On The March At W

4 April 2019

Marmite Peanut Butter Is A Thing.

Marmite Peanut Butter

It wasn’t a stunt, an early April Fool, or a drill. Our Unilever Foods team had been keeping the biggest FMCG secret under lock and key for some time, until they got the green light to launch Marmite Peanut Butter (yes, really!) on an unsuspecting nation.
Following an exclusive announcement in trade bible The Grocer, our team got to work by sending 150 jars to media and influencers, resulting in page leads in The Sun, Daily Express, The Daily Telegraph and Mail Online. And we achieved the Holy Trinity of live TV tastings with This Morning, Lorraine, and the nation’s very own Marmite figure Piers Morgan sampling the new spread on Good Morning Britain. Thanks to 800 pieces of coverage in launch week, it’s fair to say we LOVE Marmite Peanut Butter.

 

Women Of Camden Town

Women Of Camden Town

When Camden Town Brewery briefed us to amplify its design credentials partnership with artist Bodil Jane, we turned to a canvas that an artist has never previously been given license to work on: the football kit.
We partnered Camden Town Brewery with Camden Town Ladies F.C for the first football strip work of art. The new kit features four inspiring ‘women of Camden’, including poet Sylvia Plath and suffragette Dame Millicent Fawcett. Launched in time for International Women’s Day, a limited edition run of the kit is available to purchase for £30 with all proceeds going to women’s rights charity, the Fawcett Society.  Coverage appeared in the likes of The Evening Standard, The Independent, The Drum, Copa 90 and It’s Nice That. With the first run of shirts already sold out, click here for more info on how to order.

 

YO x DNAFit

Yo Sushi and DNAFit

YO! Sushi teamed up with DNAFit in light of the results from a commissioned Future Lab Report highlighting the upcoming “Personalists” food tribe – a trend that is said to overcome veganism in the next 5-10 years. Personalists use technology to track their wellness and believe everything should be tailor-made for the individual – and what is more individual than your DNA!
To launch its first DNA Dining experience, media and influencers were invited to sample their very own YO! Personalised Plate Plan that outlined the top five YO! dishes that were best suited to their genetic requirements.  It was then rolled out nationwide, offering diners a rare insight into their own DNA for free with a menu tailored just for them.  This represented the first time this sort of technology had been brought to the high street.  Coverage secured included: ElleDaily MirrorWomen’s HealthBustle, Casual Dining Magazine print, Country & Town House print, Eater, The Sun print and Daily Telegraph print.

 

We Got The Power

PR Week Power Book

March saw the launch of the annual PR Week Power Book. W founder and CEO Warren Johnson was listed as the fourth most influential figure in UK consumer comms, meanwhile our ECD Mark Perkins was charted third in the top 10 of the industry’s creatives.
Asked in the questionnaire for their favourite party trick, Warren said ‘Arriving. I’m a consistent no-show risk’, while Mark replied, ‘Leaving undetected’. So, if you do ever see them together in the same room at a party, it must be pretty damn good.

 

W Talent Team Gathers Kate Moss

Kate Moss

As we revealed last month, the W Talent team has been busy recruiting celebrity voices for the Museum of London’s latest attraction, The Beasts of London. The team recently spent an afternoon in the recording studio with the biggest name to sign up, supermodel and London icon, Ms Kate Moss – and secured a front page splash in The Evening Standard when we broke the news to media.

The Ultimate Sugar And Lemon Pairing

Jif x Lord Sugar

We managed to own Pancake Day this year with a cheeky approach on behalf of Jif to pair together the nation’s most famous lemon (Keith) and sugar (Lord) together for a TV chat show called ‘Who The Flip Do You Think You Are’. 

A letter drafted by the W team outlined the concept which would see celebrities interviewed by Lemon and Sugar whilst flipping pancakes – with the suggestion that Lord Sugar’s social media nemesis Piers Morgan should be the first guest. Keith Lemon said he’d be up for it on Twitter, Lord Sugar shared the letter on Instagram, (garnering 6,000 likes) and the Daily Star also got behind the idea. Watch this space.

 

KERB x Hawker Chan

KERB

Last month, we saw our favourite street-food incubator and accelerator, KERB, bring in the world’s first Michelin-starred street food trader, Hawker Chan, for a one-off pop-up at their King’s Cross street food market.
Coverage was secured in the likes of ELLEMetro – The SliceConde Nast Traveller, and the Evening Standard, to name but a few…

 

Thanks Chuck

Twitter screenshot from Chuck D

It’s not often you get a music legend share your coverage on social media, but that’s what happened when we launched with Spotify Original’s latest podcast, Stay Free: The Story of The Clash. Hip-hop pioneer Chuck D of Public Enemy narrated the podcast and was only too eager to share articles as they broke online, such as pieces on Uncut and BBC Music.

 

King Ralph

Harry And Meghan

Our Ancestry.co.uk team were busy this month scouring the family trees of the Duke and Duchess of Sussex (known to most of us as Harry and Meghan) for clues in their lineage for potential baby names. While some of the public may be punting for Diana, our research revealed that if Harry and Megs delved further back they could be inspired to name their baby Gertrude, Marmaduke or Ralph. This nifty bit of desk researched delivered 110 pieces of coverage including Global Radio, The Daily Express and The Sun.