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Happy New Year readers! This week we’re diving straight into 2023; with campaign’s from Quorn,British Airways and an update on Channel 4’s privatisation.

Enjoy!

Campaigns: Quorn 

Quorn’s  ‘So Tasty’ campaign launched on January 1 and is set to reach millions of consumers across multiple platforms, following the successful ‘So Tasty, Why Choose The Alternative?’ Deli campaign in September 2022.

The new creative takes a cheeky and relatable approach to the infamous end-of-night takeaway, where partygoers typically go  for a box of nuggets or a chicken burger. The advert reveals at the end that no chicken was eaten at all, proving that Quorn is so tasty you don’t need to choose the alternative.

Gill Riley, marketing director at Quorn said: “With January being the highest penetration month for meat free, it’s a really crucial moment for us to engage shoppers. Frozen breaded centre plate is a key penetration driver, making this the perfect time to showcase our top performing products and get Quorn on more plates more regularly.”

Campaigns: British Airways

It’s a scary but true statistic that people who don’t take holidays regularly tend to die sooner, and British Airways has pivoted a whole advertising campaign on reminding us all of this fact. A huge 50% of working-age UK adults don’t take their full allocation of annual leave, so as a result, British Airways Holidays is now urging the public to look into the benefits of holiday-making in a new campaign. The films, created by Uncommon, mark the start of an ongoing series titled ‘Take Your Holiday Seriously’ based around highlighting the positive effects of vacations.

The survey, commissioned by British Airways Holidays with YouGov found that 48% of working Brits have checked their work emails while away, which flies in the face of research suggesting that not taking time off can shorten your life expectancy. However, a 40-year study by the European Society of Cardiology revealed that taking a holiday could help people live longer. British Airways Holidays’ survey also revealed that nearly 79% of those asked agreed that taking a break is good for their mental health. The campaign is launched as the cost-of-living crisis begins to bite, with many members of the public suggesting that holidays are among the most likely cuts to their budgets for 2023. That many of the public are prioritizing work over wellbeing is the serious message behind the humorous films.

The work will run on TV, in cinemas and across social media, with more campaign executions launching later in the month.

Updates: Channel 4 privatisation

Industry bodies have welcomed the UK culture secretary’s recommendation to scrap the privatization of Channel 4 but said its model needs to “evolve“.

Director general of the IPA Paul Bainsfair said: “Channel 4 is a hugely successful advertising business delivering a large, unique audience profile through its PSB remit. It is well led, an innovator and with a market leading Broadcaster Video On Demand platform, it is well positioned for continued success.”

Meanwhile, Phil Smith who is director general at the ISBA, said the decision by will bring “certainty for those planning advertising campaigns, supports the UK’s creative industries, and backs future investment in all regions and nations.”