From the preacher who loved to talk about love, to the royals who loved laughing at him, it’s safe to say that the Harry – Meghan marriage was certainly one for the memory books.
And whilst we’d love to gossip about who dressed best for the occasion (clearly it was Beckham) and Rick Hoffman’s hilarious facial expressions, that’s not really our thing… we’re marketing people.
So, here are the top five campaigns that received WAA Chosen’s royal seal of approval in the run up to the big day…
Tyrrell’s ‘Ginger & Sparkle’
What finer way to celebrate the Royal union than with a characterful culinary marriage of the most fragrant of spices-ginger, a dash of honey and of course a sprinkle of sparkle, all on an impeccable parsnip crisp. Don’t mind if “I do”. #Vegcrisps #GingerandSparkle #Royalwedding pic.twitter.com/LWjiAAGS3y
— Tyrrells (@Tyrrells) May 11, 2018
What we love about this limited-edition product release is that Tyrrell’s have capitalised on the opportunity to boost sales for their veg crisps range whilst simultaneously involving themselves in the royal celebrations.
Too often we see brands striving to associate themselves with major events in a bid to generate exposure with a campaign concept that tries too hard to fit the profile. Tyrrell’s indicate a clear awareness of their positioning as an English ‘posh crisps’ brand and use this common ground with the royals to their advantage, creating subtle but relevant impact.
Marks & Spencer rebrand ‘Markle & Sparkle’
We are excited to anounce a royal re-brand in honour of the wedding of HRH Prince Harry and Ms Meghan Markle. In celebration of Britain’s most anticipated wedding of the year for the next three days, we become Markle and Sparkle. ✨ pic.twitter.com/1HzfJ60BCN
— M&S (@marksandspencer) May 18, 2018
Marks & Spencer went with a bold statement of celebration and support ahead of the nuptials with a three-day social media rebrand, using a witty word play inspired by the bride to be.
We’re not too sure where Harry fits into the title as we’re pretty sure he’s not Prince Henry Charles Albert David ‘Sparkle’ Windsor… Duke of Sussex. That would just be silly.
Our favourite aspect of the campaign was the move to temporarily change the signage of Windsor’s own Marks & Spencer store for the occasion, creating mass exposure through footfall tourism in the area during the celebrations.
Private Eye ‘Thirty-two million on Harry & Meghan Wedding’
Great piece of satire as seen in Private Eye. Whilst some are all for the festivities of a royal ceremony, others like to seize the opportunity to agonise over the cost to the taxpayer, over-extravagance and the overlooking of other British issues.
However, this article is a skilful demonstration of how content can be crafted to challenge audience predispositions whilst trusting them to appreciate the humour in them. The clever wordplay has tapped into the heart of British culture and our renowned ability to acknowledge, or better yet laugh at our own innate Britishness.
For us, this goes to show that a little tongue-in-cheek can capture the imagination of your readers and create a memorable piece of content.
Sodastream ‘Royal Edition’
Our inner tell-tale wants to shout “COPYCAT!” considering the clear similarities we can see to Innocent’s Big Knit campaign launched in 2003, but we’re willing to let this go given the charitable efforts of Sodastream to rid the world of waste plastics – not to mention the brand’s royal blessing from the Duke and Duchess of Sussex.
The brand will auction 50 limited-edition royal wedding bottles, each topped with a hat inspired by those worn by the Royal Family, with all proceeds going to Surfers Against Sewage. The idea is simple, the mission is noble and gives voice to a brand with a passion for the environment, a popular topic that will no doubt garner consumer support.
We now know that as many as two-thirds of consumers want their brands to take a stand and vocalise their opinions on social and political issues. This campaign does exactly that and serves to reinforce Sodastream’s longstanding vision, to create one global community and celebrate the bold achievement of a cleaner, healthier planet, made possible by each of us embracing simple, fun, responsible consumption.
Kastner and Partners, London decided to use Windsor as a geographical platform to raise awareness, maximise media coverage and generate engagement for Shelter on behalf of the homeless community in the area.
Now nominated for The Drum Chip Shop Awards, the concept of this campaign came in reaction to the news that Windsor Council intended to remove homeless individuals from the town ahead of the royal wedding. The response was an integrated media campaign, featuring photos of real people living on the streets prior to their removal, with paid for advertising in the town to ensure they received recognition and donations to their cause on the day.
Using the momentum of the occasion and the juxtaposition of opulence surrounding the wedding, against the exclusion faced by the disadvantaged living within the same community is what we think gives this campaign real presence. With consumers increasingly making decisions driven by feelings over logic, emotional marketing creates meaningful relationships that result in brand fans.
The key to using this strategy is that it must feel authentic and honest to work, and we feel #NotInvited has achieved this balance.