OCTOBER EDIT
At Stir, we believe the most powerful and creative campaigns stimulate both the conscious and subconscious mind. Consumers are bombarded with thousands of different messages a day and absorb only a handful of these, so brand campaigns need to make an emotional impact to drive measurable action. That’s why on the last Friday of every month, we pick 3 campaigns from the month that stirred emotion. Taking inspiration from those that gave us all the feels, and questioning those that left us feeling indifferent.
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FABULOUS
MARTINE MCCUTCHEON X LIDLGB - JUST A LIDL BIT
Lidl has been making viral moves and showing it’s a cultural touchpoint connoisseur, including its recent £50 croissant bag that sold out within minutes. Capitalising on its reputation as the brand that gets it, the latest ‘Just A Lidl Bit’ campaign reimagines Gina G’s 1996 club banger “Just A Little Bit” with the nation’s sweetheart Martine McCutcheon returning to the microphone.
Pulling heavily on the ‘Huns’ culture that has taken the UK by storm and featuring Diane from The Traitors, as well as Gareth, the founder of Hunsnet, and Charity Shop Sue, this is how you keep your finger on the pulse. Cheesy, knowingly tongue-in-cheek and reminding us of the glorious middle aisle of bargains? We are sold.
MARTINE MCCUTCHEON X LIDLGB: Just A Lidl Bit Emotion: Fabulous
CONFUsed
S Club X Waitrose - No.1 campaign
It turns out not all 90’s hitmakers and supermarket advert partnerships are created equally. Pop group S Club, formerly known as S Club 7, paired up with Waitrose as part of its No.1 campaign. Using their 1999 hit ‘You're My Number One’ remixed by Jax Jones, the music video features them frolicking around Waitrose, dancing on checkout points and eating baked goods.
Whilst the content looks incredible and taps into current nostalgia trends, the tone of voice marks a shift for Waitrose and a departure from its usual premium positioning, so has potential to jar with its core customer base. If this is a new direction for the brand, we look forward to seeing what else it has in store, however, if it’s a standalone tactic, we would question its relevance to the overarching brand strategy.
S Club X Waitrose: No.1 Campaign Emotion: Confused
AMUSED
JAMES BLUNT - BEDLAM 20TH ANNIVERSARY RENAMING CAMPAIGN
If there’s one thing the British public has proven it cannot be trusted to do, collectively naming something tops the list. So when pop crooner James Blunt vowed to let the public rename him if his debut album Back to Bedlam hit number one again on its 20th anniversary, the results were.. interesting.
With lots of noise from social media and press as well as a cleverly shot video of him announcing the name, we love this simple, self-deprecating campaign that engaged the United Kingdom, whilst boosting sales. Now all that remains to be seen is what Blunty McBluntface looks like as a signature…
James Blunt: Bedlam 20th Anniversary renaming campaign Emotion: Amused