Easter is not only a busy time for consumers, traditional marketeers and the chocolate industry, but it can also be eventful for some less obvious practitioners. Below, is a collation of some memorable Easter campaigns from well-known brands that don’t traditionally belong in this space.

1: Ikea’s Flatpack Chocolate bunny

When we see or hear ‘Ikea’ we think of flat-pack furniture and windowless stores but definitely not chocolate. So how did Ikea occur in this Easter line up?

Courtesy of some serious creative alignment their flat-pack chocolate Easter bunny, Vårkänsla, was brought to life in 2019. Less difficult to assemble than your standard Ikea product this fun and irreverent campaign playfully left the consumer satisfied, content with their construction and without a bag of unexplained screws at the end.

2: Deliveroo’s Game of Thrones Dragon Eggs

The Game of Thrones season finale and Easter occurred in parallel in 2019. To celebrate this, Deliveroo launched a limited edition of a GOT Dragon Chocolate Eggs hunt, with eggs resembling the famous Dragon eggs hatched in season 1.

Deliveroo encouraged its audience to purchase the Three eggs through their online app, available in selected cities in the UK for a bargain price. Deliveroo was fully aware of its target audience – Game of Thrones fans who enjoyed a night in, drawing in new account sign-ups from customers and fans alike, all trying to get their hands on the limited-edition eggs.

3:   The Marmite Easter Egg

Marmite, it’s always been a love or hate relationship with this brand, which is exactly what you want to gain visibility and hype at a time that is almost exclusively focussed on chocolate.

This campaign was a masterpiece to say the least. Marmite teamed up with Asda to put the brand in the chocolate aisle during a key trading period. It neatly provided ASDA with a USP to get Marmite lovers into their stores and online.

Just like Deliveroo, Marmite knew how passionate their fans were and this great campaign showcased their ability to get people engaged with their brand.

According to research firm Kantar Asda’s sales rose by 0.1% in the 12 weeks to 24 March, taking its market share to 15.4%.

Which campaigns do you remember? don’t forget to share them with us at membership@theipm.org.uk 

The post #TBT: Top 3 Easter 2019 campaigns from brands you wouldn’t expect appeared first on IPM Bitesize.

The post Whole Earth reveals special Team GB pack appeared first on IPM Bitesize.

To kick off the partnership, Virgin Media will be hosting the first UK hands-on consumer demo of Marvel’s Avengers at EGX in October at the ExCel London between Thursday 17th and Sunday 20th October.

In addition to hands-on play with Marvel’s Avengers, visitors to the Virgin Media booth will be able to view original costumes and props inspired by the game. Virgin Media will also be joined by special guests from Square Enix and Crystal Dynamics, the development studio behind Marvel’s Avengers. This includes Scot Amos, Head of Studio at Crystal Dynamics.

Further information on live panels, chats and discussions at the event will be revealed closer to the event date.

Throughout the campaign, Virgin Media customers will be eligible to participate in incredible competitions and merchandise giveaways in addition to receiving limited time in-game items at launch.

Marvel’s Avengers is a third-person action-adventure combining a rich single-player campaign with expansive online co-op action. Players must reassemble, rebuild, and customize their heroes’ roster to play an original Avengers single-player campaign, then battle solo or online alongside friends in new missions around the globe.

They can also customize Earth’s Mightiest Heroes and master their unique powers to defend the world from escalating threats for years to come.

In August, Marvel Entertainment and Square Enix revealed the action-packed, opening sequence gameplay for this highly anticipated action-adventure game. Players will play as Captain America, Iron Man, the Hulk, Black Widow, and Thor as they do battle in the tutorial level of the game.

Marvel’s Avengers will release simultaneously for the PlayStation®4 computer entertainment system, the Xbox One family of devices including Xbox One X, Stadia, and PC on May 15, 2020. The game is currently rated RP, rating pending by the ESRB.

Cilesta Van Doorn, Director of Brand and Marketing at Virgin Media, said: “We want to deliver amazing experiences for our customers and, with our out-of-this-world Marvel’s Avengers partnership, we’re assembling an incredible line up of exclusives for Virgin Media customers. From in-game perks to amazing competitions and giveaways, gamers will be able to take their online play to new heights. Our unrivalled ultrafast connectivity gives players everything they need to enjoy a limitless online gaming experience so they can focus on what really matters. Avengers is one of the most revered and successful entertainment franchises in the world, so giving our customers a host of incredible experiences linked to one of the most anticipated games makes this a powerful alliance. We are planning to blow the minds of our customers with this partnership so stay tuned for future announcements.”

