Last week, CEO Anita shared her top tips for adapting your marketing campaign in the midst of Covid – some help to get your messaging and approach right. This week, we’re sharing our favourite campaigns from the brands we think have nailed it.
Feed NHS
“It’s got to be the Feed NHS campaign, which was launched to raise as much money as possible for NHS Trusts and get hot, healthy meals to NHS teams on the front line.
“This not-for-profit campaign set up by Matt Lucas, Damian Lewis, Helen McCrory and John Vincent from LEON, sees the restaurant industry come together to provide meals at cost and deliver them to the hardworking NHS teams on critical care units.
“Brands including Wasabi, Tortilla, Peach Pubs, Franco Manca, Haché and Dishoom, alongside hospitality provider BaxterStorey and coalition Mealforce are already on board and this is growing every day. To date the campaign has raised £1,131,701.79.”
Sarah Harding, account director
Made in hackney – we need each other now
“My favourite is Made In Hackney’s ‘we need each other now’ campaign. They are a plant-based community cookery school/charity that has changed the lives of thousands of Londerns by providing free cooking classes for groups such as young carers, refugees and low-income families to help enable them to lead healthier and happier lives. My favourite part of the initiative is how well they’ve responded to COVID-19 by changing their services to now provide healthy meals to vulnerable people that can no longer leave their home or are caring for others.
“They are currently providing 420 meals a day and are on track to soon increase this to 500 meals per day1”
Emily Douglas, account executive
Magic Breakfast – #KeepBreakfastGoing
“Mine would have to be Magic Breakfast’s #KeepingBreakfastGoing which provides healthy and nutritious breakfasts to vulnerable children.
“Since school closures were announced, Magic Breakfast – in association with Kraft Heinz, Morrison’s and Kelloggs – has been delivering breakfast food to schools – feeding children at school, and making up breakfast packs to deliver to families who need them.”
Victoria Joseph, senior account manager
BrewDog – Punk Sanitiser
“It’s a controversial one, but I love the bold, ballsy campaign from BrewDog – switching up production and getting 200,000 bottles of Punk Sanitiser to NHS Scotland and charities. While there was initial criticism, the Scottish brewer stayed true to its brand, while very quickly meeting a genuine market need.”
Fiona Hamilton, associate director
Hospitality Action – Covid 19 appeal
“I really admire the team at Hospitality Action for its Covid-19 emergency campaign. It acted decisively and quickly, kicking off the campaign mid-March to get one off grants, to help hospitality workers get by. They’ve raised over 300K so far and there’s more initiatives to come. The campaign epitomises everything that’s great about the industry and Mark and his team should be so proud.”
Anita Murray, CEO
Evening Standard – Food for London Now
“My favourite is the Food for London Now campaign run by the Evening Standard which gets food to the vulnerable during the crisis. They got it up and running quickly, encouraging readers to ‘donate money and save lives’. It’s simple but effective, and genuine. And with the campaign’s fundraising surging past the £1.5 million mark, it’s a real show of Londoners uniting to help during the current situation.”
Belinda Unasing, client services manager
As Anita said in her blog: “It’s a fine line between keeping communications going and being seen to be exploitative. With things altering daily, finding the right way to communicate in such a fast-changing situation is a major challenge.”
You can read her full blog containing her top tips to consider when adapting your marketing strategy during these difficult times here. Or give us a call on 0208 256 1360 if you need help adapting your campaign.
