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Pancakes & Popcorn

Marketing Doris - Pancakes & Popcorn

Two things on my list of favourites is Food and Good Marketing #goodmarketing. So, when they are combined, I’m a very happy bunny!

Here’s why. This week was Shrove Tuesday and next Thursday is Popcorn Lovers Day. These are just two examples of how national holidays and awareness days (or weeks or months) can be used by companies in their marketing activities.

Clearly not every business can use all the calendar milestones. Not only would it dilute the messages and appear to be jumping on every bandwagon but importantly they wouldn’t always be relevant. However, when appropriate they can be effective.

What caught my eye around Pancake Day were:

  • Jif Lemon reportedly approached Alan Sugar and Keith Lemon to host a chat show sponsored by them called Who the Flip do you think you are, with Piers Morgan as one of the guests. I’m not sure it happened, but it was put out there on social media by the people named so that in itself is #goodmarketing (and cheaper!)
  • Birds Eye brought back our favourite Findus Crispy Pancakes in time for Pancake Day 2019, complete with retro packaging! Nothing screams ‘tea after school’ more to me than Ham & Cheese in their golden breadcrumb crust served with baked beans. So confident are Birds Eye that today’s families will love them as much as we did back in the 80’s that they are offering a money back guarantee if they are don’t like the classic flavours and the more up to date versions. Love it!  I might even be tempted for nostalgia purposes to go and get a packet (but only if Scooby Doo is on the TV whilst we're eating them!) #goodmarketing

It wasn’t just food companies marking Pancake Day though, many businesses used images in their social media campaigns that day and took the opportunity to have team events or staff lunches around our battered favourites.

On the flipside (sorry!)… popcorn has had a huge resurgence over the last few years with brands such as Metcalfes eading the way with innovative marketing campaigns, contemporary graphics and strong messages around low calories and healthy options.

There is no doubt that Popcorn Lovers Day is sure to bring similar well-timed campaigns and promotions, particularly from the manufacturers themselves but also in conjunction with cinemas and film streaming operators. I’ve already got my bag of Sweet & Salty ready in anticipation of viewing some great examples of #goodmarketing – I’ll keep you posted of any favourites!

For assistance with well timed #goodmarketing campaigns relevant for your business or product, contact Helen Stott of Marketing Doris on 0790 3727750 or by email helen@marketingdoris.co.uk

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