Scot Amos, Head of Studio at Crystal Dynamics, said: “It’s a true passion project for us to work with these amazing heroes and awesome partners on a definitive Avengers gaming experience. All of us involved are huge fans of these Super Heroes and with over 80 years of lore, we get to tap into fantastic source material as inspiration for our original story in Marvel’s Avengers.”

The post Virgin Media announces UK Partnership with Square Enix® and Crystal Dynamics for Marvel’s Avengers appeared first on IPM Bitesize.

To celebrate the launch of the Boi-ing Cakeless Concealer, Benefit Cosmetics have partnered with Deliveroo to to offer make-up lovers the chance to try the new concealer along with flavoured cakes.

This service is offered today for one day only and offers makeup-lovers the chance to try out the new concealer along with flavoured cupcakes.

The experience, delivered by Set Creative,  involves people to order three cupcakes, the cakes will arrive with  at the delivery location with a Benefit x Deliveroo driver and a senior Benefits Cosmetic MUA on hand at each delivery to shade match the consumer and hand over a free concealer.

The cupcakes are provided by Lily Vanilli and include three flavours: Vegan raspberry vanilla cake with cherry, Gluten free strawberry cupcake, and a mini matcha flower sponge cake.

The post Benefit Cosmetics and Deliveroo partner for the ‘Cake-Away’ experience appeared first on IPM Bitesize.

Following the incredible success of last year, Jet2holidays is once again brand partner of Love Island.

With fifth series of Love Island having started this week and fans across the UK tuning in, Jet2holidays is once again designated official travel partner of Love Island, making the partnership a great way for the package holiday specialist to continue raising its brand awareness across the UK, whilst targeting millennials and young adults.

Love Island is one of the most talked about shows on TV and in the definitive game of love, every few days the Love Islanders will have to couple up, with those not in a couple at risk of being dumped from the island. With the path to true love littered with surprise bombshell arrivals and unexpected twists and turns, there’s never a dull moment in the islanders’ sunshine paradise. Ultimately the couples must win over the hearts of the public, who will have the final say on who wins the show and takes home a lucrative cash prize. The winners and finalists will return to the UK with the award-winning Jet2.com.

This summer, the UK’s second largest tour operator will reach this audience through commercial competitions, TV and digital advertising, social media, and a dedicated microsite hosting exclusive content. The company brings back the popular slogan “Love the summer vibe with Jet2holidays and Love Island” for the duration of the series.

Two bespoke advertisements capturing the summer vibe will support the partnership, showcasing the different holiday experiences that Jet2holidays offers customers, both in Majorca and right across its network of European destinations.

Jet2holidays is also offering viewers nine chances to a pair of money-can’t-buy tickets to the Love Island Live final and a Jet2holidays for two people to Majorca, through a range of competition mechanics throughout the series. In addition, independent travel agency partners who make the most Jet2holidays bookings during the series will be entered into a prize draw to win a pair of tickets to the Love Island Live final, alongside a VIP Family Trip for two people to Majorca.

On top of that, an in-show competition means one winner can win their own Love Island experience with Jet2holidays – a 7-night holiday for six people staying at Sol Wave House All Suites in Magalluf, plus £40,000 spending money.

Steve Heapy, CEO of Jet2.com and Jet2holidays, said: “Our brand partnership with Love Island surpassed all our expectations last summer, so we are delighted to be the official travel partner of the show once again. Love Island is one of the most popular and talked about shows of the summer, meaning we can enjoy fantastic engagement with a key audience whilst showcasing the range of award-winning holidays that we have on offer for young people.”

Claire Heys, ITV Brand Partnerships and Content Director, said: “We loved coupling up with Jet2holidays last year and I’m delighted that the brand is continuing to build on that partnership by returning as the official travel partner for the new series of Love Island.”

The post Jet2holidays Partners Up with Love Island appeared first on IPM Bitesize.

In time for Valentine’s Day, Deliveroo is teaming up with Snog – makers of organic, fat-free frozen yoghurt – to craft the world’s first aphrodisiac oyster fro-yo.

Brits will be able to order Snog’s new dish, which contains a modest number of oysters, exclusively on Deliveroo on the 13th and 14th February.

Made with the finest and freshest yoghurt and freshly caught oysters from the North Sea, the aphrodisiac fro-yo costs £19.99 and will be available from all Snog stores on Deliveroo.

Bobby Burns at Deliveroo said, “This Valentine’s Day, we intend to play Cupid for those looking to embrace the holiday of love to the fullest extent. We’re very happy to work with Snog, who share our passion for pushing boundaries with innovative and delicious treats.”

