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Spring 2020


BRANDS WE LOVE


Brands We Love


i


f your organization or brand shelved your latest ad campaign as the pandemic


unfolded, you weren’t alone. A March 2020 survey of marketer and agency representatives conducted by Advertisers Perceptions showed that one-third of advertisers canceled at least one campaign before it started, 45 percent of respondents pulled a campaign already in progress, and 49 percent delayed a campaign until later in the year. Amidst the challenges brands and


marketers now face—trying to figure out not only if but when to revive these campaigns— we’ve witnessed out-of-the-box thinking and campaigns that have brought us together while we’re staying at home, and demonstrated acts of generosity and support that have won the hearts of brand fans all across America. Could it be that, as brands exchanged their planned marketing for overnight brainstorming, they provided more authentic stories and made deeper connections to their fans than if they had spent months of planning? Here are some we deemed as real winners.


12 Hotdogs Apart With the obvious lack of backyard BBQs, graduation parties, and poolside gatherings, Oscar Mayer cooked up a way to promote grilling from a distance. The hotdog company suggested people do front yard cookouts and promoted it using #FrontYardCookout. The idea was to still see your neighbors but from a distance of at least 12 hot dogs apart. Until the end of May, each time someone shares an image from a cookout with the #FrontYardCookout, Oscar Mayer will donate a meal to Feeding America, which is already getting one million meals from the Kraft Heinz brand.


Daily Yabba Dabba Doo™ Fruity PEBBLES—those colorful toasted tidbits of fruit-flavored goodness—announced a campaign where it will pay creative and budding videographers $1,500 when it features videos they submit for its new “Daily Yabba Dabba Doo” video series. The campaign was developed to support creative amateurs and professionals who found themselves homebound and in need of a creative outlet. For PEBBLES, it would give the brand fresh, user-generated content for future use. “Pebbles cereal has a long history of inspiring kids and kids at heart to create and do,” Brand Manager Amy Brothers said. “We felt that at this time, it was important for us to show up to inspire kids and support the creative community.” The 30 days of videos featuring activities kids can do with minimal parental supervision launched on April 15. The videos will show up on Facebook, Instagram, and the brand’s site each morning at 6 AM EDT. Grab that box of PEBBLES and a quart of milk and watch them over breakfast—assuming you’re up that early! www.pebblescereal.com


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