The Platinum Jubilee celebrations are just around the corner, bringing a parade of associated promotions. Brands across the board are turning red, white and blue to create tie-ins for the event – whether that’s a limited-edition product, an exclusive partnership or flagship pieces of topical content. But with so many companies capitalising on the occasion, consistency and relevancy are key to cut through the noise.
Pledging allegiance: In the run up to the big event, we’ve seen so many examples of brands getting involved with the jubilee in different ways.
By order of her Majesty: A host of companies including Waitrose, John Lewis, Sotheby’s, Burberry and renowned royal supplier Fortnum & Mason have been selected as partners of the Platinum Jubilee Pageant – an official appointment which will put them in front of an audience of millions. These quintessentially British names are the perfect choice, and we’re likely to see many more brands highlight their UK heritage in the coming days.
Great British Editions: Shelves are filling up with limited edition products inspired by Great British flavours – including Tim’s Dairy’s Strawberry Royale Yoghurt; Fox’s sweet selection in Lemon Meringue, Peach Melba and Jelly & Custard varieties; and Cotswolds Platinum Jubilee Gin inspired by the taste of Eton Mess.
Platinum packaging: Following in the footsteps of 2012’s ‘Maamite’, we’re seeing more big names give their packaging a makeover. Heinz’ famous HP Sauce and Salad Cream have transformed into ‘HM Sauce’ and ‘Salad Queen, Cadbury’s have created an exclusive commemorative Roses tin, and PG Tips have plastered their pack with corgis.
Celebrations in the aisles: Almost all the major supermarkets are all getting involved with timely products and promotions. Aldi has brought back Kevin the Carrot with a familiar new look; Morrison’s has renamed its Victoria Sponge as Elizabeth and M&S launched a vast range of exclusive products including Platinum Jubilee Ale, Light Up Scented Candles and a very special Corgi Caterpillar cake. And in an alternative CSR-based activity, Iceland have partnered with community charity The Big Lunch to encourage community street parties.
Commemorative Content: Many examples of Jubilee marketing focus on tie-in products, but this isn’t the only way for a brand to align with the occasion. A celebration of this magnitude creates endless content opportunities – special recipes, blog articles and of course, social media posts. Shoot the Moon client Baker Street have used the jubilee celebrations as the perfect opportunity to introduce The Mill Family – a cast of social characters who’ll show how their long-lasting bread becomes a key part of family life. Content across May and June shows them preparing for the Baker Street Party, with puzzles, animations and recipe suggestions all aligning with the occasion.
Staying royally relevant: A high proportion of the brands getting involved with the celebration are within the Food & Drink sector, reflecting the way people across the nation will be celebrating this weekend. This highlights how important it is for any topical activities or content to remain relevant to the occasion and the company, product or service. If there’s a clear link, it’s all the more likely to strike a chord with audiences and translate into sales, likes, shares and hits.
If you’ve been inspired by these red, white and blue brands, speak to us about creating your own topical content strategy.
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