Five campaigns we liked in March: including Greggs, Carlsberg and more

A literal chocolate bar, a politically enfranchising ice cream and a tourist board's touching film all got a thumbs up from the PRWeek UK team last month...

Greggs Nappuccinos

Greggs set up giant coffee cups that doubled as sleeping pods in Potters Fields Park by London’s Tower Bridge to launch its new coffee range.

But the activity was more than just a photo opportunity. People were invited to take a ‘Nappuccino’ in the pods, testing scientific claims that drinking coffee then taking a 20-minute power nap maximises alertness and increases productivity. Havas PR Manchester worked on the campaign.

If Carlsberg Did Chocolate Bars

Carlsberg created an enticing visual spectacle at the Truman Brewery in London’s Brick Lane just before the Easter bank holiday weekend, with a pop-up bar made from chocolate.

The stunt required nearly half a tonne of chocolate and featured a chocolate dartboard, chocolate bar stools and chocolate TV showing England World Cup games to add to the pub feel. The concept came from ad agency Fold7, with support from Clifford French (earned media) and The Marketing Store (social media). Other agencies involved were Blackjack Promotions, OMD UK and Talon Outdoor.

Ben & Jerry’s Give a Fudge

Talking of chocolate, ice-cream brand Ben & Jerry’s has teamed up with civil rights group Hope Not Hate to tell Londoners ‘Don’t Get Frozen Out’ of the forthcoming mayoral election, urging them to ‘Give a Fudge’ and register to vote.

The Unilever-owned brand’s Chocolate Fudge Brownie flavour has been renamed Give a Fudge for the run-up to May’s election, with a sample tour to promote the message. It’s a clever way to link Ben & Jerry’s back to its activist roots. Clarion Communications worked on the campaign.

Pigeon Air Patrol

This ingenious campaign looked like an April Fool but was 100 per cent genuine.

Tiny pollution-monitoring backpacks were attached to pigeons before they flew across London and the public could tweet their location to @PigeonAir to learn about pollution in their area. The campaign was created by Plume Labs, which helps consumers track and reduce their air pollution, with help from DigitasLBI.

FOMO and the Mexico Tourism Board

This inspired and touching campaign from across the Atlantic uses the concept of FOMO (the fear of missing out) to great effect.

Creative agency Lapiz hunted down lookalikes for two random workaholics, then sent them on holiday in a film for the Mexico Tourism Board. The duo – Ann and Mike – were stunned to meet their doppelgängers, who showed them films of them partaking in their favourite activities including horse riding, scuba diving and landscape photography. They pair then pledged to rectify their work-life balance and won trips to Mexico.

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