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This campaign targets consumers who are likely to have seen the vodka pasta trend on TikTok, sparked by Gigi Hadid. It is a product launch of vodka pasta sauce.

Fun campaign, inspired to cook, aspirational as like Gigi Hadid.

This campaign is different because it pairs two unlikely brands together in a clever and unusual way. Although you wouldn't usually think to pair a pasta sauce brand and a vodka brand, it is a well suited pairing based on the viral TikTok recipe. It allowed them to harness the power of social media whilst promoting a product that is likely to be very popular amongst younger audiences. They used Instagram as a key element of the campaign, recreating humorous posts and promoting the product using recipes. The sauce was sold at Waitrose for only a few weeks, which drove sales as the product was very exclusive.

"Heinz pasta sauces are up more than 50%." (The Drum, 2023) since the launch of the campaign

5 key words- interesting, viral, humorous, fun and inventive.

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Collaboration with an artist - different as combines fashion and art

Used 3D billboards and projections onto the shop

Pop up store in Harrods

New product range - exciting version of the brands traditional style clothing

Targeting luxury consumers willing to spend more

Inspires a feeling of creativity

ALEXANDER WELLS GRECO, HARRODS CREATIVE VISUAL DIRECTOR

"At Harrods, we’re bringing Yayoi Kusama to life"

Key words: creative, innovative, artistic, imaginative, eye-catching

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Barbie collaboration with AirBnB to create a life size Malibu barbie dream house located in the centre of Malibu.

Competition for two guests to win a stay when released in cinemas.

Collab featured on Air BnB social media

Guests can take home a pair of impala neon skates worn in the movie.

Airbnb will celebrate the film with a donation to Save the Children to support equal access to learning resources for children, families and communities in over 100 countries. The funds will help “to build girls’ confidence and help them excel in school – ensuring everyone has equal opportunity to achieve success

Targeting: older viewer including adults who grew up with the movie.

Feeling: fun, excitement, youthful, fantasy, nostalgia

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-Collaboration between football club and charity

-Youtube video and advert showcasing the difficulty of seeing the signs of bad mental health

-Kit launch in collaboration with Samaritan worn by players

-Data release poster explaining the average ticket holder for a Norwich FC game is sadly the same average age as those men most at risk of taking their own life, according to the club.

-They are targeting everyone, all genders in order to showcase the importance of checking up on friends and family even if they aren't showing any signs of struggle

-It is rebranding the stereotypes surrounding mens mental health

-This campaign is different as it is not often that football is associated with mens mental health. It also urges a powerful message surrounding suicide prevention

Keywords:

-community

-moving

-Important

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#RaiseYourArches shows the story of office workers who all agree to go to McDonald’s together without saying a single word to each other.

McDonald's played on the fact that an invitation to go for a cheeky McDonald’s often needs no more than a subtle, conspiratorial look.

This campaign is "different" because it doesn't feature any of the products/food, or stores in any adverts. The campaign doesn't even show the McDonald's logo.

The campaign centres on the creative insight that the invitation to grab a McDonald’s is so universal, it can be communicated without saying a word.

TV advert, social adverts, offers to promote app downloads and social media lenses/filters encouraging UGC tags - 'Fancy a McDonalds'.

Targeting adults (as McDonald's is often perceived as immature/childish) - office workers.

Campaign type - repositioning? Unsure about this.

Feelings associated with the campaign: Fun, humour, community.

Keywords: comic, humorous, witty, entertaining, communication.