Dear Distinguished Subscribers,

Welcome to the 38th Edition of Stuffed.

How good did that pint taste indoors?? With this week’s weather being less than the balmy (dare we say…tropical) climate of last year’s May, it’s a good job Monday saw us able to retreat indoors to enjoy our pints in (dry) peace. A taste of what’s to (hopefully) come in a month’s time!

So onto this week’s Stuffed. In this edition we see the digital ad industry rocked by a Queen delivered initiative to ban HFSS foods, M&C Saatchi creates a tool to ensure no war veterans end up forgotten and Reach PLC traffic hits an all-time high.

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

Happy reading and stay safe everyone.

From your friends at Goodstuff.


Knife crime has cut short far too many promising young lives – including that of Kiyan Price, a talented player in QPR’s youth squad, who was killed trying to break up a fight at the age of 15. In a powerful tribute to what could have been, Kiyan has been added to FIFA21 as a playable character in his prime – marking 15 years since his untimely death. The idea involved bringing together sports scientists to develop Kiyan’s strengths as a youth player, and visual artists to show how he would have looked as a 30 year old man – to complete the character now playable in-game. It’s a touching tribute, and a powerful example of how new media can be used to tell complex human stories, and hopefully inspire real social change. 

iPhone gamers are watching with interest as the court case between Apple and Epic Games, makers of the smash hit Fortnite, heats up. The beef stems primarily from the 30% fee that Apple charges app developers for transactions made in their app store – Epic have argued that this, coupled with the sheer size of the App Store, amounts to a monopoly. Whilst the current effect is that Fortnite has been removed from the App Store (after Epic set up their own payment system as an attempt to circumvent Apple’s charges), it has potentially larger ramificationsIf Epic win, Apple’s walled garden could come crumbling down, resulting in more power for the user over what apps they can download to their devices, and from where. 

 The streaming industry remains a key battleground with yet another merger revealed this week, this time between AT&T and Discovery. The deal will create a new business and combine over 100 brands and streaming services, including HBO Max and Discovery+. It’s the latest episode in a market where scale is king, and subsequently is seeing consolidation on a huge scale as competitors team up to take on the might of Netflix and Amazon. 


Burger King confirms where there’s smoke there’s fire
BBH’s new campaign has been inspired by conspiracy theories on Reddit as to how Burger King might achieve their flame-grilled taste. Along with the lolz, an AR restaurant locator can be launched from poster sites, which prompts users to follow a plume of smoke to the nearest flaming Whopper outlet.

THE OUT goes rental over lockdown routine
The JLR-owned car rental business is aiming to put a bit of excitement into a rental by urging customers to break their routines with an immersive real-world game. Along with a new Land Rover Defender, you collect a secret mission and destinations. An unusual way to get back to business as usual.

Commonwealth War Graves hail local heroes
To prevent fallen heroes of the two World Wars from becoming a distant memory, M&C Saatchi has created a tool for the Commonwealth War Graves Commission that allows you to find out about soldiers that lived near you. Using postcode locators, and embedding individual stories in Google Street View, it commemorates War Graves Week.

Cinemas are back, with a little help from their friends
Hats off to all involved in this pro-bono and contra campaign reminding people of the joys of cinema and theatre, now they’re open again. Aside from TBWA’s witty creative work, it’s a heart-warming reminder of the interdependency of all forms of media. I think I might have something in my eye…


Government new ban on HFSS Ad restrictions
There has been disappointment at the recent Government announcement for HFSS ad restrictions for TV and online. It has been a debate for sometime now around the impact of food and drink high in fat, sugar and salt (HFSS) advertisement on child obesity.  However there is limited evidence with research suggesting it would only reduce a child’s daily calorie intake by 1.74 calories. The restrictions will come into play from April 2022 onwards and experts have warned of the financial impact this could have on media owners and result in an estimated 4% decline.  

Reach PLC traffic goes through the roof!

Reach PLC, one of the UK’s largest national, and regional publishers has recorded a 32% increase in page views throughout 2020. All publishers have recorded traffic increases, but such an increase suggests an evolution digital strategy beyond merely capitalising on consumers’ needs for news.

David Higgerson, Chief Audience Officer, puts the growth down to a renewed focus on data, CRM, and newsletters. “Our page view increase was thanks to a number of factors (not least the hard work of our talented journalists) but our strategic focus on newsletters played a major role”. The success of its newsletter strategy has been particularly important, with the publisher now sending out over 300 newsletters. Reach’s newsletter strategy focuses on a range of topics, including hyper localised newsletters tested in the Doncaster and Harrogate areas.

In December the publisher launched the ReachID which enables a unified view of customer behaviour across its entire digital portfolio, along with InYourArea providing hyper-local news to the user.

Thanks for tuning in to the 38th edition of Stuffed, we’ll see you next week.