KFC and Jägermeister
Communication is more important than ever during these unprecedented times. As we recently discussed in our blog post, why brands shouldn’t socially distance their business, although people aren’t coming into contact with brands like they usually would whilst going about their daily lives, such as in shops, while travelling, or in workplaces, it is still crucial that a presence is maintained. However, it is vital that your messages are communicated sensitively and with an appreciation for the current situation. Here are two of our favourite campaigns from the past month from brands that have done just this.
KFC – KFC Clash for Comic Relief
Although most of its outlets are currently closed, KFC is not slowing down when it comes to communicating with its audience. In support of Comic Relief, the fast-food giant is pitting celebrities against each other in a culinary competition.
Through a series of Instagram Lives hosted on the company’s account, contenders battle for viewer votes to become the ultimate chicken champion, with celebrities such as Chris Hughes and Kem Cetinay taking part.
Why we like it: This campaign provides light-hearted entertainment whilst also supporting a good cause, which softens the brand’s messaging, and provides value to viewers. By encouraging people to recreate the fast-food chain’s famous chicken, it also reminds its customers of what they are missing out on, which will only fuel demand when the company is able to reopen its doors.
Jägermeister – #SaveTheNight
With Covid-19 putting a pause on nightlife, it not only means that the public cannot go out, but that professional ‘party people’, including mixologists, DJs and musicians, have lost their livelihoods.
Jägermeister’s new campaign, #savethenight, is supporting the world’s artists, bartenders, and creatives by finding new ways for them to work. The ‘Meister drop-in’ campaign invites entertainers to liven-up virtual lockdown parties with 20-minute slots, paid for by the alcohol brand. To spread the message, the German company collaborated with carefully selected social media influencers that fit the company’s primary customer demographic.
Why we like it: This campaign demonstrates that Jägermeister understands its customers. By offering its audience the chance to liven up their virtual lockdown parties, and using targeted influencers to get the word out, the idea benefits its customers, whilst also doing good for the wider community and industry professionals. This approach heightens the brand’s profile with a meaningful message.