Brands get patriotic

As preparations get under way for the Diamond Jubilee many brands are releasing patriotic campaigns to show their support. Heinz is launching limited edition vintage labels for its Heinz Beans and Heinz Spaghetti brands. These labels reflect the designs used in 1952 – the year of the Queen’s Coronation – and will feature the slogan ‘Celebrating the Queen’s Diamond Jubilee’. It is likely that the brands involved will be looking to fill marketing jobs to support these new marketing campaigns in the build up to the Jubilee, the Olympics and a very British summer.

Heading back down memory lane seems to be a popular choice, with Kellogg’s limited edition collectors’ boxes. Marketing Controller for Kellogg’s, Paul Humphries stated that “Royal memorabilia can be a valuable marketing tool and we can help retailers by offering these limited edition boxes, along with over 100 years of heritage, which will be popular with shoppers keen to have their own Jubilee keepsakes…” The drawings featured on the boxes date back to the 1950s when the Queen ascended the throne. Boxes will be on sale for a limited time only from 22 April 2012 to 25 June 2012 and will be priced from £2.69.

Other brands are concentrating on the party/summer feeling the Jubilee will be bringing. The coffee brand Douwe Egberts is organising activities aimed at bringing community spirit to the streets of Britain. A Facebook app is the driving force of the marketing campaign allowing users to register their ‘Big Lunch’ and invite friends and neighbours to join in their celebrations. The superbrand Marks and Spencer is also including a reference to the Queen’s Jubilee in its latest summer TV advert, featuring Twiggy hosting her own garden party. The Co-operative Food have gone one step further to bring the party feel to the streets of Britain by holding a competition to win £100 worth of food vouchers as well as bunting, paper cups, plates, and Union Jacks to get the Jubilee celebrations underway. Not to mention their release of their own-brand British beer named ‘Jubilation’ and ‘Salutation’ which will be on sale from the 2nd May.

Alex Carter, Managing Consultant at Brand Recruitment added, “We work with a number of FMCG brands and imagine that a number of these will be working on re-branding products to fit in with this year’s patriotic events”

Brand Recruitment is currently recruiting for a number of brand manager jobs across the Eastern region.

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