The post Deliveroo and Snog create Valentine’s Day oyster fro-yo appeared first on IPM Bitesize.

Shell and Jamie Oliver have joined together to offer great food on the go. They appointed creative agency, HRG (UK), to help bring bigger and better choice to over 500 of Shell’s service stations across the UK.

Beginning with a strategic approach to range naming, HRG brought both parts of the relationship together as Jamie Oliver deli by Shell – cleverly connecting the pre-existing Jamie’s Deli and deli by Shell brands. By combining white and grey marble, a fresh light blue and natural foodie colour palette, a bold striped deli-style pattern, characterful journey-line illustrations and strong typography – the agency created a refreshing visual identity.

HRG called upon their experience to carefully translate this across multiple specialisms to create a coherent identity afnd guidelines. The midlands-based agency has designed around 100 packaging skus, point of sale, brand literature, staff uniforms and a trusted food space that’s being installed at Shell’s service stations – creating a deli retail environment with white materials contrasted against bold blue-striped walls, striking back-lit branding, natural wood finishes and bright digital screens.

With their sights firmly set on launching the new range, the studio worked with Jamie Oliver’s editorial and art teams to conceive a campaign platform and a messaging approach that unified the flavour of Jamie’s tone of voice with references to drivers on-the-go. HRG commented that they loved the sentiment that great food and great journeys go hand in hand – “A new direction, for food on the go. Fast-track to flavour, delicious combos. We’ve taken it up a gear, fresh ideas & tasty twists. From A to BLT, it’s all good.” – and that alongside their art directed photography of Jamie and tasty food, they made for an attention grabbing forecourt campaign.

To promote the launch they’ve also scripted two engaging radio adverts – one featuring drivers tucking into and enjoying great food which they say ‘sounds’ lovely and a second featuring a tempting forecourt announcement: “Would the customer at pump number 6… fancy some big flavours, fresh ideas and tasty new combos?”

Alongside this HRG have created Shell’s UK internal communications platform for food that engages staff and retailers at all levels, focusing on the why behind the collaboration – helping customers to Eat Well, Go Well, wherever it is they’re heading.

The project was lead throughout by Neil Watts, Creative Director at HRG, who said: “we worked hard to fast-track a brand new range from a blank sheet of paper to service stations, in just seven months. What a great journey. It’s been a pleasure to work in such close collaboration with Jamie Oliver and Shell, who are both passionate about helping busy people eat well on the go. We like to think of ourselves as the tasty filling in a delicious sandwich. And we’re definitely great food fans.”

Amanda Glaser, Fuels & CR Campaign Manager at Shell Retail UK, says “HRG have successfully delivered their strategic and creative vision, using their vast experience to bring our shared brand purpose to life across a number of internal and external platforms. They have been the lynchpin between both brands and as a result we now have a wonderfully engaging customer offer. Their expertise and continued support throughout has been exemplary.”

Zoë Collins, Chief Content Officer at the Jamie Oliver Group, says “This is a very exciting launch for us and Shell. It’s been such a pleasure to work with the team on this project. From A to… HRG, they’ve been brilliant and really helped us to set the beginning of a new direction for food on the go.”

The new product range has just launched at Shell service stations, across the country. Find out more about the partnership here.

*All products are subject to availability. Bigger, better choice – when compared to previous deli2go range or other previous food offering.

The post Shell partners with Jamie Oliver to launch new food range appeared first on IPM Bitesize.

Last Friday saw the official launch of new IPM Member, Relish Agency. The brand partnership agency, part of the Kin + Carta Connective, invited a collection of their clients from the FMCG & Fashion world to their Bath HQ to show off the great and the good of their city.

With a variety of clients including ASOS, Mondelez, L’Oréal & Ferrero in attendance, Relish were keen for everyone to meet and mix. Guests were invited to a champagne reception, before being split into teams and setting off on a treasure hunt designed to showcase what Bath has to offer.

Teams were given clues which took them round Bath’s historical landmarks, whilst allowing them to experience local delicacies, including wine, whisky and cheese tasting.  Teams then worked their way to the final secret venue by completing the treasure hunting task, with a series of mini-challenges along the way including photo opportunities and Relish’s own ‘Flossing’ challenge.

Once all teams had deciphered their clues and made it to the final venue Kin + Carta, CEO J Schwan gave a welcome toast and announced the winning team. With the night underway, guests were treated to drinks, food and live music.

