24th June 2022

Califia Farms sings ‘Calilujah!’ to milk fans who don’t follow the herd: The burgeoning plant-based milk market has a new champion in the form of Califia Farms, the latest contender to the dairy-free drink throne.Goodby Silverstein & Partners, with media agency Bountiful Cow, brought the milk alternative into the mainstream last year as part of its efforts to help the brand break out of its vegan health food niche and reach the mouths of the third of Britons who consume plant-based milk. Now, the musically minded 'Calilujah!' campaign makes a song and dance over Califia’s Almond cornucopia via a nationwide broadcast, on-demand and out-of-home campaign that rejoices in blessed deliverance from cow milk. The up-tempo campaign relies on baritone baristas, singing strawberries and dancing doughnuts to convey its message that “Life’s too short for one type of m*lk”. Bountiful Cow's very own Adam Foley, added: “The alternative m*lk category is more and more cluttered, so we’ve been single-mindedly focused on making Califia famous with bold executions in East London – the heart of coffee culture – and putting the brand bang in the mainstream on the summer’s biggest TV shows.” The public can expect to see the work throughout July with appearances scheduled on Love Island and The Great British Bake Off, spilling over into less traditional mediums such as murals and break-out activity across the UK coffee capital of East London. This follows moves by more established brand Alpro to distinguish itself from the competition by declaring 'This Is Not M*lk'.  (Source:The Drum 2022)

EE's Wi-Fi rooster makes its nest at Glastonbury Festival: EE’s Wi-Fi rooster will be crowing at the sound of music at Glastonbury Festival this year, rather than sunrise. The network, which is Glastonbury’s official technology partner for the seventh year running,  has placed a rooster at the Recharge Tent this year, which will offer festival-goers 30-minute reminders ahead of Pyramid Stage performances, and provide them with a  Wi-Fi hotspot. EE has worked with Havas's sport and entertainment creative agency Cake to bring back the Recharge Tent, which will be open from Thursday to Sunday (10am to 10pm) and have free chargers available to use regardless of people's networks. (Source: CampaignLive 2022)

Cost of living - Increasing adspend during a recession boosts ROI: Advertising budgets should be maintained in the face of escalating cost of living pressures because most brands that continue spending in recessions achieve a higher return on their investment, a marketing analytics consultancy has said. Analytic Partners told delegates at the Cannes Lions Festival of Creativity that despite costs for consumers and companies rising due to high energy bills, a global food shortage and a potential recession, marketers who avoid cutting media spend can expect to be protected from sales losses. Analytic Partners' latest report on ROI data, gathered from clients across the globe, showed that 60% of the brands that raised their marketing investment during the 2007-08 recession saw improved ROIs. (CampaignLive 2022).

Pride in 2022 - What consumers want and how brands should respond: Rainbow color logos, special-edition products, colorful parades: it’s June again, the month when LGBTQ+ Pride is celebrated. This year marks the 53rd year since the first Pride event in New York City following the Stonewall Riots. Pride month is now being celebrated worldwide, and various laws have been introduced to support LGBTQ+ rights. While some brands are genuinely supporting the community, others have been accused of ‘rainbow washing.’ As with any marketing campaign, consumers want brands to be authentic and practice what they preach. In the case of Pride, where empty gestures seem frequent, it is easier said than done. So, what do people expect from brands this Pride month? And what can brands do to support the LGBTQ+ community this June and beyond? Consumers want to see brands creating or engaging with LGBTQ+ initiative outside of Pride month. According to GWI, 67% of respondents agree that brands should support the community year-round. Initiatives for LGBTQ+ people also help engage consumers, especially those in the community. More than 50% of respondents say they engage with brands’ initiatives occasionally or most of the time, and about 14% say they have never seen any initiative outside of Pride month. (Source: The Drum 2022)

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