"Spotlight of the Week" is a weekly published series that highlights what happens in the world of PR, Comms, Marketing, Advertising, Social. It's about the work that makes you think "Pssttt I wish I had come up with this idea". The work that matters. Or simply the ones (good and bad) that get people talking. The good and the not-so-good. So, what's in the news?
Britain’ 2022 Shopping Habits by Sainsbury’s and Ogilvy UK
Every year we wait with bated breath for Spotify Wrapped which is essentially a cheeky campaign that uses the company’s internal data. Harnessing data and creating campaign out of it seem to be on the rise. Sainsbury’s, in partnership with Ogilvy UK, has launched a new nationwide campaign this week revealing Britain’s more unusual shopping habits from 2022. By analysing Nectar data and revealing the regional idiosyncrasies, Sainsbury’s has curated the ultimate snapshot of what Britain’s 2022 year in food really looks like.
People Like Us Are Working by People Like Us and Media Bounty
People Like Us, a non-profit organisation aiming to support diversity in the media, has used the Conservative Party’s “Labour isn’t working” campaign to raise awareness of the ethnicity pay gap.
Research shows workers from ethnic backgrounds are paid as much as 16% less – and highlights there’s currently no plan, or compulsory proactive effort, from the government to close this.
People Like Us also found that two-thirds (67%) of racially diverse working professionals polled said they have had reason to believe that a white colleague doing the same job as them was on a higher salary.
People Like Us is pushing to make ethnicity pay gap reporting mandatory, with support from the Equality and Human Rights Commission, The Trade Union Congress and the Confederation of British Industry.
Take Your Holiday Seriously by British Airways and Uncommon
The next stage of the ‘Take Your Holiday Seriously’ campaign from Uncommon shares an important message of holiday health benefits behind a humourous tone. Talking about eating out of the palm(tree) of our hands. OK maybe that’s a lame joke!
The idea for the outdoor is centred around the common ‘Out of Office’ email with a twist. Instead of the usual polite sign-off messages that can typically note ‘if urgent please contact me via mobile’ – these OOO emails are much more punchy in protecting our headspace from the office when we’re on our holidays, not to mention the use of the calibri font.
Raise Your Arches by McDonalds’ and Leo Burnett
Everyone was talking about the lastest advert from McDonald’s and Leo Burnett, which “raises eyebrows, literally. The new advert doesn’t feature any food, restaurants or even a spoken word but couldn’t be more McDonald’s.
The spot was directed by iconic filmmaker Edgar Wright, the name behind feature films such as “Baby Driver” and “Shaun of the Dead.” The film was produced by Moxie Pictures.
According to LBB, the social-first campaign celebrates this with a series of through-the-line ads and activations, all designed to get the nation raising their arches and joining in.
Now people are lovin’ it.
