Lockdown Creative
Nurture Brands
Issue 55 | June 2020
Agency
EMILY
Creative Team
Managing Director Adam Draper Head of Marketing Victoria Harrison Brand Manager Lucy Matthews Social Media Manager Ruby Deyong Andrews
Date
May 2020
Background
When snacking brand EMILY bought some outdoor media space in 2019, the brand did so thinking April 2020 would be a perfect time to run its first outdoor advertising campaign. They envisioned a bustling, sunny bank holiday Easter weekend with people out and about in parks, barbecuing and eating lots of crisps.
The original campaign was called ‘Ditch Dull, Eat Bold’, which seemed out of touch. The team saw an opportunity to do something different and hopefully raise a few smiles during a tough time.
Idea
The new campaign was turned around in under a week. Poster media owners Clear Channel were an amazing partner. Originally nervous that the campaign was making fun of the format (one ad said “Maybe we should have done a TV ad instead”) they were very happy with the success of the campaign. EMILY hoped that humour would get people talking and sharing online. And they were right.
Results
Unknown
Our Thoughts
This is such a clever response to a problem, flipping OOH into social media. Sharing the ads on Instagram Stories and inviting followers to fill in missing words was genius. The in-house PR team can take a bow.
PR, by the way, is reported to have done well throughout lockdown and you can see why. People are on social media more assiduously than ever, looking for anything that might make them smile. EMILY has obliged. I hope the sales figures have got them smiling at Nurture Brands.