help of apps and online platforms. The organic fruit and vegetable industry benefited from the many individuals changing their lifestyles during the pandemic. The shift in sales were driven by the increased interest of consumers and their growing awareness for health-consciousness.

In spite of the COVID-19 crisis, the organic industry in the UK increased to £2.5 bn worth of sales by the end of 2020.

What Supermarkets Are Doing

Iceland is constantly promoting healthy eating by labelling their fruit and vegetables with the ‘5 A Day’ logo. This reminds customers of the importance of choosing 5 A Day products for a healthy diet. Iceland also offers customers healthy options that are inexpensive; a wide selection of frozen and fresh fruit and vegetables and healthy ready-made vegetarian meals starting from £1.

Morrisons.com offers an extensive healthy recipe section, helping customers who may need guidance in changing their diets. The nutrition labels for Morrisons’ own brand are also colour coded, making it easier for customers to make informed decisions during their food shops. When looking at their alcohol policy , Morrisons is committed to the Department of Health's "Responsibility Deal" promoting responsible drinking culture within their supermarkets.

The Co-op have made a big effort to promote customer health and wellbeing. They try to educate the public through their blog posts , discussing the importance of eating balanced meals and getting their 5 A Day, along with the right nutrients. The Co-op’s blog also focuses on the importance of mental health , staying active and drinking responsibly . In addition, they recently launched a new Honest Value range , offering responsibly sourced British products at a reasonable price.

Brand Trends: Environmentalism, Gaming & At-home Experiences

Fri, 12 Feb 2021 12:03:20 GMT

After celebrating the start of 2021, brands have picked up new trends. January had a strong focus on vegan brands in celebration of Veganuary. With the UK under a third lockdown, gaming and stay-home experiences have been a common theme...

Just Eat “We Got It”

McCann

Just Eat’s latest campaign highlights the expansion of service from major brands like McDonald’s, Greggs and KFC.

The TV spot plays on targeted advertising as a spoof message to show that consumers can order all of their favourite meals on delivery.

It features somebody being confronted by an AI voice offering an array of options from available retailers to the location she could enjoy her meals, as if it knows a little too much about her.

Communication used:

YouTube
TV

Quorn “Helping the Planet One Bite at a Time”

Adam&Eve/DDB

Quorn have released a campaign that encourages dedicated meat eaters to adopt
a more flexitarian diet.

The ad takes historic scenarios and beliefs involving meat consumption, to eventually flip the script and involve a Quorn alternative.

The messaging transitions from a hungry cavewoman enjoying ”a bit of mammoth” to a bodybuilder claiming “beefcakes don’t eat beef”, in a plea to help the planet one bite at a time.

Communication used:

YouTube
TV

Galaxy “Galaxy Silk”

Abbott Mead Vickers BBDO

Galaxy introduce a new packaging refresh with a fashion-focused campaign, featuring a collection of free-flowing fabrics.

The animated spot expresses it’s bold new look with fabrics weaving around the screen in a way that is reminiscent of dancers.

It ends with an unveiling of Galaxy’s new packaging across a range of flavours.

Communication used:

YouTube
TV

Union Coffee “Create your perfect union”

Atomic London

Union Coffee showcases the joy of drinking coffee at home with a series of domestic spots.

The illustrated ads show people as they read a book, listen to music or ride a bike, with a hot cup of Union Coffee incorporated into the image to hammer home the enduring role of coffee in our everyday routines.

Communication used:

YouTube
TV

Pringles “Meet Zombie Frank”

Grey

Following on from their “Pringles has entered the game” campaign last year, Pringles teams up with Xbox to bring a digital zombie to life.

The series of TV spots sees zombie Frank bursting out of a video game to enter the real world, where he will be interacting with gamers over the Pringles UK twitter account.

The zombie will learn how to be more socially savvy, before returning to the game with
Pringles in hand.

Communication used:

Youtube
TV

Aldi “Good swap bad swap”

McCann

Aldi’s new TV spot focuses on the perils of homemade alternatives, borrowing the classic Animaniac’s “Good Idea, Bad Idea” sketch.

This is adapted to “good swap, bad swap” in an attempt to encourage the masses to save money on their weekly shop, by swapping to Aldi.

Here, a housebound mum attempts to kill two birds with one stone by getting her children to create a DIY waxing kit using paper and glue.

Communication used:

YouTube
TV

Old Spice "Captain"

Isobel

Old Spice releases a surreal TV spot that targets the UK's illustrious gaming scene.

The work follows brand spokesman Isaiah as he ventures between gaming worlds, from flossing with sea creatures to winning a penalty shootout while facing away from goal.

It declares being a real man ” doesn’t need cheat codes” and “never smashes his controller, even when he loses”.

