As the first half of 2022 draws to a close, we’ve rounded up six of the best food and drink PR campaigns from the year so far that really caught both our, and the UK medias attention. From ‘Spoon Freiz’ to ‘Cheese Martinis’ – here’s our thoughts on some of the top standout food campaigns, and how and why they worked so well.

Brewdog’s Sad AF campaign

In January, BrewDog partnered with Mental Health Movement #IAMWHOLE, to produce an alcohol-free beer, titled ‘SAD AF’ in a bid to raise awareness of Seasonal Affective Disorder (‘S.A.D’). The campaign was launched following findings that 82% of men are more likely to open-up over a beer, and 84% of those that struggle with mental health challenges find January the hardest month.

Through this brilliantly executed partnership, the campaign encouraged men to ‘unbottle’ their feelings by discussing their mental health challenges with friends and family more openly (and responsibly!). This turned out to be a highly successful mental health campaign, but also a great opportunity to raise positive brand awareness.

BrewDog went one step further to pledge their support for the cause by donating 100% of the profits to #IAMWHOLE’s mental health research fund. This powerful, thought-provoking campaign is a great example of how to make a difference when it comes to raising awareness of topical issues.

Oatley’s Puppet Mini-Series

Earlier this year, plant-based diet brand, Oatley, launched its biggest ever UK marketing push via a five-part YouTube series which sought to actively promote a healthy plant-based lifestyle.

The short series, titled ‘The New Norm&Al Show’, is a play on words to amplify the message to consumers that plant-based diets are now considered the ‘new normal’. The series follows two carton puppets (Norm and Al) who are trying to navigate the shift towards plant-based eating.

The campaign aimed to normalise conversations around plant based diets and address common misconceptions associated with it – such as that people don’t have to be ‘hipsters’ or fully vegan to move away from meat and dairy products. To further push the movement, Oatly gave away thousands of oat-based coffees in tailored Norm and Al cups from the ‘Oatly Not Milk’ bar in London and Manchester.

We were really big fans of this on! A great way to offer valuable advice to consumers and a strong stunt – who doesn’t love free coffee?!

KFC’s Wedding Day Campaign

KFC’s latest campaign follows a bride enjoying KFC with her friend on the morning of her wedding, assured in her belief that her KFC is a worthy reason for keeping her groom waiting on their big day. The campaign marks a strategic step towards initiating a shift in consumer perceptions of KFC, as it actively encourages customers to move away from the idea that it is a ‘guilty pleasure’ but is instead, a meal to enjoy whatever the occasion.

The humorous campaign speaks directly to shamelessly enjoying KFC whenever and wherever you want. It was a great use of video content and resonated well on social media.

Butterkist’s Lionesses Campaign 

In July, Butterkist championed the England women’s football team reaching the final of the Euros with a bespoke social media activation.

The animation featured a trio of popcorn kernels against a bright red backdrop which transforms into three heads of lionesses, accompanied by the end line ‘Here for the #Lionesses’.

This turned out to be a brilliantly well timed creative, with the Lionesses’ drawing a victory against Germany, resulting in heightened public interest and amplified exposure across both tabloids and social media. A great example of how being reactive to the news agenda can lead to strong activity for brands.

The campaign also marked the continuation of the brands #GoGrabTheButterkist reactive advertising approach, which previously influenced the ‘Wagatha Christie’ sketch and the ‘Partygate’ scandal at downing street. It’s safe to say they’ve really mastered the art of creatively tapping into trending news stories so far this year. We wonder what they’ll do next…

Velveeta’s Cheese Martinis

In August, Kraft Heinz’s ‘Velveeta’ partnered with the BLT restaurant group to serve Velveeta Martinis. The limited-edition cocktail is made with Velveeta-infused vodka, vermouth and olive brine and is garnished with a cheese drip and Velveeta stuffed olives. The drink is also only exclusively available at restaurants during 5-8 (a.k.a ‘golden hour’), which creatively taps into the brands ‘liquid gold’ tagline.

The campaign followed the launch of their cheese scented nail polished in June, which reinforces the brands strategic shift away from just a packaged food product to an everyday lifestyle brand. Whilst we certainly won’t be trying one, this fun, yet outrageous take on a classic martini really stood out as an effective campaign that definitely got people talking!

Heniz’s Spoon Freiz

Following results from a poll, which suggested 95% of consumers refuse to eat fries without an accompanying condiment, Heinz launched the ‘Spoon Freiz’ campaign, which aims to address the ‘freistration’ consumers have with the small, unsatisfying amount of sauce you can fit on a single fry.

Whilst these dunkable spoons sadly won’t be hitting supermarket shelves anytime soon, the campaign really stood out as a great way to seamlessly tap into consumer trends and conversations, and most importantly, position them back towards the brand– great work Heinz!

For more interesting articles from us check out these posts:

  1. Why it’s important to secure coverage for your product
  2. How to pitch to journalists 
  3. Campaign Round up : Our favourite Recent PR and Social Media Campaigns

At Prohibition, we work with various brands across all sectors, B2B and B2C, to create innovative PR campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on  0113 430 4160.

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