Snacking brand EMILY has changed its advertising campaign in reaction to the coronavirus lockdown.
EMILY-posterAfter realising that its first outdoor advertising campaign running in April wouldn’t be seen by many consumers, the brand decided to use the ads to call out its marketing misfortune and hopefully generate some smiles for key workers and those who can’t avoid being out and about.
The four ads feature tongue-in-cheek humour such as “Our first ever poster, seen by a runner and one pigeon. Typical”, “Hmmm… Maybe we should have made a TV ad instead”, and “Behold, our new poster. Now, we’ve just got to find someone to look at it”.
The messages run alongside colourful images of the brand’s Sweet Potato Veg Sticks and the brand message “Eat Bold”. The campaign will run for two weeks from the 15 April on digital six-sheets across the UK, in partnership with Clear Channel.
“We booked the outdoor media for EMILY back in 2019, so this was not something we could simply cancel at late notice. Luckily, the EMILY brand is all about being bold, so we decided to be totally transparent and use this as an opportunity to poke fun at ourselves” said Ben Arbib, Founder of Nurture Brands.
“We’ll be sharing photos of the outdoor ads on social media with #stayhome as, unusually, we don’t want consumers to see them in person.”