Communication used:

YouTube
TV

Oatly "Help-dad"

Oatly In-house

Oat milk brand Oatly encourages middle-aged men to give up dairy milk in its first TV ad campaign.

In a series of TV spots, it shows teenage children attempting to coax their fathers out of drinking cow’s milk.

As part of the campaign, Oatly has created a website that houses insights and tips, which children can use to chat with older generations about the impact of animal based products on the environment.

Communication used:

YouTube
TV

Tilda “Elevate your plate”

Havas London

Rice brand Tilda has launched its biggest investment in advertising to date with a campaign celebrating steamed rice in all its fluffy goodness.

An amateur chef declares "I can make everything nice, with Tilda steamed rice” as freshly-microwaved rice steams up his glasses.

The rookie cook goes on to create stir fries, burritos and fish dishes, prompting the tagline: "Elevate your plate."

Communication used:

YouTube
TV

Final Sprint to Christmas

Tue, 15 Dec 2020 09:00:02 GMT

This year will not be a normal Christmas; the COVID-19 pandemic has put an enormous strain on the retail industry. Now that the second lockdown has ended, a busy Christmas season is upon us.

How have shops reopened with the new tier system, what measures are retailers taking in to recover during the final weeks leading to Christmas? And how will people shop this season?

There are many changes to be made this year to compensate, not only for the economic loses, but also to assure that everyone is able to do their Christmas shopping with the minimum stress possible.

Back to Business- How brands adapted to the new normal

On the 2nd of December, Christmas shoppers headed back to the high street as the second lockdown concluded. The UK moved to a tiered system for various regions within the country to control the spread of the virus efficiently. These are Tier 1 (medium alert), Tier 2 (high alert), Tier 3 (very high alert) in England.

Just over 57% of the population in England have been placed under Tier 2 , while the other 41.5% of the population is under Tier 3 . On the other hand, Scotland has COVID-19 protection levels ranging from level 0 to level 4 in different areas. More than two million people have been subject to level 4 restrictions since 20 of November, which has been downgraded to level 3 last week.

With all these Tier systems put into place, retailers and brands needed to shift their effort practically overnight in order to adapt in time within the different regions. Capacity of shoppers are greatly reduced within shops depending on the Tier. The good news is that there are many ways to complete the shopping list in time for Christmas.

50% of shoppers said that they were still planning to hit the high street.

For retailers, all shops are open at all Tier levels. Some non-grocery retailers are offering 24-hour opening times to provide a better opportunity for everyone to shop and maximise sales. This move is unprecedented, usually only reserved for supermarkets. Luckily, there is a possibility of purchasing goods online and ordering groceries with services from supermarkets such as Morrison or Tesco with their click and collect option. This saves not only saves time to the consumer but also gives space for others to go into store and is a safer option for everyone. Some of the strategies used by brands was to arrange Christmas media bookings no later than summer, but this proved to be impossible. Instead, quick thinking was necessary to prepare for this busy time.

What are shoppers doing post-lockdown?

We interviewed a selection of 30 shoppers from our panel, representing different demographics and contrasting Tier systems, to find out how they will be preparing for Christmas the first weekend out of lockdown.

Reasons varied; for some it was that it was important to see the item, especially in terms of clothing. Shoppers worry that it will be difficult to return something in time if something did not look as expected, or if they purchase the incorrect size. Many customers found that some items were not available online, resulting in a visit to the store. Another important component was the shopping experience; socialisation and getting into the spirit of Christmas. From this survey it seems evident that retailers need to cater for a variety of needs, and account for the changes to create safer shopping experiences. After everything that has occurred this year, it is promising to know that people still want to visit the high street and continue the festive shopping experience in person. hit the high street.

About 30% of shoppers stated that they were going to do a combination of online shopping and visiting stores due to commodity and safety. The remaining 20% wanted to avoid the shops completely , due health concerns. Even with social distancing rules customers will be rushing around shops, making others feel more vulnerable. Shoppers who have chosen to avoid the high street are happy to opt for click and collect and home delivery options.

So, with the few weeks left for Christmas, what else can brands do?

While brands have worked intensively over the last few weeks, it is not too late for further changes. Retail media digitalisation has allowed for further advertising efforts within social media, targeting mobile and digital outlets, digital screens in supermarkets and shops, and e-commerce services. All these efforts have made an impact to improve sales, even during these uncertain times.

If you'd like to explore further last-minute opportunities to activate your brand, please visit:

Iceland Supplier Optimisation Team
The Co-operative Media
Morrisons Media
TiSN

...and find how we can help you drive sales.

Happy Christmas!

Brand trends: Ethics, Family & History

Thu, 12 Nov 2020 13:36:11 GMT

The team at RMI discovered new advertising trends, along with stronger branded digital and TV presences to reach audiences at home. See how brands have continued to create campaigns as lockdown restrictions tightened across the UK...