In attendance was the IPM’s own Paul Cope, who said: “It was fantastic to be part of the launch event for this brilliant agency. We’re proud to have them as a member and look forward to supporting their success in 2019 and beyond.”

Relish Director, Jonny Hall, said: “We are thrilled that so many of our clients made the trip over to visit us in Bath. Relish is all about bringing brands together and providing a great experience which I feel we have achieved with this launch.”

If you’d like to speak to Relish, contact Jonny Hall at Jonny.Hall@relishagency.com

The post Relish launches with a treasure hunt around the historic city of Bath appeared first on IPM Bitesize.

tbk Group has brought together the UK’s number one dry shampoo brand, Batiste, and the UK’s no. 1 premium cosmetics boutique, Benefit, for a partnership campaign to launch Batiste’s new premium range of dry shampoos.

Benefit will be giving away exclusive trial size Batiste products with every purchase and are launching the partnership with experiential activity in Benefit’s Carnaby Street store, offering free hair makeovers provided by Batiste’s expert hairdressers.

The promotion is designed to educate customers about Batiste’s new dry shampoo range, which is tailored to individual hair care needs, and it coincides with a TV launch campaign, Rethink Dry Shampoo.

Batiste brand owner Church & Dwight tasked TBK with ensuring their product was put directly into the  hands of women that actively seek premium beauty and fashion brands that meet the needs of their busy social and work lives. Traditional high footfall areas such as train stations and supermarkets would not have enabled a premium or immersive experience with the Batiste brand, nor enabled brand ambassadors and hair stylists to talk to women about the variant that would best suit their hair type.

tbk Group won the business after a competitive pitch process and have delivered the whole brand experience, including facilitating the partnership with Benefit Cosmetics, developing in-store point of sale materials and providing brand ambassadors via tbk’s Live Experience division. The partnership and a related Gift With Purchase (GWP) offer, which will be running until mid-November in Benefit stores, will be amplified through both Batiste and Benefit’s social channels and also CRM activity to Benefit customers.

tbk Group Director Rachelle Headland says: “Benefit and Batiste are a great pairing for reaching busy women who want to look their best on the go. The tie-in will enable Benefit customers to reappraise Batiste products and their new premium range within an inspirational context.”

Batiste Senior Brand Manager Holly Dove adds: “Our core dry shampoo range has historically been differentiated by fragrance. Consumer insight shows that women shop for wet shampoos according to their hair type. Our Rethink Dry Shampoo campaign aims to get women to rethink everything they thought about dry shampoo. They can buy exactly what they need for their hair, it’s a lightweight and invisible miracle worker for freshening up and restyling your hair anytime and anywhere. The Benefit partnership was spot on in terms of positioning and reaching our audience.”

tbk Group (formerly The Big Kick) is a brand activation agency founded in 1999 creating local marketing programmes and integrated engagement and experiential campaigns for brands and retailers. It is the recipient of multiple awards for its campaigns, including the IPM Awards Grand Prix 2018 and five Gold trophies for its work with Lucozade.

The post Batiste shampoo and Benefit Cosmetics partner for premium brand launch appeared first on IPM Bitesize.

Professional rugby team Saracens are adding their considerable weight and sense of fun to Harrogate Water’s recycling message. Saracens are staying hydrated in defence of their Premiership title with Harrogate Spring Water – whose PET bottles are made using more than 50 per cent recycled content.

The partnership will include humorous social media video activity featuring players playing a game of flipping bottles but with a serious message about recycling.

Harrogate Water marketing manager Erin Boswell said: “We are thrilled to become ‘Preferred Water Supplier’ to Saracens, one of the rugby world’s greatest clubs. Healthy hydration in elite sport is essential for peak performance, something for which Saracens are renowned in the Premiership and European Champions Cup.

“Having professional rugby stars joining our online recycling campaign is a real boost for our latest recycling initiative. We are also proud to be using more than 50 per cent recycled content, the highest use of UK post-consumer recycled PET of any water producer.

“We are an active partner of Keep Britain Tidy and together we are behind the Incredible Shrinking Bottle recycling campaign, urging consumers to ‘twist it, cap it, recycle it’. The more we can spread the recycling message, the more recycled material will become available, enabling us to increase recycled content even further. It’s all about creating a real circular economy.”

Saracens partnerships manager Emily Marshall said: “Healthy hydration is an integral part of the health and fitness regime at Saracens and as a club, we are striving to be better at recycling. We are delighted to support Harrogate Water, a great British company with international appeal that is leading the way in recyclability and sustainability.”

The post Harrogate Water and Saracens partner in new recycling initiative appeared first on IPM Bitesize.