Dear Distinguished Subscribers,

Welcome to the 48th Edition of Stuffed.

Believe it or not, it’s been 500 days since our Goodstuffers left our sunny Tottenham Court Road HQ for the delights of their home offices (or temporary ironing board desks). 500 days without a ping pong sesh, 500 days without a cheeky trip to Five Guys for lunch, and 500 days to get used to teams calls. We’re still forgetting we’re on mute … anyone else?! 

Onto this week’s Stuffed, we look at McDonald’s summery spicy launch with AJ Tracey, Corona create a ‘reel’ difference with plastic waste and Freedom Days sees brands welcome back their customers. 

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

Happy reading and stay safe everyone.

From your friends at Goodstuff.

STUFFED WITH CULTURE

This summer marked the launch of McDonald’s latest burger – the McSpicy and to mark the occasion they’ve teamed up with UK rapper AJ Tracey. In the ‘hottest’ (see what we did there) collab of the summer, the McSpicy van, and new burger both feature in Tracey’s brand-new music video for his single, ‘Summer Shoutout’ which is set to drop in the coming weeks. It follows in the footsteps of various brand-rapper deals we’ve seen – last summer Mcdonald’s teamed up with rapper Travis Scott across the pond, and Just Eat’s ‘Did Somebody Say Just Eat’ campaign with Snoop Dogg in the UK.

Facebook announced their latest results for Q2 this week and it was good news for Zuckerburg and co, as the company’s profits doubled to $10bn over the quarter. Like many other tech giants, the social media company has prospered over the pandemic due to a significant increase in digital ad revenue across its platforms throughout the period. However, there are worries that this success might be somewhat short-lived, as new iPhone privacy policy changes set for the coming months could impact the granular targeting Facebook is built on, thereby slowing revenue growth.

Jess Garlick of BBH Labs has recently put together an absolutely brilliant piece around extremism amongst young people in Britain. She discusses in depth the effect social media has had in inducing a culture of ‘extremes’ amongst the younger, ‘Gen Z’ generation. She encourages us to embrace the inconsistency that prevails with this generation, arguing that they shouldn’t be judged with the one-dimensional view which has been applied to previous generations. We won’t spoil it all for you, but it’s well worth a read if you have five minutes spare, it’s well worth a read!

STUFFED WITH CREATIVITY

Heineken raise the bar for greener pit stops

Heineken’s mission to become more sustainable from barley to the bar has led them to create an eco-bar. Launching at London’s E-prix, the bar uses 100% renewable energy and is built using recycled and reused materials. Heineken plans to make the eco-bar their solution for all future events and experiences.

Netflix and Publicis Italy make fear a reality

To promote the release of the new horror movie ‘A classic horror story’, Netflix and Publicis Italy decided to terrify the people of Milan. Using a motion-detecting special build, a digital demon would stalk people as they pass, until the real monster jumps out to truly frighten them.

Corona creates a ‘reel’ difference with plastic fishing

Fishermen in Mexico end up catching more than just fish when they cast their nets. Plastic waste is costing these men their livelihoods. So, Corona created the Plastic Fishing Tournament, buying ocean plastic at the same price per catch as fish. Now local fishermen can clean the ocean and fill their pockets.

Vodafone’s 5G robot helps The Lions with shirt signing duties

Rugby fans have been unable to travel to The Lions tour this summer, but Vodafone won’t let that stop fans from connecting with the boys in red. Using a 5G connected robotic arm in London, players signed Lions shirts for super fans in real-time, all the way from South Africa.

STUFFED WITH COMMS

ITV’s unexpected partnership with Fortnite.

Following the launch of its brand new, high octane, Saturday night game show The Void, ITV has taken a step in the Metaverse by recreating the show in Fortnite Creative. This means Fortnite players can take on their own in-game version of the program’s action-packed challenges.

In doing so ITV has become the first UK broadcaster to harness Fortnite Creative, a version of the wildly popular game that enables players to create, design, and publish customized environments.

Working in partnership with 3D Lab, the digital counterpart of The Void is the first of many such game worlds that will be created by the broadcaster as it seeks to build a network of creators on different platforms around its programming. Could this be the first of many ITV shows to take the gaming world by storm?

As ‘Freedom Day’ arrives, Out-of-Home’s renaissance continues, and brands take advantage of renewed audiences with ‘Welcome back’ messaging.

This week saw the long-anticipated arrival of the 19th July, signally ‘Freedom Day’. With Covid restrictions across England being dropped, large-scale events such as festivals are now permitted with no capacity caps. All remaining businesses including nightclubs can reopen and limits on social gatherings have been scrapped.

The summer heatwave, staycations, and the summer of sport, with the Euro’s, Wimbledon, and capacity crowds at the Silverstone, have meant OOH audiences have continued to climb. Apple driving mobility is currently at 139% versus the pre-pandemic baseline and consolidated data from TFL showed tube travel reached 67% of normal demand on the day of the Euro’s final.

TFL’s latest “Welcome back. Tube it. Bus it. Train it” campaign is reflective of the wider industry, as brands seek an optimistic tone to welcome back consumers. We can’t wait to be back in the pub garden with our fellow Goodstuffers.

Thanks for tuning in to the 48th edition of Stuffed, we’ll see you next week.