Clipper’s “Generation Tea”

Pablo

Clipper Teas are an ethically sourced Fairtrade company who have catered to eco-friendly tea drinkers with a new animated TV spot.

The ad encourages green-fingered tea fans to buy non-bleached tea bags from Clipper, deeming anyone who drinks tea and cares about the environment as part of "Generation tea”.

The campaign is set to run until mid-November.

Touchpoints used:

Kit Kat “Have a break, have a Kitkat”

Wunderman Thompson

To celebrate its 85th birthday, Kitkat have kicked off with a campaign encouraging the public to amend its long-running slogan.

The campaign invites chocolate fans to create their own taglines, with suggested slogans including "have a pause, have a chit chat" and "have a rest, have a finger snap".

The winner is picked by WPP’s Jeremy Bullmore, who created the brand’s original slogan.

Touchpoints used:

H eineken’s “Never alone”

Publicis

Heineken brings football fans together in spirit during the Uefa Champions League.

The ad shows people as they watch a game from the comfort of their homes. The "new normal" of football might make us feel lonely, however their joined love for Heineken brings them together again through rapturous celebration

Whether you’re a famous footballer confined to your four walls, or an astronaut alone in space, you’re never watching alone with Heineken.Heineken brings football fans together in spirit during the Uefa Champions League.

Whether you’re a famous footballer confined to your four walls, or an astronaut alone in space, you’re never watching alone with Heineken.

Touchpoints used:

McDonald’s “The gift”

Leo Burnett

The ad follows a teenager who receives a second-hand car from his mum for his birthday, prompting him to drive to a nearby McDonald’s.

McDonald's recreates that first car feeling, to the tune of Westlife. Growing increasingly chuffed with his old banger, he drives past his friends, music blaring, as he proudly makes his way back home with some McNuggets for his mum.

"Sometimes, a little means a lot."

Touchpoints used:

Aunt Bessie’s “Caring is the hardest thing to do”

Grey London

Grey London’s creative director Chris Clarke reached into his own family history for inspiration in Aunt Bessie’s latest campaign.

The campaign is inspired by Clarke's "Nanna June", who was certified blind at 16. June was also renowned by the family for her standout Sunday roasts, and the ad focuses on the feeling of family spirit and the importance of caring for one another.

Touchpoints used:

Glendiffich “Where next?”

Space

Glenfiddich brings its mountain-dwelling mascot to the big city.

The ad follows a stag as it loses its antlers before stepping away from the countryside and into a desolate cityscape.

"Only by embracing the unknown can it grow stronger," a voiceover declares as the stag runs back into the mountain, growing back its antlers along the way.

Touchpoints used:

TV
Out of Home

Green & Black “Wildly. Deliciously. Organic”

VCCP

Green & Black have launched a campaign taking inspiration from their organic and sustainable ingredients. Madagascan vanilla, almonds and cacao crash together in a visceral way to create
an eye-catching, visual feast.

The campaign can be seen across various OOH, digital, and social media touchpoints.

Touchpoints used:

OOH
Digital
Social media

Rustlers “Better than you think”

Droga5

Rustlers promises to be "better than you think" in two comic ads with a theme of subverting expectations.

The first film retells the Little Red Riding Hood fairy tale, as Red arrives home to find her grandmother gone and in her place, a wolf in women’s clothing. With the assumption that the situation ends badly, Red and the wolf end up forming a close bond while having fun together.

The second spot, called "Fight", sets up what appears to be a violent high-school brawl. Instead, the two students end up fighting it out in a much more favourable manner through dance.

Touchpoints used:

Naked “Slurp loud and proud”

Creature

Naked brings instant noodles into the limelight with a campaign urging people to "slurp loud
and proud”.

Each creative on the campaign features a different illustration that highlight’s Naked’s challenger-brand mentality, positioning themselves as instant noodles without the instant regret.

It’s a campaign that would be recognisable by us at RMI, after our work on Iceland Media’s C5P3 digital screen.

Touchpoints used:

OOH
Digital
Social Media

Oreo “The Playful Network”

Digitas UK

Oreo celebrates collective playfulness during lockdown with a parody of telco advertising.

The cookie brand’s tongue-in-cheek network promises to "supercharge your connectivity" thanks to a "cutting-edge connection device" – otherwise known as an Oreo.

Ads will run across video-on-demand, social media and digital.

Touchpoints used:

TV
Social media
Digital

Tiger Beer “Virtual Festival”

Tiger Beer

In the absence of live events due, Tiger Beer is introducing The Tiger Street Food Virtual Festival in Malaysia.

Users will be able to walk the streets as their own customized avatar, choosing from various hairstyles and items of clothing to perfect their look – while ordering real food and drink from the festivals’ concession stands and winning discounts in games created specially for the activation.

