As 2022 draws to a close, we’re reflecting on some of the top food and drink PR campaigns from the year. From virtual subways to coffee-stained trainers, we’ve rounded up some of the most eye-catching and creative food and drink campaigns from 2022!
Costa Coffee’s ‘Costa-Misation’
To mark National Espresso Day, Costa Coffee tapped into the trending TikTok and Instagram hack – dying white trainers in coffee.
Shining a light on their new Mocha Italia blend, the campaign sought to highlight that their new coffee offering tastes as good as it looks and looks as good as it tastes. To widen the reach of the campaign, Costa gave away 20 exclusive pairs of the Mocha style Artisan Lab trainers through a competition they ran on their TikTok channel. Users were encouraged to share their shoe size and follow both Costa and Artisan Lab to be in with the chance of winning – a great way for both brands to leverage the campaign to grow their presence and following on TikTok, as well as receiving great press features.
Overall, this was a fantastic example of how brands can effectively tap into both seasonal awareness days and trending social media content to create a creative and eye-catching campaign that grabbed the attention of the media – great work Costa!
Birds Eye’s ‘Welcome to the Plant Age’
July saw the launch of Birds Eye’s ‘Welcome to the Plant Age’ campaign, which sought to reappraise and challenge consumers eating habits.
At its core, the campaign questions why consumers might not be opting for plant-based options, and playfully encourages them to swap out conventional fast-food varieties for plant-based Birds Eye alternatives. The campaign looked to break down common misconceptions around plant-based foods, and highlights that they can be just as delicious as their meat-based counterparts.
This was a great example of a playful and creative campaign which not only raises awareness of Birds Eye’s new plant-based offering but also seeks to educate people about the benefits of a plant-based diet – we really loved this one, and so did the UK media!
Starbucks’ ‘Every Table has a Story’
Starbucks launched an integrated campaign titled ‘Every Table has a Story’ in August which saw them position the brand as a ‘Third place’ where everyone and anyone is welcome to reset, work or connect.
The campaign video features the life of an entrepreneur who is grappling with the highs and lows of making it on their own at her local Starbucks.
Gesturing towards the workplace shifts born out of the pandemic, and the difficulty younger generations faced in getting on the career ladder, the campaign positions Starbucks as the perfect space for them, and other enterprising individuals, to forge their own path.
This was a great example of a relatable campaign which through creative storytelling, seeks to establish an emotional connection with its customers, and more importantly, place them at the forefront of their activations. It also highlights how having strong video content can work well to achieve quality media coverage.
Mcdonalds’ ‘Chicken for Chicken Lovers’
To celebrate the launch of their new McCrispy burger, McDonalds enlisted the help of a series of a star-studded British celebrities, including Maya Jama, Keith Lemon and Michael Dapaah.
The campaign brings together various aspects of UK culture to resonate with a wide and diverse audience. From tucking in to a McCrispy during the drive to university, to devouring a McDonalds at your office desk, the campaign highlights that a McDonalds truly is the perfect accompaniment to any occasion. The star studded line up and brand new product also caught the attention of the UK media – great work McDonalds!
Subway’s ‘Go Big, Go Subway’
August also saw the launch of Subway’s first interactive 3D billboard, which allowed passers by to virtually build their dream subway on screen at Westfield Stratford City by scanning a QR code and interacting with the campaign in real time.
The innovative experience provided members of the public with the opportunity to build their ultimate subway on screen, before seeing their creation come to life via a series of undercover subway ambassadors, who delighted them with their subway for them to enjoy.
This was an example of a creative brand awareness campaign which embraced pioneering technologies to generate mass media coverage and really get people talking!
For more interesting articles from us check out these posts:
- Why it’s important to secure coverage for your product
- How to pitch to journalists
- Campaign Round up : Our favourite Recent PR and Social Media Campaigns
At Prohibition, we work with various brands across all sectors, B2B and B2C, to create innovative PR campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.
