- Busch’s ‘Pop Up Schop’ hidden in a national forest offers the chance for free beer for life (7/16/2019)
Pop-up shops are ubiquitous in urban landscapes, but less so in the middle a forest. But that’s where Busch beer plans to open its first ‘Pop Up Schop’ for fans of the sudsy beverage.
The brand, known for its rugged Busch Guy, has decided to hide a pop-up shop in a US National Forest somewhere in the US on 20 July, and it’s funnelling people to social media to find clues as to its whereabouts. The location of the Busch ‘Pop Up Schop’ will be revealed via the Busch Twitter account (@BuschBeer) in the week leading up to the opening. Those who decipher the clues will be rewarded with prizes from Busch, including beer for life.
“We wanted to take the concept of the traditional pop-up shop and flip it on its head in a very Busch way,” said Daniel Blake, senior director at Anheuser-Busch. “Busch has the best fans out there who are always up for a little challenge, so we know they’ll be out in the forest finding our hidden ‘Schop’. The chance to win beer for life also doesn’t hurt.”
Hidden in a National Forest somewhere in the continental US, Busch will begin releasing clues on Twitter 16 July, slowly revealing the Schop’s location leading up to the final reveal on 19 July. Hosted by the Busch Guy himself, there will be no price tags on any items in the Schop, and all visitors will have the chance to win a series of prizes, including America the Beautiful passes to National Parks, a cabin getaway for four, Busch branded coolers koozies, flannels and more.
- The sweet taste of justice: Ben & Jerry’s campaign for prison reform enters new era (7/2/2019)
Ben & Jerry’s, known for its quirky ice cream flavor names, has revealed another facet of its now-three-year ‘Justice Remix’d‘ campaign to address prison reform in the US.
The self-proclaimed “aspiring social justice company” is serving up some food for thought with its latest installation, ‘Art for Justice’ – which features work from artists who have firsthand experience with incarceration and since have taken the initiative to improve the criminal justice system – located at its Waterbury, Vermont tour site.
The factory boasts nearly 400,000 annual visitors and is popular among tourists – this coupled with traffic from the Art for Justice Fund affirms a large audience for what Ben & Jerry’s is hoping to expose as “a national shame.”
The US prison system houses 5% of the world population and as much as 25% of its prison population. “Ben & Jerry’s is taking action on the issue of criminal justice reform, actively working with NGO partners and in league with a growing number of companies, to learn how we can best make a positive impact,” said Ben & Jerry’s chief executive officer Matthew McCarthy in a release. “Collectively we call out the tremendous disparity between spending $260m and the fact that those impacted individuals and communities are no better off.”
- New Food AOR’s & Assignments (6/28/2019)
Check out our current & ongoing list of Agency Assignments to help navigate and find out who went were throughout the food world !
- McCann Wins TGI Friday’s Creative Account (6/27/2019)
TGI Fridays, the casual restaurant chain, has selected McCann to handle its U.S. creative advertising account. The account will be based in McCann’s New York office. McCann will collaborate with sibling shop UM, which won TGI Friday’s estimated $45 million U.S. media account earlier this year.
“McCann values match our Brand Values,” stated Cindy Syracuse, the client’s vice president of marketing. “They lead with great client service, deliver innovative thinking and break through creative.”
TGI Fridays, which first opened in New York in 1965, now includes 870 restaurants in 55 countries.
- Why Kellogg’s favors brand ambassadors over influencers (5/28/2019)
Kellogg’s is starting to treat influencers like brand ambassadors.
Rather than pick influencers based on their reach and negotiate contracts on a per-campaign basis, the CPG manufacturer wants influencers who are genuine fans of its brands and are open to longer-term relationships.
When British endurance athlete and blogger Sophie Radcliffe completed the Manchester Run race earlier this month, she ran a post shortly after the race that thanked the Special K cereal brand for its support. It was a paid for promotion, but it did encapsulate the goodwill that had grown between influencer and advertiser from working together on a campaign over a longer period of time, said Joseph Harper, social media lead at Kellogg’s U.K. and Ireland at the Digiday Brand Summit Europe on May 22.
“Rather than paying for Sophie’s audience because she’s young and trendy, we tried to immerse her in our campaign,” said Harper. Radcliffe is someone who believes in Special K and can create content that shows how the cereal powers women every day as part of a balanced diet, said Harper.
Partnerships like these allow Kellogg’s marketers to lean on the expertise of the people actually buying their products; and the collaboration between the brand and its consumers produce content that audiences will find more interesting, entertaining and useful, said Harper. This doesn’t mean handing over full control to the influencers, but using their insights, knowledge and creativity to inform campaigns. In some instances, for example, influencers are being used further upstream in marketing strategies for Kellogg’s brands. The advertiser recently held a product development workshop in London where influencers for health and fitness were invited to share feedback on an upcoming product ahead of its global launch.
It points to a broader trend of influencers taking on more expansive briefs than what has traditionally amounted to product placement deals. Some of those deals would have otherwise gone to a creative agency. Instead, talent agency Gleam Futures, which has worked with Kellogg’s in the past, has created a brand consultancy Gleam Solutions in a bid to push influencers to those larger, more lucrative projects.