Touchpoints used:

Digital

Here we go again...

Wed, 04 Nov 2020 09:00:03 GMT

This is a subtitle for your new post

Starting tomorrow, England will be plunged into a second full lockdown, so what does this mean for retail?

Essential retail which includes food shops, supermarkets and garden centres will remain open, with COVID-secure guidelines in place to protect customers, visitors and workers.
Non-essential retail can remain open for delivery to customers and click-and-collect.
Restaurants, bars and pubs must close, but can still provide takeaway and delivery services. However, takeaway of alcohol will not be allowed.

As we face into yet another period of uncertainty, we spoke to a cross section of shoppers about their concerns and needs moving into the second lockdown.

The biggest concern across the board from the shoppers has been availability and panic buying. Secondly, with the holiday season approaching, people are worried about whether essential Christmas items will be readily available such as Christmas cards and baking ingredients.

We saw far more variety in response when asked what the biggest change in their shopping habits was over the last lockdown. The older, retired shoppers have migrated to online grocery shopping and as a result; plan menus more carefully, have reduced waste and spend less money (despite also saying that they are buying more luxury items).

Healthier eating, scratch cooking and raised awareness of price were the most prominent changes in behaviour from younger shoppers and families.

Every shopper we spoke to believes that the changes they made in the way they shop during the first lockdown has shaped their shopping behaviour forever. The customers who have switched to ordering online told us that they have no intention of going back to shopping in-store again.

Tesco and Sainsbury’s were called out as the best online offer, gaining a reputation for their reliability. Waitrose, Sainsbury’s and Costco came top for in-store with our shoppers. Those who have switched supermarkets over lockdown are unanimously happy with their new retailer and do not intend to go back to their previous.

We asked what retailers should prioritise in the new lockdown, predictably ensuring availability of core products like pasta and eggs came out first. Shoppers also want supermarkets to make sure they are well stocked with Christmas essentials and gifting options. Younger shoppers also noted that they want retailers to strengthen the enforcement of masks.

Finally, we explored how shoppers are preparing for lockdown leading up to Thursday. The older shoppers told us they were stocking up on DIY products and baking ingredients to keep them occupied over lockdown, whereas the younger shoppers said they will not be doing anything to prepare and intend to keep to their usual shopping routine.

RMI have proudly supported our retail and FMCG clients throughout the March lockdown, if you would like any support or advice for the coming months please do get in touch with us at hello@rmi.co !

Brand trends: Communicating the 'New Normal'

Wed, 09 Sep 2020 10:44:35 GMT

The RMI team take regular industry deep-dives, exploring topical campaigns which catch our eyes. In this article, we look at how Brands were dealing with 'returning to normal' as the Nation gained general acceptance around how things are likely to remain for a foreseeable future post-pandemic...

Kellogg’s “Perfect back to school”

K 1 Publicis

Kellogg's back-to-school spot follows one boy's journey from lockdown to the playground.

The animated ad begins as a young boy talks through his "longest break ever", from indoor football with his dad to discovering the perils of online communication with family members.

The ad shifts from animation to real life as the boy prepares to return to school, reassuring his dad that he’ll be okay as they’ll "still do breakfast".

It premiered on ITV during The Voice Kids on 23rd August and ran for two weeks.

Touchpoints used:

KFC’s “The world's least appropriate slogan”

Mother London

KFC temporarily moves away from its well-known "It's finger lickin' good" slogan in its first-ever global campaign.

The ad shows KFC billboards and products throughout the years with the slogan censored, in a nod to the current Covid-19 period.

The spot declares "That thing we always say? Ignore it, for now" before ending with a censored version of the tagline.

In the UK, KFC had to pause its "Fingerlickin' good” film in mid-March showing people licking their fingers after polishing off a portion of chicken amid growing coronavirus concerns.

Touchpoints used:

Coca-Cola "Make your home the home end”

McCann Bristol

Coca-Cola has launched a campaign featuring an all-star line-up of Premier League footballers ahead of the new season.

Footballers Harry Kane, Marcus Rashford, Alex Oxlade-Chamberlain and Jermaine Jenas front a series of TV spots, encouraging fans to make the most of watching football at home as matches will continue to take place behind closed doors.

Touchpoints used:

TV
OOH, Radio

Thatcher’s Cider ”Family"

McCann Bristol

Somerset cider brand Thatchers has launched a TV campaign celebrating the enduring role of family in the brand's 116-year existence.

Featuring a voiceover from comedian Bill Bailey, the TV ad shows the highs and lows of family life, both in 1904 and today.

"Whether you share a name or a passion, or one of those big old Friday nights, they’re the people you hold on to," Bailey remarks among clips of loved ones sipping pints and enjoying each other’s company.

