“I declare before you all that my whole life whether it be long or short shall be devoted to your service and the service of our great imperial family to which we all belong.”
Yep, this week we are mostly going large on the Queen’s Platinum Jubilee to review not one, not two, not three but four attempts by leading brands to boost their profits by piggybacking the celebrations.
First up is recruitment firm Reed.co.uk, which has launched a new version of its Love Mondays Again campaign, featuring six Corgis, famously the Queen’s favourite breed, in the shape of Monday.
Created by independent creative agency Isobel, The Platinum Jubilee Corgis campaign will run across London, in bus and taxi wrap takeovers – with animated versions of the Corgis running on platforms on the Jubilee Line – and featuring the strapline “Great job Ma’am”.
Reed.co.uk chairman James Reed states: “The Queen has done an outstanding job as Head of State for 70 years, and as the UK’s leading job and career specialist, we wanted to joyously celebrate this moment. Celebratory Corgis seem perfect to mark this very special occasion. Great job, Ma’am!”
Decision Marketing Team Verdict: Cute Corgis but what has recruitment got to do with it all? A “shameless jumping on the bandwagon” 6 out of 10
Next up, we are off to Maccy D’s for its version of events, which includes a multi-channel campaign led by agency Ready10 in partnership with Leo Burnett, featuring the new temporary slogan “One’s lovin’ it” and running on out of home and TV channels.
But that is not all, the Royal Philharmonic Orchestra have also been drafted in to rerecord the McDonald’s jingle, while there are 70 limited edition, hand-modelled and glaze-finished bone china recreations of the Maccy D’s fries sleeve, milkshake cup and burger box being given away as prizes in a competition hosted on the McDonald’s app.
McDonald’s UK & Ireland head of consumer communications and partnerships Louise Page said: “The whole country is looking forward to coming together to celebrate this week and I am thrilled that we are joining the party, in a very McDonald’s way. We are delighted to bring fun and great value to our customers whilst taking part in this national celebration, simply by playing with our own iconic branding.”
Decision Marketing Team Verdict: Do you think Our Liz has ever had a Big Mac and fries? We hear she prefers Wendy’s. A “we are not amused” 5 out of 10
And now to The Times and The Sunday Times, which is launching a series of ads to promote exclusive editorial coverage of the Jubilee that includes a collection of rare photographs, a giant pull-out poster, a guide to the celebrations, a 20-page supplement, commemorative magazines and in-depth features on every decade of the Queen’s reign.
Devised by The&Partnership, royal scenes were created featuring “Her Maj” from across the ages, including a ‘family’ of Queens – aged 25 to 96 – waving from the royal balcony, and the royal jet.
The Times and The Sunday Times marketing director Louise Agran said: “Our extensive coverage of the Queen’s reign and the Platinum Jubilee celebrations will be second to none and this visually stunning campaign complements it brilliantly.”
Decision Marketing Team Verdict: This is where the press comes into its own; who doesn’t love a pull-out souvenir supplement? A “hang out the bunting” 9 out of 10
Finally, to Toolstation – well, with four days off there will be plenty of DIY planned – with the retailer creating an opulent toolkit to celebrate the Platinum Jubilee.
The Crown Tools set was created by designer Elizabeth Melinek and includes an adjustable wrench, a claw hammer, a chisel, a trowel and a mixing paddle, all from Toolstation’s Minotaur range; some have 24 carat gilding, others gold plating, with gold leaf applied to the primed surface of the tools.
They are now being offered in a competition to win up to £500 of Toolstation products, launching on Toolstation’s social media channels including YouTube, Instagram and Twitter.
Customers are being asked to nominate who they think is the tradesperson that deserves to be crowned “the Heir to the Crown Tools”.
To support the activity, agency Krow Group has also created a 60-second film that shows the craftsmanship and detail that went into making them, before a figure in white gloves reveals them in all their “regal glory”.
Toolstation category manager Sarah Gale: “We wanted to create something momentous to celebrate Her Majesty’s Platinum Jubilee and the UK’s tradespeople and what better way than a toolkit fit for any royal palace? We’re thrilled to be offering one lucky tradesperson the chance to be crowned the heir to the Crown Tools for this Jubilee.”
Decision Marketing Team Verdict: At last a brand that has been imaginative and not a Corgi in sight. A “diamond tiara” (10 out of 10)
