Dear Distinguished Subscribers,

Welcome to the 37th Edition of Stuffed.

Before we get stuck into another glorious edition of Stuffed, this week we’ve been unpacking what it means to be open with each other about our mental health.

We’ve been exploring the things we can all be doing to improve our mental well-being. We’ve had yoga sessions, outdoor meditations, and honest conversations with one another about how we can all support our mental wellbeing.

Continuing with the theme of the week, in this weeks stuffed, we’ll see Campaign Against Living Miserably (CALM) also highlight Mental Health Awareness with Olympic Gold Medallist Luke Campbell, as well as hearing about a new Twitter update and celebrating The Guardians 200th birthday (many happy returns to you!! 🎂)

If you haven’t already done so, you can subscribe to Stuffed here.

Happy reading and stay safe everyone.

From your friends at Goodstuff.


The Premier League has announced a £4.8bn TV rights deal with existing broadcast partners Sky, BT and Amazon running from 2022 to 2025, avoiding an auction that could have led to hundreds of millions being wiped off the value of future deals (estimated up to £900m – yikes!). The sport (like lots of things) has acutely felt the consequences of the pandemic, with lost ticket sales and rebates to broadcasters for cancelled matches. But in the context of the recent Super League backlash, there has been a call for clubs to commit more money to the wider football community. The deal will include an extra £100m of trickle-down funding to support this.

QR codes have now become relatively commonplace as a result of the pandemic thanks to the likes of the NHS track and trace app & our beloved pub drinks menus. Sky Mobile is piloting a ‘Shoppable Ads’ proposition, focussing on addressable television ads that will feature a unique QR code that will direct viewers to a brand’s website. It’s aiming to ease and shorten the consumer journey whilst also answering brands desire for more measurability. Currently, they’re the only broadcaster to be trialling this.

Twitter has made our newsletter once again this week, this time, for introducing their ‘tip jar’ feature that lets people send money to others on the social network. At the moment this is limited to a select group of ‘creators’ (journalists, charities etc) and is only available via the app, but is hoped to be rolled out more widely in the coming months. Whilst there are some initial security concerns, it does mark a significant acknowledgement that Twitter is a creator economy. Giselle Ugarte, the CEO of the influencer consultancy Action-Forward, says “the most extraordinarily average human beings can be the most influential ones on society” – we couldn’t agree more.


CALM step into the ring for Mental Health Awareness Week

This week, Campaign Against Living Miserably have enlisted Olympic Gold medallist, Luke Campbell, to step into a virtual ring, on Instagram Live, to box 18 rounds against 18 celebrities. Billed ‘The Hardest Fight’ it reflects the battle with poor mental health that claims the lives of 18 men a day.

Maltesers encourage new mum’s to overshare

A campaign that ran last Mother’s Day saw Maltesers encourage new mums to share the often not-so-joyous experiences of having a newborn via social. Frank stories became headlines for out-of-home, and insightful, knowing films made it clear it’s okay not to be okay – helping mums’ mental health in the process.

KFC is lickin’ up to their loyal fans

When your customers do more to market your brand than you could ever reasonably wish for, there’s only one thing you can do: show them their appreciation is reciprocated. In this case, KFC has put mutual love at the heart of their campaign to welcome back their finger-lickin’ end line.

Veet acknowledges that body hair might hirsute you

Following in the footsteps of brands like Persil, Veet is recognising that the stuff the product eradicates isn’t the root of all evil. The launch film for their new brand platform embraces the ‘freedom movement’. We can’t help feeling this could be a gift of a brief to activate beyond video though.


A happy 200th birthday to The Guardian
Founded as The Manchester Guardian in 1821, the paper was founded by non-conformists with the aim of championing liberal and progressive values.

200 years later, the Guardian has transformed from a local newspaper to a global news brand that, still independently owned, is now the sixth biggest news website in the world. Asked what the secret is to the brand’s success and longevity, editor Katherine Viner stated “it’s because we know who we are: we have roots, we have a philosophy, we have values.”

Its this faithfulness to their founding principles, coupled with a dedication to digital transformation, that has held The Guardian steadfast in the publishing landscape and at the forefront of innovation throughout. Here’s to the next 200! 

ITV’s big bounce back

After a tough year for broadcasters with the Covid 19 pandemic prompting a collapse in the TV ad market from March, ITV is finally seeing a light at the end of the tunnel. ITV’s latest financial statement shows how strong this year’s recovery is likely to be. The broadcaster said total ad revenue was up by 68% year-on-year in April and is forecast to be up by about 85% in May and between 85% and 90% in June.

Aiding this growth is the huge interest advertisers have in ITV’s coverage of the postponed Euro 2020 tournament and the long-awaited return of the popular reality show Love Island. With such a strong start to 2021 seeing revenue and viewing both up we are finally starting to see a recovery in the advertising market.

Thanks for tuning in to the 37th edition of Stuffed, we’ll see you next week.