Touchpoints used:

TV
Social media

ASDA “That’s ASDA Price”

Abbott Mead Vickers

Asda has revived its signature pocket-tap motif in the latest iteration of the supermarket's 'Asda price' campaign.

The TV spot features a family attempting to create its own Asda ad. While neighbour Christine is chuffed to make a cameo in their amateur spot, the dad of the family is more concerned with how much he’s saved on the weekly shop, prompting him to execute a near-perfect pocket tap while simultaneously saying "pocket tap", as is custom.

It ends with an updated version of the "Asda price" jingle. The ad made its TV debut on 4 September during Lorraine on ITV.

Touchpoints used:

Mini Cheddars "Luchadores"

TBWA\London

Jacob's is showcasing the Mexican flavours of Mini Cheddars with a trio of luchador wrestlers.

The ads show red, green and yellow lucha libre wrestlers (or rather, "luncha libre wrestlers") as they personify the brand’s Chipotle Chicken Wings, Lime & Chilli, and Nacho Cheese & Jalapeño flavours.

Communication used:

OOH
Social Media

Maynards Bassetts "Set the juice loose"

VCCP

Maynards Bassetts urges sweet-toothed consumers to give in to temptation with a screensmashing campaign.

The digital work sees Maynards Bassetts sweets as they swell and expand, breaking the screen of whichever device it is being watched on and prompting the tagline "set the juice loose".

The campaign launched on 7th September alongside outdoor activity. They released a series of videos for different devices, each focusing on a different coloured sweet.

Touchpoints used:

Marks & Spencer "Britain's Got Talent idents"

Grey London

Marks & Spencer has released a Britain's Got Talent TV ident as it kicks off a partnership with Ocado.

Instead of only focusing on bigger calendar events throughout the year, this is an example of how we can also focus on popular TV events like Britain’s Got Talent, Dancing on Ice, I’m A Celebrity, etc.

Touchpoints used:

Starbucks "Thank you for wearing a mask”

Iris

Now that masks are mandatory in UK retail spaces, Starbucks wanted to promote mask wearing as an altruistic and community-focused act.

The chain’s employees are well-known for writing customers’ names on cups, so Iris played on this with a self-deprecating tactical ad showing the challenges that baristas may face thanks to people wearing masks.

Brand trends: The Re-Adjustment Period

Mon, 03 Aug 2020 15:30:39 GMT

Campaigns are stuck somewhere between “stay at home” and “welcome back” and dancing between the two, caused by the general uncertainty of the pandemic.

Heineken “Back to Bars”

Publicis

The bars are finally open again and Heineken are pretty excited about it.

Set to Sinatra’s That’s Life, the TV spot shows people as they navigate through the new normal of night life.

From wearing masks to practicing social distancing in bars, it ends with a message encouraging people to socialize responsibly in order to keep bars open - as measures continue to ease.

This ad saw a shift from Heineken’s previous “Better together” campaign to be more in line with current distancing measures.

Touchpoints used:

Co-op “What’s For Tea”

Lucky Generals

Co-op have launched a campaign to highlight the issue of food insecurity in the UK during the coronavirus pandemic.

The "What’s for tea" ad shows children as they annoy their parents by constantly asking what they’ll be having for tea, before bringing to light that Co-op has donated five million meals to families in need.

The campaign was launched alongside print, digital and in-store activity – as well as a 20p donation to charity every time a customer buys a picnic product from the brand.

Touchpoints used:

TV
Print
Digital

Argos “Are you good to go?”

The & Partnership

Argos promotes its home delivery service in a bid to brighten up the British summer.

Set in a boring garden, the TV spot shows one family’s drastic shift from merely "good" to "good to go" during this year’s strange and surreal summer season.

The “good to go” depicts a family ready to grab lockdown life by the horns, with a relaxed mum soaking up the sunshine, and kids dancing in the garden along to their dad’s DJ set.

With the garden being littered with Argos products, and the same day deliveries 7 days per week, you’re good to go.

Touchpoints used:

Domino’s “Staycation Domination”

VCCP

Domino's celebrates the rise of the staycation in the UK amid the coronavirus pandemic.

Set to heavy metal music, the ad prepares the public for a season of lounging in gardens, proposing in parks and enjoying the sunshine at the beach.

The spot ends as socially-distanced groups tuck into pizzas in the park, atop Domino’s branded picnic blankets.

Touchpoints used:

McDonald’s “Welcome back”

Leo Burnett London

McDonald's have launched a campaign celebrating the fast-food chain's return to the high street, following mass store closures during the pandemic.

Set to Return of the Mack by Mark Morrison, "Welcome back" shows the public as they anxiously await the arrival of their order.

A child peers through curtains and a man is unable to sit still, before an onslaught of celebrations kick off among fans.

