As an agency working with a range of clients across the food and drink industry, we’re constantly keeping an eye on the campaigns that truly cut through – the ones that make us stop mid-scroll, share in our ‘Inspiration’ Teams thread, or say “we wish we’d done that.”
So far this year, plenty of brands have caught our attention. From reactive storytelling to smart partnerships, here are five campaigns the Hatch team have been loving and why.
KitKat’s IRL Heist
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An essential PR skill is being able to think on your feet, and this year, KitKat did exactly that.
When a real-life heist disrupted production just before Easter, the brand didn’t shy away from it. Instead, they leaned in, transforming the situation into a fully-fledged campaign. The brand issued an official statement and even launched an interactive ‘stolen KitKat tracker’ for consumers to get involved with the theft. It felt bold, self-aware, and timely.
For us, this is a fantastic example of reactive PR done right. It shows the power of embracing the unexpected and turning a potential negative into something engaging, shareable and on-brand. Not every brand would have the confidence to do this, but when it works, it really works.
Absolut x Tabasco
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Brand collaborations are something we’ve seen time and time again, and for this reason, making them feel genuinely relevant and exciting is more crucial than ever.
The Absolut x Tabasco launch is a great reminder that the best partnerships don’t just make sense, but also spark curiosity. On the surface, this pairing may feel slightly unexpected, but when you think about it, it taps perfectly into consumer trends around bold flavours, elevated at-home experiences, along with hot and spicy alcohol combinations which have continued to dominate the drinks space in recent years.
From a PR perspective, it’s visually distinctive and easy to translate into multiple angles, combining cocktail culture and foodie experimentation.
KFC’s Pickle Puffer
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KFC has always been good at playing into internet culture, and their latest launch for this year, the Pickle Puffer, is no exception.
It’s weird, it’s niche, and it knows exactly who it’s talking to. Earlier this year, Ocado reported a huge year-on-year 627% increase in searches for sandwich pickles, and interest in mini pickles by was also up a whopping 380%. By tapping into consumers’ cult-like love of pickles, KFC created the kind of product people want to try and talk about, with the brand continuing to lean into the trend by launching a limited edition pickle menu earlier this year.
What we love here is the confidence. It’s not trying to appeal to everyone or become a mass-produced clothing item, and that’s exactly why it works. It’s evidence than in an increasingly crowded market, campaigns that fully commit to a lane (and have fun along the way), tend to travel further!
ASDA’s Valentine’s Baskets
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The Asda basket campaign went viral for all the right reasons. Another example of timely PR done right, this Valentine’s Day stunt introduced special red baskets for single shoppers looking for love, while those taken or uninterested used standard green ones.
Launched as a playful icebreaker across three select UK stores, the campaign was research-backed, with data showing most Brits view supermarkets as great places to meet partners but feel too shy to initiate conversation. Not only did this campaign have a strong media hook, but the initiative also became a massive social media success, offering a fun, real-world alternative to dating apps by encouraging face-to-face flirting in the grocery aisles.
For us, this was a simple but hugely effective stunt – proving the best campaigns are often the simplest.
The Devil Wears Prada x Starbucks Secret Menu
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As The Devil Wears Prada returned to our screens this year, Starbucks launched a “secret menu”, tapping into a cult fanbase and bringing a beloved film to life. The limited edition offering included character-inspired drinks that felt fun, recognisable and highly shareable.
What makes it work is the simplicity. It’s nostalgic, personality-led, and built for social. The “secret menu” mechanic adds just enough exclusivity to drive curiosity, while the film tie-in does the heavy lifting culturally.
For us, it’s a great reminder that when you blend fandom with a tangible experience, you create a community-led campaign that people genuinely want to take part in.
For more information on how Hatch can support with food and beverage creative campaigns, please get in touch via hello@hatch.group.
