As another year of IPM Bitesize comes to an end, we thought we would summarise the ten most read campaigns of 2019. Descending from 10, we have…

10. Müller Rice launches unique sound chip campaign

Delivered by IPM Members, ATOM Marketing, this campaign offered shoppers the chance of finding ‘singing’ Müller Rice pots. When a customer heard the Muller rice bear singing “mmm tasty” as they peel back the lid, it means they have won £1,000. This campaign even won that week’s Campaign of the Week.

9. The O2 turns into The O3 for Drake’s 2019 London Residency

We have the infamous O2 arena changing its signage to the O3 to honour the Canadian rapper, Drake’s ‘God’s Plan’ lyric during his sold-out shows in London.

This one demonstrates the power of pop-culture artists in brand activation.

8. KitKat gives consumers the chance to win dream getaways

Wouldn’t be a 2019 roundup without IPM Members, Nestle’s KitKat, nestling their way into the leaderboard. This on-pack promotion gave consumers in the UK and Ireland the chance to win a holiday break to one of ten warm and exotic destinations.

Oooh LaLa Kitkat!

7. McDonald’s asks customers, ‘Peely Peely?’ to kick off annual Monopoly game by Leo Burnett London

Of course the spring season’s McDonald’s Monopoly game wouldn’t go unmissed as creative agency, Leo Burnett London, created the ‘Peely Peely’ advertising campaign to announce the return of their annual Monopoly promotion.

This campaign managed to ‘Peely Peely’ its way to the 7^th spot. Not bad!

6. Huawei brings the Northern Lights to London

When Norway is just too far to travel to experience the Northern lights, why not bring it to London! Global technology leader, Huwaei took to London Tower Hill this year to showcase the Aurora Borealis with a series of lasers staged by immersive artist, Dan Archer.

He brought the ‘lit’ to this 6^th spot.

5. Kings of Leon to open Fusion Festival’s new show, Fusion Presents

Electric Live bring electricity to this years Fusion Festival, with headline act as American, alternative rock band Kings of Leon.

4. Haribo invites shoppers to ‘hunt the double yolker’ to win a holiday

Taking 4^th place was an easter-themed ‘hunt’ for ‘the double yolker’ in limited edition bags of Starmix.

Ain’t no two double yolker’s like the 4^th place.

3. Quaker Oats offers consumers the chance to win a Nuffield Health package

January comes a time of oats and health, and it was no different this year. Quaker Oats partnered with Nuffield Health for an on-pack promotion offering consumers a free Nuffield Health day pass with every pack and an additional chance to win a Nuffield Health package worth £1,000.

Quaker nuffed the 3^rd spot nice and slow

2. Cadbury Creme Egg and Booking.com launch hidden listing

The hunt is back, this time with white crème eggs. To celebrate this year’s campaign, Cadbury’s teamed up with Booking.com to hide a White Cadbury crème egg listing on the site. Those that found the property in Booking.com were able to book a one-nights stay in central London in the Cadbury Crème Egg-filled haven.

These guys had no option but to book the 2^nd spot.

Which leaves us with no 1, the one we’ve been waiting for.

[Insert Drumroll…}

1. Irn-Bru set to launch Bru-Nanza on-pack promotion

Bru Nanza takes first place with its on-pack promotion giving consumers the chance to win Irn-Bru branded items, including Bru-Nicorn lilos, beach towels, fanny packs, beach balls and can coolers. A Summer Extravaganza.

There we have it. The top 10 most read campaigns of 2019.

This will be the final piece on IPM Bitesize for this year, before we jet off for the holidays. We wish you a merry Christmas and a happy New Year, and will see you in 2020 with fresh new campaigns for the year ahead

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Tens of thousands of people across the world have signed up to try vegan for a month with Veganuary.  Now in its fifth year, the Veganuary charity continues to inspire people to try vegan for January and throughout the rest of the year, with the campaign seeing more participants than ever. Over 250,000 people, in 193 countries can now call themselves a ‘Veganuary alumni.’

Rich Hardy, Head of Campaigns at Veganuary says, “The secret to Veganuary’s campaign success has been a combination of its month-long pledge series, its engaging content, the celebrity support it attracts and its non-judgemental approach to getting people to try veganism for the first time. Veganuary is dedicated to changing public attitudes, while providing all the information and practical support required to make the transition to veganism as easy and enjoyable as possible.”

“Going vegan in 2018 has never been far from the news headlines, and trying the Veganuary pledge is often one of the first references used in backing up the headline itself. But 2019 will be the year of the vegan, particularly because the supply of vegan product available will meet the demand.”

The Veganuary effect isn’t just mobilising individuals to explore a plant-based diet, it has also triggered retailers to create huge new product ranges, that taste good, are price competitive and accessible for consumers to find.

Those looking to try vegan in January will be able to explore new foods from across the world, find substitute meat products that taste as good as the real thing, and learn about the products that are already vegan. Veganuary aims to show people that going vegan is not about giving up everything you’re familiar eating – it’s getting to know what else you can have, so you have the broadest range of exciting and healthy foods to choose from.

After signing up, Veganuary will send daily emails containing recipes, meal plans and helpful tips to new vegans, as well as information about the impact of what we eat on our health, animals and the environment. Those registered will also be the first to hear about appeals, vegan news and offers.

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Integrated creative agency, LIFE, recently launched #365daysofgood, a campaign which will celebrate the positive actions of brands every day throughout 2019. The initiative is designed to show how brands can be powerful and important driving forces for change, be it through major projects or smaller actions that make people’s lives a little better every day.

For the past 11 years, LIFE has focused on work that is both commercially successful and does good, working for major brands such as Carlsberg, Coca Cola and Whitbread.

#365daysofgood will be a way of counteracting some of the major challenges in 2019, which is set to be another turbulent and pivotal year for many around the world:

• Global negative experiences are the worst they’ve been for a decade (source: Gallup World Poll 2018)
• 20 of 28 global markets are currently dominated by distrust, up from last year (source: Edelman Trust Barometer 2018)
• The level of wealth inequality within individual nations is at its highest point in human history (source: Quantumrun)
• Google’s year in search showed that people are searching for ‘good’ in the face of major global challenges. (source: Google)

However, as LIFE is set to highlight, brands can be a force for good whilst also achieving significant commercial success. Good brand actions will be curated and shared on social channels every day throughout the year, using #365daysofgood.

“Producing work that’s ‘good’ isn’t just a nice-to-have – it’s a commercially astute objective. Whether you like the word ‘purpose’ or not, it’s proven that brands that are seen taking positive action have a significant advantage,” comments Rachel Deacon, MD of LIFE, “They build preference, trust and long-term commercial strength.”

Deacon adds: “At LIFE we like to make brands famous for good reasons. It’s a simple idea that sums up our agency ambition and builds a competitive advantage for our clients. #365daysofgood will use 5 minutes every day throughout 2019 to highlight the wide range of brands that are taking positive action – from agile start-ups to some surprisingly big players and from large-scale business-wide initiatives to small steps in the right direction. It’s all good to us.”

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