Who could have made the BURGER KING UK ad & faced no backlash? Would it have been possible? 🍔The Burger King BBH London post-birth meal ad stirred a fair amount of debate, which revolved around its portrayal of a mother eating a Whopper after giving birth. The ad was based on real-life experiences of new mums indulging in a whopper after childbirth. Some saw the ad as empowering, giving new mothers permission to indulge and enjoy food without societal judgement. The ad drew criticism for trivialising the experience of childbirth or being exploitative. Some felt the image was an oversimplification of a deeply personal moment. There was backlash around the promotion of unhealthy food, especially in the context of new mothers recovering from childbirth. ❓️😕So could other brands have run this campaign (yes I know GrubHub have done something similar). Well I took a look to see what the ad could have looked like for The National Dairy Council, Cheetos, Ben & Jerrys and Liquid Death. 🥛The National Dairy Council: Dairy products are often seen as a wholesome and nutritious food category, might have been received more positively than fast food. Milk or yoghurt, for instance, could be positioned as an ideal, healthy snack post-childbirth, aligning more closely with societal norms about nutrition, especially for new mums. Of course this ad might still have been criticised among those who advocate plant-based diets. 🐆Cheetos: As a fun, quirky snack brand, Cheetos might have leaned played up the idea of letting go and enjoying comfort food. They could also embrace the irreverence that their brand is known for, likely appealing to a younger audience or those who appreciate cheeky advertising. Like Burger King, Cheetos could be criticised for promoting unhealthy food, especially to new mums. 💧Liquid Death: Liquid Death’s edgy, rebellious brand identity might have given it more flexibility to embrace this ad and its position as a brand that subverts norms might attract those who enjoy the breaking of taboos and societal expectations? Also it is water, so it seems reasonable that the new mum might well be thirsty. 🍦Ben & Jerry's: Ben & Jerry’s could have framed the ad in a way that celebrates self-care for mothers, their well known values may have allowed them to balance the indulgent nature of ice cream with messaging around empowerment and choice. But of course it is an indulgent food so would have also been seen as unhealthy. Of course for all the brands the consistent challenge they will face is the accusation of using childbirth to sell a product. What are your thoughts? Do you think this moment, this experience is something a brand should lean into? Are you upset by the Burger King creative or bemused by the controversy?

Check out the full episode here: https://youtu.be/NA7UTee54Ok?si=xtT5_-NosnJGIsr2 Peter Markey is a 4 time Marketer of the Year winner, the latest in 2023 where his team also won Team of the Year. Catch some of the highlights of this episodes.

In this episode, Peter Markey, Chief Marketing Officer of Boots & 2023 Marketer of the Year talks about how he is managing the legacy of the 175 year old Boots brand and making it a brand that WOWs in 2024. Peter generously shares his extensive journey and experiences leading some of the UKs biggest brands, shedding light on his strategic approach to maintaining brand relevance, leveraging data, and emphasising commerciality. We discuss the crucial role of empathy in leadership and how it influences innovative marketing campaigns like the 'Love Island' partnership that Boot UK has championed. Furthermore, Peter opens up about how his passion for improv comedy and music improv invigorates his professional creativity and adaptability. Through exploring his strategies for navigating marketing trade-offs, continuous customer engagement, and adapting to the ever-evolving landscape of marketing, Peter offers invaluable insights. And we get to talk about the future potential of AI in marketing. We also go back in time and talk about an interview Peter gave in 2009 where he is talking about some of the concepts that were later to be become mainstream thinking. Oh and we also get to chat about Queen Camilla and 80s music. This episode is a goldmine for marketers eager to learn from a seasoned expert about thriving amidst change and driving growth. 01:57 Leadership and Marketing Strategies 02:01 Insights on Data, Tech, and AI in Marketing 06:40 Personal Career Challenges 08:42 Navigating Redundancies and Career Transitions 12:11 Sector Experience and Marketing Versatility 21:45 Brand Purpose and Organizational Alignment 24:33 Boots' Legacy and Future Vision 28:13 Final Thoughts and Reflections 35:38 The Commitment to Being a Good Example 35:50 Debating Purpose and Financial Confidence 36:49 The Power of Long-Term Purpose 38:16 Creative Options and Purpose Work 39:37 The Success of Boots' Summer Campaign 41:52 The Importance of Team Input 47:59 Boots' Strategic Partnerships 52:43 Navigating C-Suite Relationships 58:05 Staying Close to Customers 59:11 The Value of Improv in Leadership 01:02:32 Evolving Marketing Strategies 01:04:23 Future Focus: Growth and AI @BootsOfficialUK @BootsIrelandOfficial

