Tag Archives: alternative

Extreme Meadowland has a strong message

17 May

I’ve previously said that it’s hard for the hospitality and foodservice industry to run sexy PR campaigns, but it doesn’t mean that it shouldn’t try.

Earlier this year, Pelican PR celebrated new research that showed that frozen food was on the up by using a wall of ice to attract attention to its client – the British Frozen Food Federation. But, I think Unilever Food Solutions (UFS) – the brand behind the Ambu-lunch – has gone one better.

With a chance to go viral, UFS has created six videos to demonstrate Meadowland’s, a dairy cream alternative, strength. Here’s a taster to whet your appetite:

The quick clips – packed with some smooth ‘slow-mo’ action – bring the metaphor to life that Meadowland is tough and won’t split when cooking, by putting it to the limit with a car, bench saw, angle grinder, chain saw and axe. And boy does it hold up!

Aimed at chefs, working in restaurants, pubs, canteens and hotels, that tend to be big personalities that run on adrenaline, it had to be hard hitting and appeal to their ‘need for speed.’ And Meadowland doesn’t pull any punches by challenging chefs to take it to the extreme.

The YouTube films are strong – just like the message it wants to convey – and chefs would be mad not to want to watch, request a sample and experiment in the kitchen with this kick-ass product.

Want another? Here you go:

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Waitrose gets customers to ‘horse’ around

20 Jan

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Waitrose has been encouraging consumers to ‘horse around’ (been waiting for a good opportunity to write that) on its ‘Love Life‘ slide, which was installed at Westfield Stratford City shopping centre last weekend.

Named after the supermarket’s range of ‘good for you’ food, it offered people a fun alternative to walking down the escalators in East London.

At a time when the the UK’s obesity levels are bursting at the seams – currently one in four adults are classified as obese – it’s vital that well-known brands are seen to be doing their bit. Aside from the Government’s Public Health Responsibility Deal and latest Change4Life push, companies must help communicate that adopting a healthy lifestyle is vital to our survival.

OK. The mechanics of this PR stunt doesn’t jump out on paper but it’s a good alternative to get the message home (when accompanied by the fact that in January people are looking for a little ‘pick me up’.) Creative campaigns, to hammer home healthy eating, are key to stand out in the media and resonate with consumers. After all, no one enjoys being repeatedly told they need to move from their armchair and eat more carrots. You get my drift.

Up to 3,000 people were made aware of Waitrose’s healthy eating scheme and many more children will experience it now that plans have been made to relocate the slide to a playground in East London.

Seen other good examples of brands celebrating healthy eating recently?

Last year my client – Unilever Food Solutions – had a vibrant campaign idea to transform an ambulance into a unique ‘Ambu-lunch‘.

Why not leave a comment with others?

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