Touchpoints used:

TV
OOH
Social Media
Radio

McDonald’s “Scan the Smile”

R/GA London

It’s now been a decade of Minions with McDonald’s, and they celebrate the occasion with a Happy Meal AR experience.

Available via their Happy Meal app, the campaign encourages families to scan the smile on their packaging to initiate a digital experience with Felonius Gru’s creations.

The campaign launches across the UK in September.

App links:

Android
iOS

Well & Truly “Naughty-ish”

Creature

Crisp brand Well & Truly has launched its first TV ad encouraging the public to treat themselves with some baked corn snacks.

What at first appears to be an ad for corn is quickly interrupted by an announcement which reads, "We’re having some trouble loading your service. Please try again after you’ve grabbed yourself a snack."

As if in the style of a public service announcement, taste buds are told to "stand by" as the ad is taken over by a Well & Truly "naughty-ish" snack, with the backing sound effects of rustling crisp packets and biting noises.

Touchpoints used:

Lynx “Smell Ready”

MullenLowe

Lynx looks forward to some semblance of normality as lockdown measures continue to be relaxed.

As the quarantine continues in the future, the ad shows the British public sinking into their sofas, phone usage being through the roof, and the longing for physical human interaction.

When men across the globe finally use some deodorant and step out into the world, they’ll be ready to enjoy some socially-distanced dating.

Communication used:

Burger King “Whoppa on a Whopper”

BBH

Breaking away from the trend, Burger King have enlisted Tinie (formerly known as Tinie Tempah) for a virtual performance taking place atop the brand’s signature Whopper burger.

The campaign sees a miniature version of the singer performing his latest single Whoppa on top of the burger. The performance is accessible by scanning a QR code on the packaging of their Whopper burger.

This was launched alongside some out of home activity running through August.

Touchpoints used:

OOH
Social Media

Brand trends: Grenfell, Footie, Pride & Bau

Wed, 01 Jul 2020 09:21:21 GMT

This article focuses on Summer brand trends based on current events too large to ignore...

Justice4Grenfell “Remember the 72”

BBH

On Sunday 14th June we had the third anniversary of Grenfell - and we saw the names of the victims brought back into the news.

The 72 names were structured together as a typographical tower to serve as a memorial as well as a reminder that the community is still seeking justice.

Touchpoints used:

Print – column space was donated by The Mail, The Sun, and The Sunday Times
OOH media companies donated billboard sites across London

Grenfell United “#GoGreenforGrenfell”

Anomaly

A home-focused campaign to commemorate

the tragedy with a call to action via social media.

The public were asked to visit a Youtube link on

Sunday night, with lights turned off and curtains

open. On the video they were met with a bright

green light, promoting the message of going

green for Grenfell.

The intention here is to let the light shine through

your windows at the exact same time, as a

coming together from the community as a show

of support.

Communication used:

Social Media

BT Sport “Noisy Neighbours”

BT Creative

BT welcoming the return of football with a TV ad that celebrates the unifying role of sport during Covid-19.

The ad focuses on the highs and lows of watching football from home, as fans dust off their kits and yell at their screens, while others are told to brace themselves for noisy neighbours again.

Communication used:

Paddy Power “All Is Forgiven”

Octagon

We also have Paddy Power celebrating the return of football with a tongue-in-cheek campaign.

The ads showcase poor sportsmanship as an art-form, half-and-half scarves as just great camaraderie, and forgives the buffoonery of the beautiful game on it’s return to small screens.

Touchpoints used:

OOH
Print
Social Media

Premier League “Return to football”

FCB Inferno

The premiere league showcases the nation’s endurance during the coronavirus pandemic. It highlights the role of social media in keeping football fans connected at home.

It declares that “we are one team” – while thanking doctors and other frontline workers for their efforts.

Communication used:

Diesel “Francesca”

Publicis

Launched a short film ad for Pride month, about transgender rights, faith, and social inclusion.

Tells the story of Francecsa, who traces her transition from male as she comes to embrace her true identity and achieve her dreams.

Christianity being a motif throughout the ad, the final scenes reveal Francesca’s other dream to also become a nun – swapping her Diesel jeans for a nun’s habit – in doing so fulfilling her own intentions as well as the pursuit of her faith.

Communication used:

Global Pride “Our Pride Shines On”

We Are Social

Continuing the Pride theme, Global Pride have taken over the Animal Crossing game on the Nintendo Switch.

Since Pride has been cancelled, Global Pride are offering the parade to take place on a specially built Island in the game. It will include an in-game march, a hall of fame, a catwalk and a club, as well as Pride-friendly clothing that users can adopt.

This comes alongside a Twitch fundraiser, with all money going towards Pride organisations that were impacted during Covid-19.