If you would like to review links & charts, check them out here: ttps://www.thatswhaticallmarketing.com/post/top-of-the-marketing-charts-sept-2024 In this edition of That’s What I Call Marketing, we take a look back at what hit the top of the marketing charts in September. There’s a lot to unpack, from campaigns that caught my eye to debates that will get you thinking. We dive into some big questions around attribution—Analytics Partners ask if it’s doing more harm than good—and data-driven targeting, where Jon Bradshaw reckons the martech industry might be missing the mark. Some standout campaigns? Well, Tesco’s homewares range goes all high fashion, brought to life by BBH London with some truly slick OOH work. We’ve also got G-Star RAW teaming up with Olympic gold medallist Rhys McClenaghan in a fragrance-style spot that’s dripping with effortless cool. And then there’s John Lewis, slowly building to its Christmas crescendo with a new three-part campaign kicking off with a nod to its century-spanning heritage. But it's not all about the big brands. Tombola’s fun and surreal ad starring comedian Jo Griffin breaks the mould in the hyper-competitive online bingo space, while Firehouse Subs deliver laughs with their return of the ‘Hot Sauce Table’ in a spicy series of ads. Oh, and can we talk about AI? From Adidas experimenting with AI-driven ads to Viant launching ViantAI, the future of AI in marketing is a hot topic that won’t go away (even if it sometimes feels like we wish it would!). As always, we’ll also look at a few creative stunts, like Pizza Hut’s genius move of printing job seekers’ CVs on pizza boxes—guaranteed to get attention. Plus, a clever campaign from Dad Shift pushing for better paternity leave in the UK using statues in central London as part of their message. So grab a cup of tea, dive in, and don’t forget to leave a comment with what caught your eye this month!

Hear from the worlds leading marketing minds with new episodes every single Tuesday. Subscribe to That's What I Call Marketing wherever you tune into your podcasts. https://podfollow.com/thats-what-i-call-marketing Hear from the likes of Thomas Barta Debbie Millman Andy Nairn Jon Lombardo Ryan Wallman (Dr Draper) Jenni Romaniuk James Hurman Ellie Norman Judy Nam Trish Butler Colin Lewis Vaessa Sawyerr Carmen Byrant Marc Binkley Vasilis Douros Elena Hengel Damian Devaney Tom Kinsella Mark Nutley Pat Hammil Daragh Byrne Peter Field Mary Kirkaidi Chris Allen Sherilyn Shackell Leigh Barnes Emannuel Probst Margaret Molloy Michael Corcoran Tom Roach Grace Kite Jessica Gilmartin Maddy Cooper Rita Kirwan Mark Ritson Matthew Woodhams-Roberts Dave Horton Nils Leonard Kerri Martin Mark Sandys Karen Nelson-Field Ian McGrath Paul Dervan Caroline Donnelan Richard Carr Rachel Fairly Aamir Alliboy Tom Ollerton Daragh Perse Connor Archbold Karen Martin Dusty Rhodes Paul Mallon Emer Mc Carthy Niall Breslin

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Listen https://pod.fo/e/26c8dc Promise Gluten Free has redefined the Gluten Free Bread Category, going from a small brand to internationally renowned market leader at a premium price point. But CMO Greta Hammel says Physical Availability was more important first before thinking about mental availability at scale. @EhrenbergBass #brandawareness #marketing #glutenfree

