Dear Distinguished Subscribers,

Welcome to the 52nd Edition of Stuffed.

As we round off the last few days of August, it really does feel like summer is coming to a swift close. New figures have revealed that this summer the nation has seen the least amount of sunshine recorded since 2012! Perhaps that’s why, an average of four million, viewers were glued to each episode of Love Island this summer. And, if you were thinking, I’ll reach for my trusty summer friend, a McDonald’s milkshake, to see out August, think again, as it’s off the menu due to supply shortages. But fear not! Even though we’re saying goodbye to August, we’ve got something exciting up our sleeves for September…so, watch this space folks!

Now onto this week’s Stuffed. In this edition, a guide to crypto-currencies for brands, a McFlurry of excitement in Southbank, and a new feature rolling out across social media in a bid to combat fake news.

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

Happy reading and stay safe everyone.

From your friends at Goodstuff.


From Bitcoin to Cardano, Polkadot to Dogecoin; there’s no doubt that crypto-currencies are booming right now, but the question remains – how can brands get involved? And should they? Well, BBH Labs’ Will Lion not only provides a brilliant guide to how crypto-currencies actually work, but he also looks to answer these questions. His piece discusses various topics from the NFT’s released by the likes of Coca-Cola and Burberry, to crypto-based fan tokens from Football Giants PSG and Barcelona. It’s a brilliant read, but a bit of a mind-boggler at times so if you find yourself with ten minutes free and a cup of Joe to hand – strap yourself in! 

You should also strap yourself in for a bombardment of brilliant sport over the next few weeks as the Paralympics started this Tuesday. As part of the games, Channel 4 is bringing all the best bits and highlights to UK TikTok audiences through a bespoke hub on the video-sharing site. The Hub contains a variety of custom Paralympics content such as behind-the-scenes access to athletes and athlete Q&As, all of which have been created specifically for the TikTok platform by 4Studio. It’s a great move by Channel 4 to access those younger audiences that we know are watching less and less linear TV on a yearly basis.

Whilst the Paralympics has only just kicked off this week, Love Island came to a climax as the Islanders were whittled down to 8 finalists and the winner was announced on Monday night. However, we’ve borne witness to viewing figures in this series fall to lower levels than we’ve seen previously which has left some calling into question the future of the hit ITV2 show. However, ITV Boss Kevin Lygo has been quick to dismiss those claims as he insists the show is in good health going into the future, despite a rise in Ofcom complaints this year.


McDonald’s creates a McFlurry of excitement in Southbank

Inspired by the popularity of ‘drive-thrus’ during the pandemic, the brand has created its very first ‘walk-thru,’ in an Out Of Home (OOH) installation on the Southbank. The installation will serve free McFlurrys and will be open over the Bank Holiday if you’re passing by.  

Channel 4’s Superhumans craft another Paralympics masterpiece

To celebrate the start of the Paralympics this week, we can’t help but love this year’s launch campaign. In addition to brilliant film craft, the campaign is a masterclass in the art of copywriting and blending advertising with media creativity, demonstrated through the press and OOH executions.   

Cadbury’s Celebrations helps more siblings feel their first Rakhi 

Launched to coincide with the world’s largest celebration of siblings – Rakshabanden, Cadbury’s India developed and shared a prosthetic innovation to make it possible for amputee children to receive a Rakhi. The Hindu tradition involves weaving bracelets (Rakhis) as a blessing and involves the sharing of sweets or chocolate.  

MGM dares you to say ‘His’ name five times into your phone’s camera

Candyman is back, to launch the remake of the 90’s horror classic, MGM and Monkeypaw have created an interactive ad using your device’s camera and microphone. The experience is based on the film’s premise of say his name five times in the mirror and he’ll appear.  


Future Acquire Dennis Publishing

It was announced this week that Future has acquired Dennis, the publisher behind brands such as MoneyWeek, The Week, and IT Pro. This is the latest purchase by Future who have been on somewhat of a buying spree across the marketplace across the past 5 years, growing its portfolio with a series of acquisitions such as TI Media and GoCompare. 

The purchase of Dennis has a number of benefits for Future: it expands their reach in the US, and deepens its presence in the wealth, current affairs, and technology verticals. Within print, Dennis’s reliable majority subscription-based revenues were also no doubt of appeal, in the context of a wider magazine market that continues to be affected by the pandemic. 

It is worthy of note that Dennis has been diversifying its offering in recent years across content and services, as demonstrated by the purchase of the price comparison site GoCompare. Future now covers everything from print and digital media to websites, events, and ecommerce, reflecting the changing face of what it means to be a magazine publisher in 2021. 

Twitter testing new feature to combat misinformation

In the continuing battle to fight fake news and deceptive information being shared across its’ platform, Twitter has rolled out a new feature across select territories which will allow users to report a Tweet for being misleading. 

What’s interesting about this feature is that it currently does not mean any action will be taken against a Tweet marked as misleading but should patterns of reporting behaviour be observed then moderators may step in. Whilst this initiative is potentially subject to mass-hacking, it does mean that a human lens will be applied over any decision which should prevent things from being improperly taken down.  

This coincides somewhat with Twitter’s Birdwatch initiative, which is a bit like crowd-sourced moderation: users can add additional notes onto Tweets which can become viewable should users wish to see these for further context or clarification.  

Slowing the spread of fake news is critical to the future success of this platform, so to see Twitter taking action is welcomed. How impactful this will be however remains to be seen, but our ever-optimistic view is that this is a step in the right direction. 

Thanks for tuning in to the 52nd edition of Stuffed, we’ll see you next week.