From PG Tips peacemakers to prickly pubs, it’s been a busy month at W

6 March 2020

Super start to the month

We created a blockbuster launch event to celebrate the 50-year anniversary of the iconic adidas Originals Superstar trainer.

Drawing inspiration from the TV campaign directed by Jonah Hill, we transformed York Hall in Bethnal Green into a homecoming prom – complete with 20-piece adidas clad orchestra, a high school locker room gifting suite and basketball shoot out.

A huge success, with queues around the block to get in, we secured 365 attendees, seeded 250 Superstar trainers, and achieved a whopping reach of 2.5 million views from social media coverage on the night.


A pub for hedgehogs (but for a very good reason)

For the launch of Camden Town Brewery’s first winter lager – Hells in Hibernation – we created the first pub for hedgehogs. Britain’s hedgehog population is in startling decline, especially due to the lack of available habitat to safely hibernate. That’s why we partnered with The British Hedgehog Preservation Society to create a series of Camden-branded hedgehog huts called The Hibernation Arms, which look just like your local but the perfect place for our prickly friends.

Once inside, hedgehogs could enjoy a snug and safe hibernation spot, and with the mini-pubs available to be purchased directly from the Camden Town website with all proceeds going to the BHPS it was a win all round. Thanks to the amount of love for the idea on social media and 55 pieces of coverage – which included this Metro article which was shared over 30,000 times – the public snapped up all 200 in a matter of days. We’ll drink to that!


PG Tips shows solidaritea with Yorkshire Tea

Who’d have thought Chancellor Rishi Sunak could cause such a ‘brewha’? Well, when Rishi posted a photo using Yorkshire Tea, it went viral. The post prompted a wave of abuse aimed at the brand’s Twitter feed, with people claiming they were planning to boycott and forcing the YT moderator to publicly admit it had been a stressful time.

PG Tips’s #cuppastogether mission is all about providing comfort and conversation over a brew. Rather than revel in its closest rival’s misfortune, W suggested PG Tips offer an olive branch (or is that a tea branch) with a supportive tweet offering of a cup of tea together. As a result, the nation commended this very British gesture, some admitted it had even moved them to tears, and was covered in media outlets such as Huff Post , The Poke and The Last Leg on Channel 4. Even the acidly cynical Daily Mail columnist Sarah Vine applauded the moment.

With big names such as Caitlin Moran and David Baddiel also commenting on how heart-warming the exchange was at a time when #bekind movement is very much front of mind.


Sean Paul is in the Villa

To promote Spotify’s ‘Love Island Winter 2020’ playlist, dancehall legend Sean Paul entered the new Love Island villa for a special one-off performance for the Islanders.

W was given four days’ notice to manage the media relations, under a strict embargo, for the appearance by the man with the most famous BOODA BOM DING in music. With key stakeholders including Spotify, ITV, Atlantic Records and Sean Paul’s management team, there was strong competition for brand messaging. Despite complex sign off processes, strict guidelines for journalists and a quick turnaround, we secured an interview with a branded image in The Sun’s Bizarre pages and secured 73 pieces of online coverage including Mail OnlineMirrorMetroThe SunDaily Star


Cera takes The City by storm

Our corporate team is continuing to do amazing work for Cera Care, the London-based home care startup, for whom we won a PR Week Award at launch in 2017. This month Cera raised an incredible $70 million to take its business to the next level.

The fundraising, paired with the company’s national rollout of AI technology, will help to predict and prevent health deteriorations across the UK and potentially save the NHS millions. The Corporate team used the announcement to secure blanket national coverage including The Daily Telegraph, The I, City A.M., and a broadcast interview on Sky News Ian King Live with Cera’s CEO.


Papa Johns Supplier of the Year

There’s a lot of work that goes into producing and selling delicious pizza. Papa John’s has over 100 suppliers, so this month W was delighted to be awarded ‘Supplier of the Year’ at PJ’s annual National Conference event in our first year of working with them.

We topped that with an off-the-cuff campaign, the creation of £5,000 one-of-a-kind ‘crustlinks’ – in a bid to get women to propose to their pizza loving fellas on Leap Day. We partnered PJ’s with the renowned DC Jewellers in Hatton Garden, to create the handmade 18k gold cufflinks, which incorporated Papa John’s signature dough, hidden with Ruby and Tsavorite-encrusted surface. The package also included a photographer to capture the ‘I dough!’ moment and was covered in the likes of Mail OnlineShortlist, Daily Star and Daily Mirror.


Send Noods, Not Nudes

In a bid to cause a stir amongst mates, dates and lovers alike, we partnered Pot Noodle with Deliveroo for a limited ‘Send Noods, Not Nudes’ delivery service for Valentine’s Day. For one-day only, noodlers in London and Leeds could send a saucy gift to their loved one from the comfort of their phone.

Based on the insight that Gen Z would rather send a nude picture than a gift, the new service gave noodle-heads a cheap and easy way to spread the love – with the gift arriving in a collectable box and chosen Pot Noodle flavour. W’s ace design team led the charge creating the bespoke Valentine’s Day box and cards whilst the collaboration was celebrated by the likes of the Daily MirrorDaily Star and London On The Inside.


Livin’ La Fonduta Loca

Finally, we launched La Fonduta guest pizza –  a great collaboration between Pizza Pilgrims and The Cheese Bar. Pizza Pilgrims​ teamed up with ​The Cheese Bar​, London based champions of British cheese, to create the ultimate cheese fondue pizza featuring a rich blend of the finest British and Italian cheeses.

To create some buzz, we organised an exclusive influencer tasting dinner at Pizza Pilgrims’ Victoria restaurant hosted by Pizza Pilgrims founder James Elliot. The place was packed influencers and the event generated 70 pieces of coverage, including Time Out, Secret London, London on the Inside and secured the Evening Standard to announce the launch exclusively.