Respect, Empathy, Relevance

Respect, Empathy, Relevance


The third week in lockdown saw some impressive brand initiatives from a spectrum of industries – all striking the right tone by showing respect, empathy and relevance.

From the publishing world, Grazia magazine honoured NHS workers in its special edition ‘From The Frontline’ – featuring the real heroes on its front cover and also proving an issue could be put together with its team working from home, using socially-distanced photographers to meet hospital staff in car parks.

One of our favourite rays of hope & positively came from travel search engine, Skyscanner, who launched a social media #WeWill campaign asking people to share their stories of where they will go and who they will visit once the pandemic is over.  The brand was quick to point out its position of ‘solving, not selling’ at this time.

As well as an AR social-distancing Snapchat lens that helps smartphone users ensure they stay at least two metres away from others, L’Oreal, Reckitt Benckiser and Essity teamed up to launch ‘Shop Responsibly’ – encouraging consumers to adopt more considerate shopping habits. Other partnerships came from Barcardi and Deliveroo Editions to support independent bar operators through its cocktail delivery service campaign – #RaiseYourSpirits.  And Walkers also gave consumers a taste of the restaurants they are missing out on with limited edition flavours based on restaurants’ signature dishes including YO! Katsu Curry, Nando’s PERi-PERi Chicken and Pizza Express American Hot.

Check back in a week for our next snapshot from the consumer brands space.