March 2024 was full of activity, with Easter falling early this year there were plenty of foodie holidays for brands to engage with.
🐰 Top 3 Easter Campaigns 🥚
A much-loved tradition in the UK, Easter (31st March) is not just about colourful eggs and fluffy bunnies—it’s also an excuse for us all to indulge in copious amounts of chocolate. Let’s take a look at the ways brands have capitalised on this sweet occasion with these Easter-focused campaigns.
Asda’s ‘Farm-to-Egg’ Easter Advert:
Asda took a whimsical approach to Easter this year with its creative TV advert that reimagined a farm where chickens lay chocolate eggs. This playful video follows a farming couple collecting eggs from their chicken coops, which happen to be some of the UK’s biggest chocolate brands. With brands like Creme, Bounty, and Twix participating, Asda’s campaign captured the essence of Easter indulgence.
Morrisons and Warburtons’ ‘Ask for Ellen’ Campaign:
Morrisons, in partnership with Warburtons, spread joy this Easter by offering free crumpets to families visiting their cafes. Named after Warburtons’ founder, Ellen Warburton, this wholesome initiative aimed to combat holiday hunger and support families during the school break. With children asking for snacks three times a day on average during holidays, and parents facing concerns about financial strain, this campaign provided a welcome relief with 100,000 portions of delicious crumpets estimated to have been distributed.
Cadbury’s Mini Eggs Billboard:
Cadbury celebrated Easter’s iconic British treat, Mini Eggs, with a unique social-first ad campaign. In a stroke of creative genius, Cadbury creates miniature billboards to showcase its Mini Eggs, fully living up to their name. Crafted with meticulous attention to detail by model maker Paul Baker, these tiny installations are a testament to the celebration of craft in miniature form. The unexpectedness of the campaign, combined with its focus on product showcasing, makes it a standout in the Easter marketing landscape.
Credit: The Drum
🤱 Mother’s Day – A Big Opportunity for Brands 🤱
Mother’s Day (30th March) stands as a significant occasion for brands to partake in the celebration and offer special treats for the mothers in our lives. It’s not just about showing appreciation; it’s also an excellent opportunity for brands to engage with consumers and boost their marketing efforts.
According to recent statistics, Mother’s Day holds a prominent place in the hearts of UK consumers, ranking as the fourth most popular national and religious event. Retail spending during Mother’s Day in 2023 reached a staggering £1.28 billion, showcasing the immense economic impact of this heartfelt occasion. Despite financial challenges faced by many consumers, over 60% expressed the importance of celebrating Mother’s Day, highlighting the enduring significance of this holiday.
Furthermore, consumer behaviour surrounding Mother’s Day reveals intriguing insights. With concerns about financial strain, consumers are opting for cheaper gift items but purchasing more of them, emphasizing the importance of affordability and value in their purchasing decisions. Discounts and promotional offers play a crucial role in influencing consumer choices, with 61% of consumers preferring discounted or promotional offers when buying gifts for Mother’s Day.
This increased consumer spending during Mother’s Day also has a tangible impact on retail sales, as evidenced by the boost in UK total retail sales growth during March. Despite challenges such as adverse weather conditions and consumer cutbacks, retail sales saw a notable increase of 5.1%, driven in part by the surge in purchases related to Mother’s Day.
One notable campaign that captured the essence of Mother’s Day celebration is Pret a Manger’s reintroduction of fruit scones to its menu after a decade-long hiatus. Rolled out across 70 stores nationwide ahead of Mother’s Day, this initiative not only delighted customers but also aligned with Pret’s strategy to strengthen its regional expansion. By offering customers a nostalgic treat paired with Cornish clotted cream and strawberry jam, Pret a Manger showcased its commitment to catering to diverse tastes while reducing food waste through innovative scone-making techniques.
Credit: The Grocer
☪️ Ramadan – A Significant Religious Occasion for British Muslims 🤲
Ramadan (10th March – 9th April) holds profound significance for Muslims around the world, including the vibrant Muslim community in Britain. It is the ninth month of the Islamic lunar calendar, during which Muslims observe fasting from dawn until sunset. Fasting during Ramadan is one of the Five Pillars of Islam and is obligatory for adult Muslims, with exceptions for those who are ill, pregnant, nursing, menstruating, traveling, or elderly.
In recent years, British supermarkets have recognised the importance of catering to the needs of Muslim shoppers during Ramadan and Eid, another significant Islamic festival. As the Muslim population in the UK continues to grow, supermarkets have expanded their offerings to include a diverse range of products tailored to Ramadan traditions and preferences. From dates to vermicelli noodles and Rubicon drinks, supermarkets have stocked up on items commonly consumed during the holy month.
Tesco and Morrisons, among other retailers, have made concerted efforts to make their stores more inclusive for Muslim shoppers. They now offer special Ramadan ranges, providing better value on essential ingredients and meal prep items. These efforts not only acknowledge the religious and cultural significance of Ramadan but also demonstrate a commitment to meeting the diverse dietary needs of their customers.
Discovering ways for your brand to leverage the latest food and beverage trends? Reach out to us at hello@hatch.group to explore the possibilities.
