Dear Distinguished Readers,
Welcome to the third week and edition of Stuffed, and the first issue of September. Yup, that’s right, it’s September already. We’re not sure where August went either, but we do know that the first Stuffed of this month is an absolute belter. As you’ll know our mission is to provide you, our faithful reader, with the most carefully curated nuggets of gold from the worlds of culture, creativity and media communications. Be sure to subscribe here if you haven’t already… (Please!).
This week we look at two foodie giants, previously cosy bedfellows, but now bitter rivals and, indeed, going in to battle with very different marketing strategies. We also look at a great automotive campaign that catches other car brands napping, and finally, a clever (but utterly worthy) initiative that has Heston Blumenthal doing what he does best; teaching you how to make his amazing triple-cooked ‘Invisible Chips’ – all in aid of a struggling hospitality sector. You’ll have to see it to believe it.
Happy reading folks!
From your good pals at Goodstuff.
STUFFED WITH CULTURE
Like many British couples following a tense few months of lockdown, Ocado and Waitrose have broken up after 18 years. Waitrose’s middle-class foodie rival M&S have bought out their stake in Ocado as part of M&S’s strategy to expand their food business and boost profits online. Interestingly the two rivals are taking very different approaches to their marketing, with Waitrose continuing to focus on quality, whilst M&S have pivoted – targeting families and aiming to tackle perceptions on value. Personally, we’re just excited to order a Colin the Caterpillar to our front door.
Another relationship on the rocks is the one between Facebook and its publishers over in Australia. Facebook is threatening to block news publishers (and any other users) from sharing news on its platform after a new law was proposed that demands Facebook share its revenue with publishing platforms. The code was proposed to ensure that smaller, regional publishers remain viable, but it’s been met with dismay. Facebook recently launched their own news service ‘Facebook News’ in India, it’ll be interesting to see if this sparks a similar platform in Australia.
Selfridges have gone futuristic with their latest ‘New Order’ campaign, some would say it even looks at home in a Ridley Scott blockbuster. They’ve brought together an array of digital creatives to make use of innovative advertising techniques such as 3D makeup looks and shoppable window formats which feature walking clothes without human models. The campaign will run across performance social, showing off the store’s latest range of products in an inventive approach to direct response. But often the bravest work delivers the most fruitful results.
STUFFED WITH CREATIVITY
Aussie chocolate brand Darrell Lea cheekily slaps down Cadbury’s by having the Greenpeace orangutan drum along to George Michael’s ‘Freedom ‘90’ to announce its products are 100% palm oil free. Joyously and brilliantly executed by Melbourne agency Akkomplice.
Another great automotive campaign catches other car brands asleep at the wheel, by focussing on a genuine USP. Skoda’s ‘sleep package’ (natty headrests) avoids rear passenger head loll. You know, the uncomfortable in-car sleeping contortionism that makes for great tactical roadside OOH, lorry ads and social gold.
…you’re bored o’ life. But if you do find yourself in France’s magnificent second city and tired of the grape, visit the Base Sous-Marine. If derelict submarine bases weren’t Bond-villain-cool enough, the Bassins De Lumieres Project fills them with light and sound installations of Klimt, Klee and Luca Longobardi’s work.
Hospitality Action devised this brilliant initiative to help the struggling restaurant sector. Fine eateries, like Hawksmoor and Gaucho, have added ‘Invisible Chips’ to their menus. 0% fat and 100% charity, they can be delivered by invisible drone and Heston himself shows you how to cook them.
STUFFED WITH COMMS
The Hits Brand Hitting Back at Heart
On Monday, Bauer revealed their big plan for their finally approved acquisition stations from First Radio Sales. Lincs FM, UKRD, Celador and Wireless local stations will become part of the Hits Radio Brand Network playing the biggest hits and nostalgic tracks, classic hits from the 70s, 80s and 90s as well as Country Hits. The network currently delivers 73m hours, giving it a commercial radio share of 15.8% and a reach of 8.9m. The successful and traditionally market leading Heart brand delivers 58.3m hours, reach of 9.4m, but a marginally smaller commercial market share of 12.6%.
There has been the long-standing debate over the importance of reach vs share in the radio world. Fewer listeners listening for longer or larger listeners listening for less? Loyalty vs scale. The most recent Rajar Q2 2020 was based on the same results as Q1 due to COVID preventing sample taking for the Rajar diaries. With Bauer’s rebrand of the First stations there may be an initial dip in Rajar results whilst listeners adapt to their new station sounds. Whether this impact will be measured for Q3 is yet to be seen, or could Bauer keep the leading commercial spot for another Rajar quarter?
Amazon Music brings Twitch’s livestreams to its music app
Amazon Music has partnered with live streaming platform Twitch (owned by Amazon) to incorporate Twitch’s live streaming functionality into the Amazon Music app on IOS and Android. With COVID-19 impacting the live music industry, this partnership enables artists to have that live ‘gig’ effect on a global scale, whilst offering listeners on-demand playback and artist-listener interactivity and dialogue. The immediate demand for this technology is apparent, but if gigs and concerts return to normality, will listeners ditch the technology for the real deal?
That’s a wrap for Issue 3 folks. Thanks for tuning in and we’ll see you next week.