Dear Distinguished Readers,
Thanks for joining us for the second issue of Stuffed, we’re mighty glad to have you back and hope you enjoyed issue 1, the hype was worth it, right? If you’re joining us for the first time, welcome onboard, we’re here to bring you the best of culture, creativity and the world of media communications.
This week we’re looking at a brand who generously offered to spice up their twitter followers profile pics with their (rusty) photoshop skills and exploring the potential impact from the retirement of the John Lewis slogan. And finally, we’re taking a look at the radio station who this week launched their Christmas station… only four months early! So, if you are wishing it could be Christmas every day, you are well and truly in luck!
Happy reading folks!
From your good pals at Goodstuff.
STUFFED WITH CULTURE
It’s been the hallmark of their retail strategy for nearly a century, however this week saw John Lewis retire the slogan and price match promise ‘Never Knowingly Undersold’. Driven by cost-cutter rivals online and shifts in consumer habits, the decision has already been applauded by experts and seen as long-overdue. However, whilst the newly appointed chief exec has insisted fair value will continue to be at the core of the retailer’s proposition, time will tell whether this decision will negatively impact consumer perceptions and sales in the run up to Christmas, the most important and profitable retail moment of the year.
As marketeers, we’re all familiar with the difficulties that come with ensuring the brands we represent adapt and evolve to ensure they consistently, and authentically, speak to and reflect the values and beliefs held by their audiences. To help with this challenge, Gay Times have announced the launch of a new in-house agency GTX, specifically designed to credibly connect brands to the LGBTQ+ community. A forward-thinking publisher with a rich history and understanding of the nuances of their audience, we’re looking forward to seeing the refreshingly honest content that will undoubtedly come out of the agency.
Speaking of understanding audiences, Harry Guild’s article on the downfalls of assuming group cohesion makes for an interesting read. Focused on dismantling sweeping yet paradoxical definitions and labels such as Gen Z and Millennials, Guild’s argument is thought-provoking as he questions ingrained monolithic group biases, and how useful commonly used cohorts really are.
STUFFED WITH CREATIVITY
To push their spicy chicken range, US burger chain Wendy’s took to Twitter to spice up people’s profile pics with their, er, questionable photoshop skills. Seamlessly (and hilariously) integrating brand, product and offers into replies, they’ve proved there’s still plenty of mileage in old-fashioned Twitter lolz yet.
Following closures of some of the city’s main music venues, Clear Channel created this pre-pandemic campaign to direct Stockholmers to more underground gigs. By feeding their network of screens with a live database of artists, songs, locations, dates and times, they created dynamic triggers to send Metro users to their nearest venue.
More fast food marketing smarts (soz, but we love a burrito) from the Mexican fast food chain. During lockdown Chipotle did the right thing by their suppliers, helping develop, design and fund their Virtual Farmer’s Market presence on Shopify and generating sales with celeb chef recipe TikTok tutorials.
One from the archives, but sadly only too topical still. B&A, the travel company catering to black travellers, hijacked trolls’ hate-filled racist posts and turned the narrative positive and uplifting in a clever campaign using AI powered social and DOOH.
STUFFED WITH COMMS
Facebook to launch News Service in the UK
Facebook intends to expand Facebook News, its dedicated tab for curated news content, in the UK in the next few months as part of an expansion beyond the US. Facebook have pledged to pay publishers a license fee to show their content in a move that has been made to ensure that quality and truthful journalism is clear and marked in a ‘sea of murkiness’.
Whilst this is undoubtedly a great move for consumers, as they will be able to access quality journalism in an environment that they are natively accessing multiple times a day, the reaction from publishers is yet to be seen. Naturally this move may mean that less news content is consumed on site, as people use this tab for headlines and a quick view on news from around the world. Also, some publishers hold reservations about the quality of traffic derived from social news sites and will be reluctant to allow Facebook to become a main source of traffic driving to their site.
Magic launches Christmas station four months early
Do you wish it could be Christmas every day? If 2020 has taught us anything, it is to expect the unexpected, and it seems Father Christmas has granted some people (definitely not all) wishes four months early this year. Magic Christmas launched online this week, playing 100% Christmas music back to back, 24 hours a day. Ronan Keating, one of Magic Radio’s Breakfast presenters said, “2020 has been a hard year for us all – what better way to lift our spirits than bringing Christmas forward a few months?”
With so many people continuing to work from home or working more from home over the coming months, there is greater opportunity to not have to conform to the nominated office playlist or station. It will be interesting to see how many streams the service has delivered already, maybe a glass of sherry will convince us?
That’s all for Issue 2 folks. Thanks for tuning in and we’ll see you next week.