Father’s Day 2021.
Supermarkets STEAKING THEIR CLAIM
Supermarkets had you covered for the perfect Father’s Day meal this Thanks for everything year, and there was a definite focus on A number of campaigns were centred around gifting as a way of more ‘macho’, meaty meals. Whereas saying thanks to dads for their love and support. ASDA took this a step at other times of year the big-name further by extending it to the more inclusive ‘father figures’. Meanwhile chains look to draw attention to Morrisons introduced its partnership with ‘Young Lives vs Cancer’ – a their vegetarian, vegan and free- charity which supports fathers whose children have been diagnosed from options, this celebration called with the illness. for more steaks, burgers, pies and whiskey, all of which cropped up Recipe for success regularly in digital campaigns. There’s certainly been a move in recent years towards supermarkets providing a more rounded shopping experience, and this was reflected in the recipe ideas posted by the likes of Tesco and Costcutter. As well as promoting the ingredients needed to create a dish, this is a great way to drive consumer loyalty by engaging users beyond the simple ‘shop/ customer’ dynamic.
www.teamitg.com A CLOSER Famous faces Waitrose pulled something from the hat – quite literally – when it came LOOK... to its Father’s Day campaign, with its distinctive splash of colours proving an eye-catching addition to in-store POS. M&S generated interest through the celebrity factor of its campaign, with popular father and son duo Martin and Roman Kemp headlining the store’s homepage.
WAITROSE MARKS & SPENCER
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“The product imagery used by Aldi conveyed a slightly rustic, homely feel that chimed well with the brand’s values.”
Claire Cooper Creative Director DIGITAL ACTIVITY
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“Costcutter’s digital activity was filled with recipes and videos, encouraging people to get active in the kitchen and give dad a homemade treat while simultaneously promoting the necessary products.”
Robin Jung Business Unit Director DIGITAL ACTIVITY
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“While the photography was as sharp as ever, the bright blue backgrounds helped engrain a sense of playfulness within M&S’ Father’s Day campaign.”
James Cannell Chief Brand Officer DIGITALIN-STORE ACTIVITY POS DIGITAL ACTIVITY
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“The moustache motif was a fun, subtle way of helping One Stop’s Father’s Day activity stand out on social media.”
Alan Turner Creative Director DIGITAL ACTIVITY DIGITALIN-STORE ACTIVITY POS
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“In-store POS furthered the theme of inclusivity this Father’s Day, focused around the ‘For Each & Every Dad’ message.”
Jo Wilby Group Creative Director IN-STORE POS DIGITALIN-STORE ACTIVITY POS
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*Information and images within this report are gathered from ITG research, third party resources and materials available in the public domain.