Listen here https://pod.fo/e/26c8dc Greta Hammel is CMO of Promise Gluten Free Bread & Gallaghers Bakehouse. Greta is a seasoned marketing expert with incredible experience in global brands like Cadbury and Philadelphia. Greta shares her invaluable insights gained from years of experience in both large multinational corporations and smaller, scaling organisations. The discussion delves deep into her journey from working in major global markets to her current role in leading the innovative gluten-free brand, Promise Gluten-Free. We talk about being at Cadbury during the iconic Gorilla ad campaign and the impact that had on the brand, a massive turnaround in fortunes. We chat through Greta's hands-on experience in navigating cultural and market-specific challenges across Europe to address specific market business challenges with a consistent brand strategy that allowed space for nuanced executions. Leveraging her experience Greta transitioned into a smaller, but rapidly growing, brand in Ireland. Greta discusses how she applied her extensive skills to rebrand and reposition Promise Gluten-Free and Gallagher's Bakehouse, emphasising a consumer-centric approach backed by in-depth research. She discusses the challenges and rewards of this transition, particularly focusing on the importance of understanding local markets and making precise, impactful marketing decisions with limited resources. Conor and Greta explore the impressive growth and success of Promise Gluten-Free, highlighting its expansion into international markets like Canada, where it now holds the number one position in the gluten-free bread category. Greta's strategic leadership and consumer insight-driven marketing campaigns have been pivotal in this growth. This episode is insightful for marketers working in growing and scaling brands, offering practical advice on balancing big-brand principles with the agility required in smaller organisations. Greta's experience underscores the importance of a solid product foundation, meticulous market research, and tailored marketing strategies to drive brand success both locally and globally. Don't miss Greta's compelling story and the wealth of knowledge she brings to the table. Whether you're a C-suite executive or an aspiring marketer, this episode offers valuable lessons on brand growth, consumer engagement, and global marketing strategy. 01:24 Greta Hammel's Career Journey 06:08 Insights from Cadbury's Gorilla Ad 18:46 Navigating Brand Strategy Across Markets 24:08 Transition to Promise Gluten-Free 29:29 Relaunching Gallagher's Bakehouse 30:30 The Gluten-Free Revolution: Addressing Consumer Needs 32:18 Innovative Product Development and Packaging 33:18 Market Transformation and Growth 35:04 Maintaining Premium Brands: Promise and Gallagher's 36:25 Sourdough Success 38:13 Creative Marketing Strategies 43:37 Expanding into North America 49:27 Award-Winning Marketing and Team Dynamics

Brand is often misunderstood. And there are lots of experts out there who say "brand is dead". But when I talk about brand, I'm not talking about about soft fluffy stuff that gives marketing a bad name. No, brand is runs much deeper than that, or at least it should. And in this episode of That's What I Call Marketing Podcast I discuss the true meaning of brand and brand value and how it can create important, transformative, cross-functional alignment within organisations. Is there a clear understanding of the transformative value of brand in your organisation? If not, this new episode is something you will want to listen to and share. Hear from Damian Devaney of TBV Global and Shane McGonigle MMII CEO of Marketing Institute Ireland as they discuss the importance of understanding this for your organisation. This isn't just an episode that you will want to tune into, it is one you will want to share with your CEO, CFO and other C-Suite colleagues.

Listen here: https://podfollow.com/thats-what-i-call-marketing In this episode of 'That's What I Call Marketing,' host Conor Byrne is joined by CEO of the Marketing Institute Shane McGonigle & Damian Devaney Partner at TBV Global, to talk about Total Brand Value. Sharing a passion for elevating marketing and helping develop world class marketers this episode covers the transformative value of brand and the important role of brand management. This isn't about soft fluffy brand stuff that gives marketing a bad name and allows some commentators spout misinformation about the death of brand. No this is about understanding the true meaning of brand and brand value. The episode explores the importance of cross-functional alignment within organisations for effective brand management. The discussion takes a deeper dive into the relevance of branding beyond just marketing, targeting not only marketers but also CEOs and CFOs. We challenge common misconceptions about branding, emphasising its vital role in building a company's reputation and aligning all departments to work towards a unified brand promise. The episode is rich with anecdotes and practical insights, such as the critical distinction between brand image and brand identity, and how strategic brand management can be a significant driver of commercial success. This episode is a must-listen for anyone looking to understand the intricacies of effective marketing and strategic brand management. It offers valuable perspectives on how education, continuous learning, and a structured approach to branding can equip marketers to drive significant growth and performance. Whether you are a CEO, CMO, or an aspiring marketer, this episode provides actionable insights to enhance your strategic capabilities and contribute to your organization's success. 00:00 What do these guests know 08:00 What is Total Brand Value? 15:00 The Commercial Impact 20:23 The Growth Potential of Small Brands 21:34 The Importance of Brand Management 22:06 Leveraging Small Budgets Effectively 22:53 Integrating Marketing Across the Organization 23:26 Tools for Brand Positioning and Growth 25:51 The Role of Training in Marketing Success 27:25 Case Studies: Real-World Marketing Plans 33:04 The Commercial Mindset in Marketing 37:33 Effective Growth Strategies 40:25 MII Course Information Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/ Thanks to today's show sponsor CPL Marketing Recruitment

Do you know the answer to the question posed here? Find out here https://pod.fo/e/2679d4 Prof Koen Pauwels, renowned and distinguished marketing professor explains why advertising is a weak force, but what is the answer to his question? Leave your guess in the comments.

Prof. Koen Pauwels offers some great advice to marketers and explains "Why Marketing Needs to Broaden Its Horizons Beyond Specialized Channels"