Communication used:

Kronenbourg “Good Taste With A Twist”

Fold7

A play on the twist element of their new citrus flavoured beer, a beer with a twist. They bring attention to a French bulldog with a blue mustache, and a suitcase trunk that is actually a mini-fridge – as a means to underline the premium positioning of the product.

The campaign aims to accelerate brand awareness by challenging category norms and presenting 1664 Blanc as a premium lifestyle brand rather than a beer.

This is reminiscent of the work we did last year with Coke on the awareness of their Schweppes 1783 flavoured drinks, and the focus it had on promoting a premium brand as opposed to its normal counterpart.

Communication used:

Initially Digital and Social Media
TV, OOH and In-store later in the year

DRGN “Turmeric Superdrink”

DRGN

DRGN has launched a campaign for its turmeric superdrink.

It consists of BAU messaging, but with a playful nod towards recent government guidelines, such as ”Stay in, but not in-in” and “Go to work, but don’t travel to work”

It plays on the conflicting guidelines while highlighting the benefits of their caffeine-free and natural energy beverage.

Communication to be used:

Digital 6 Sheets
Print

EasyJet “Europening”

VCCP

A social media campaign celebrating EasyJet’s first day of flying and the reopening of Europe.

The work features a variety of evocative destinations around Europe with open signs to signal they are open again.

Alongside this, easyJet will be opening up their social channels to small businesses around Europe who usually rely on tourism.

The businesses will be able to post content using the #europening hashtag, and easyJet will then share the best submissions with their followers.

Communication used:

Social Media

Dacia “Ingenious Productions”

Publicis

A TV ad that celebrates the power of innovation in creating advertising during the coronavirus pandemic.

The ad shows your usual car driving shots, before zooming out revealing it was made in a living room. It reveals the resourceful production behind the film, such as a portable drill and the wine glass harp for road-like noise.

There’s the idea of breaking the fourth wall and showing the behind the scenes of a campaign – showing how a campaign gets made as the actual ad, could be something to think about.

Communication used:

Brand trends: COVID, Post-COVID & Onwards

Wed, 10 Jun 2020 17:43:17 GMT

Adjusting to a global pandemic is never easy. These campaigns focus on all things COVID-19 during lockdown and after, when restrictions eased...

Fosters “Working from Home”

Adam&Eve/DDB

Brands adjusted to the home working culture caused by Covid-19.

Fosters celebrates the idea that while on a

video call we only see half of anything in other people’s homes.

Similar to Jon’s wall watch idea. Features half of a speaker, guitar, lamp and clock – because why have a whole of something when you can only see half of it?

Communication used:

YouTube
Window Posters
Social Media

Dove “Courage Is Beautiful”

Ogilvy

The idea of celebration and recognition during the pandemic, and awareness of hard truths.

Dove brings awareness to the strength and determination of all frontline workers.

Strong use of juxtaposition – how something can be beautiful in the face of struggle (in this case courage and marks from PPE equipment respectively).

Communication used:

YouTube
Posters
Social Media

Nike "Living Room Cup"

AKQA

Activity piece for housebound people to partake in training competitions with celebrities.

Uploading personal videos to social media with the appropriate hashtags, the public would challenge famous sports personalities in a series of time-sensitive exercises.

Another idea we came up with at the beginning of lockdown. Shows that we have great ideas that can come to fruition.

Communication used:

YouTube
Social Media

Cadbury “This doesn’t need to end”

VCCP

A celebration of the myriad acts of kindness, big and small, happening during the pandemic.

The ad showcases the many ways in which we’ve shown generosity and connected with each other – during a period of isolation - and begs the question that when lockdown is over, the kindness and togetherness doesn’t need to stop.

An overall positive message, utilising their own slogan that ”there’s a glass and a half in everyone”.

Communication used:

TV
Social Media

Carlsberg “Adopt A Keg” Campaign

Grey

Support piece from Carlsberg in it’s native Denmark that allows locals to buy a keg.

They adopted the idea of “Can we drink today, like there is a tomorrow?”

Carlsberg offered consumers a keg purchase from the comfort of their home, and via a coupon system, people can win 2 post-lockdown pints along the way.

In response to this, Budweiser launched a campaign that allows the pre-purchasing of post-lockdown drinks in support of local bars.

Plays on the idea of the resumption, talk of “after the lockdown”, and coming back even stronger than before.

Communication used:

TV
Social Media

Sainsbury’s Says “Thank You”

Wieden + Kennedy

As restrictions are being lifted, we should be thankful for those who stepped up for us.

Showing appreciation for those who kept us safe, and making sure we don’t take their importance for granted.

Key touchpoints:

TV
Window Posters
Social Media

Vespa “Vespizzatevi”

BBH

A revival of its 1950’s slogan. Celebrates the idea of returning to a normal life and enjoying the small things we missed during lockdown.

