Dear Distinguished Subscribers,
Welcome to the 17th Edition of Stuffed, as the year draws to a close, we’ve come to the conclusion that 2020 can just get stuffed! Quite literally. So this week we launched our very own Goodstuffing. An exclusive stuffing mix with 5 recipes made especially to go with our Goodstuffing – check it out. If you haven’t already done so, you can subscribe to Stuffed here.
In this week’s Stuffed, we’re looking at the launch of the Morrisons festive dinner service to ensure no-one misses out. We’re applauding Papa John’s Christmas campaign that donated production costs to charity and finally, exploring the latest PAMCo release that shows an increased thirst for publishing brands.
Happy reading folks!
From your friends at Goodstuff.
STUFFED WITH CULTURE
Just when you thought the Murdoch media empire may have passed its peak, this week saw Ofcom give the green light to the latest venture, News UK TV, which is set to launch in 2021. Against a backdrop of ongoing political disputes and eroding public trust in UK news media, the station aims to fill a perceived gap in the market, particularly for those grown weary of the BBC. However, there are (unsurprisingly) concerns, particularly around the impact of the notorious Fox News-style broadcasting. Time will tell how well the format goes down with the British public.
On a slightly lighter note, it’s been an eventful Christmas ad season and Kantar’s latest research saw Coca-Cola take the crown for the two most powerful ads of 2020. Seeing off a strong challenge from Disney+, the formula is no secret – with sentimentality once again winning over UK viewers. Described as “familiar” and “very heart-warming”, it’s clear that a blend of nostalgia, escapism, and humour resonate most in these difficult times, leading to the greatest response and emotional impact from the audience.
It’s safe to say that this year’s festivities will be different this year, but Morrisons is keen to ensure no one misses out, with the launch of a festive dinner delivery service. Primarily aimed at those be self-isolating or don’t feel comfortable going to the supermarket, the box will contain a three-course Christmas dinner and be delivered straight to shoppers’ front doors. By reinventing access for its most vulnerable customers, the move provides a clear example of how brands continue to evolve their offering to demonstrate care and understanding, although it’s also likely to appeal to those simply seeking a bit of convenience during the usual xmas mayhem.
STUFFED WITH CREATIVITY
Don’t worry everyone, there’s no naughty list! Tesco and BBH stop us feeling guilty about overindulging this Christmas. The advert recognises that it’s been a tough year for everyone, and we deserve to treat ourselves. A witty approach across TV, press, and OOH that’s rooted in reality.
For this year’s Christmas campaign, Papa Johns’s donated production costs and marketing budgets to Crisis and the Trussell Trust, from the money saved by not running their own Christmas ad. They instead asked staff to help create a lovely yet cost-effective stop motion piece.
With Covid flight restrictions, Argentinian tourist hotspots were starting to suffer from the lack of trade, so budget airline Flybondi created an e-commerce platform on their flight booking website, which allowed potential tourists to purchase local destinations in advance of their trips – which they can collect at a later date.
1 million minutes ITV’s latest edition of the Britain Get Talking campaign is aimed to prevent loneliness from becoming the next pandemic. The print ad shows the reflection of someone watching Piers and Susanna alone and asks people to raise as many ‘minutes’ as possible through cash donations for volunteers to help end loneliness.
STUFFED WITH COMMS
PAMCo’s latest release demonstrates increased thirst for publishing brands
The latest report from PAMCo (Audience Measurement for Publishers) shows strong year-on-year growth across both news and magazine brands. Overall, news brands’ total monthly reach increased by 3% year-on-year to 49m. This growth has been driven by digital, with an additional 3m people consuming National news brands online compared to the same period last year. National daily digital readership has increased to 21m, with much of this growth coming from mobile consumption (+17% year-on-year). The magazine sector enjoyed a 5% increase in brand reach to 42.1m. Again, digital growth has been particularly strong, with online readership growing by 9% year-on-year to 27.7m. These elevated numbers are a testament to the key role publishing brands have played throughout the pandemic. With trusted news continuing to be in high demand, news brands remain an invaluable source of information. Magazine brands continue to provide inspiration and escapism, with passion brands, in particular, showing marked growth during this time.
Strong growth in OOH mobility post lockdown 2.0
The lifting of restrictions has seen a rally in OOH audiences – footfall in UK malls has leaped from 19% to 71% of normal levels in a week according to Adsquare data and vehicular use is now around 90% as reported by Apple. Among the greatest shifts in mobility at a city level includes London which has seen a 40% increase in mobility week on week according to Citymapper, whilst TFL is reporting a 50% increase in tube usage. With improved industry data and audience trading flexibility, we’re seeing a rapid increase in OOH interest both digitally and on classic formats.
Thanks for tuning in to Issue 17 of Stuffed, see you next week.