Hello and a very happy new year to you all! We’re less than a week into 2019 and already so much has happened in the world of PR. From plastic to pastries it’s been a busy few days on Twitter. The word snowflake has also been thrown around left right and centre, and not because of the weather.
National Geographic launched a very clever campaign around New Year’s resolutions, you know those great ideas and goals we have that often become forgotten about after 2 weeks? Well National Geographic released a set of alternative resolutions about reducing the amount of single use plastic that we use everyday and they’re definitely resolutions that I have set myself for this year after seeing the heartbreaking Blue Planet II footage last year. If you want to learn more about how to reduce your plastic usage, you can visit this blog for some fun tips!
It’s no secret that the people who run twitter accounts for food chains are sassy geniuses and Greggs is no exception. On the 3rd of January Greggs launched their new Vegan sausage roll which caused some controversy throughout the country (I however think they look pretty delicious!). Greggs’ twitter account was inundated with abuse to which they clapped back with some great responses. But of course a hot topic surrounding divided publics wouldn’t be complete without the king of controversy himself, Piers Morgan. Which actually helped to give the campaign even more publicity!
But one food chain just wasn’t enough – nicely played, McDonalds!
However, the Tweets aren’t the only clever about the campaign, Greggs started the hype around their new vegan products with a supposedly leaked email last year and also sent journalists their new vegan sausage rolls in packaging that parodied Apple. Many people in the PR industry have called what Greggs have done as a “masterclass in Public Relations”. Read about it here on PR Week.
The British Army
On the 4th of January Twitter was sent spiralling once again with the new British Army Recruitment campaign, which did not go down well amongst its target audience at all. I mean I can see why this campaign may have seemed like a good idea on paper – “we want young people, let’s target them by telling them we need their skills” but these “skills” were stereotypes held about millenials by older people. As PR Week says these stereotypes “are probably not recognised by the target audience itself”. Even though the adverts were trying to illustrate the fact that anyone can join the army and that all skills are valuable, it’s no surprise that the £1.5m campaign aimed at “snowflakes” (which is a term used to describe millenials who are seen as easily offended) offended people. Even though the controversial ads could be seen as successful in terms of publicity, sadly I don’t think they’ll be as successful in getting new millennial recruits from these reactions:
What do you think about these campaigns?