Being together again in the sunshine, taking a night drive across the city, and enjoying being outside in general.

Communication used:

Print
OOH
Social Media

“You, Me, Us, We” campaign

Anomaly

A campaign surrounding the current support of the Black Lives Matter protests.

Although Pride London has been cancelled, Anomaly have created a campaign that leans on the current BLM message in calling out the spirit of activism and the idea of we, us, and sticking together.

The key message here is bringing the community together in times of need, and that we’re still united.

Communication used:

TV
Billboards
Digital 6-Sheets
Poster

Noom “Brain world, Kate” campaign

We Are Social

Seeing a move back into health, weight loss and getting that summer bod.

Noom promotes it’s weight loss app by following one user’s weight loss journey, showing how we can adopt healthy habits without cutting out our favourite foods.

Communication used:

TV
Social Media

Yorkshire Tea “Carbon Neutral”

Lucky Generals

We’re also seeing some ideas resume about carbon neutrality and being eco friendly.

They show they can adapt to carbon neutrality by literally adapting their famous brand illustration of “somewhere in Yorkshire” - by turning cricket players into beekeepers and adding solar panels to the roof of a house.

They have incorporated the Carbon Neutral stamp, which is also reminiscent of our work on the ThatApp concept.

Communication used:

TV
Social Media

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Brand trends: Sustainability, quick delivery & self-care

Brand trends: The return of 'normality', health and safety & the increase of OOH

Co-op “First day out”

Lucky Generals

Carex “Grab, squeeze and seize the moment” Ambient Media / Kinetic

Various Pubs “Get the vaccine”

Grey London

Brand trends: Sponsorships & Pride

After a year of trends surrounding lockdown and the pandemic, suppliers are finally finding their feet again and branching out to enhance their own brand. Some have taken the opportunity to advertise their sponsorship for sporting events and others have displayed their support during Pride month...

Sipsmith Gin “The official Tennis of Sipsmith Gin”

Watch the ad here .

Morrisons “Make good things happen”

Lidl “Big on 2.0”

Karmarama

Doritos “Make your play

Mother

Watch the ad here .

Skittles “Recolour the rainbow"

Adam & Eve/DDB

Yorkshire Tea “My brew"

Lucky Generals

Brand trends: The Euros - It's coming home

As restrictions ease throughout Europe, many are thrilled to finally be able to cheer on their country in the long awaited UEFA Euros football tournament which were postponed last summer. With the England team participating this year, advertisements showing their support for England are dominant...

Deliveroo “England Til We Dine"

Watch the ad here .

Snickers “Bothlands”

Heineken “Home Gatherings”

Publicis Italy

Domino’s “Domin-oh-hoo-hoo…”

VCCP

Watch the ad here .

Alpen “Up and Alpen”

BBH London

Yorkshire Tea / Alpro “My cuppa”

Lucky Generals

Will shoppers return to normal habits post-COVID?

Brand trends: Sporting events & togetherness

The UK is slowly opening back up and brands are celebrating the reopening of non-essential businesses, restaurants and pubs. Now that summer has begun, it is time to generate excitement for large sporting events that the world missed last year...

Heineken "Finally together"

Watch the ad here .

Bud Light “Boxheads”

Ocado “Just for you”

St Luke’s

Warburtons “It Can Wait”

Engine & Freuds

Watch the ad here .

Guinness “Looks like Guinness”

AMV BBDO

Wrigley’s Extra “For when it’s time”

Energy BBDO

Retailer competition in a post-COVID world

Brand trends: The return of pubs, restaurants & normality

After many months in lockdown, the nation welcomes back pubs and restaurants for outdoor dining, and non-essential shops. Brands show enthusiasm for the return of 'normal life' in campaigns that are drifting away from the trend of indoor activities...

Lucozade Energy “It’s on”

Communication used:

McDonald’s “Own Little World”

Communication used:

Stella Artois “Stella tips"

Draftline

Communication used:

McCoy’s “The Beast"

Engine Creative

Communication used:

Heineken “Perfect match”

Publicis

Communication used:

Brand trends: Lockdown Activities, Food Ethics & The Return of OOH

As the UK slowly eases out of their third lockdown, brands are starting to use more OOH advertisements. Brands continue to relate to audiences with ads focused on common home activities. Some are pushing a more ethical agenda, covering the fair trade and organic market...

Co-op "Honest value"

Communication used:

Marmite “Dynamite”

Communication used:

Walkers & KFC “It makes sense”

In-house

Communication used:

McCoy’s “The Beast"

Engine Creative

Communication used:

Green & Black’s “Wildly. Deliciously. Organic.”

Carex “Grab, squeeze and seize the moment”
Ambient Media / Kinetic