June 4, 2020
Companies, individuals and organisations that continue to communicate and play an active role in society during times of crisis tend to be those that are looked upon most favourably when the crisis is over.
Evidence of this can be found in the studies of brands that have continued to communicate during recessions, but moreover it can be found in human behaviour - we remember those that help us out.
Broadly speaking, these responses fall into two camps.
We’ve started to see some examples of this in action already, and wanted to share some of those that have resonated with us.
Food Glorious Food
Whilst restaurants may have closed their doors to real life visitors, a number of kitchens across the country still remain open for business, delivering mouthwatering goodies straight to your sofa.
Deliveroo has seen record numbers of food deliveries, but have also delivered 500,000 free meals to NHS workers fighting the spread of coronavirus.
Communities have also really clubbed together, whether it’s providing free meals to NHS key workers on the front line in hospitals to keep them well-fuelled during their shifts, or buying vouchers for their fave local eateries to help their business in the long-run.
Drink It All Up
Drinks brands are no different - offering relief to those stuck at home who are missing their local pub and after-work tipples with frolleagues.
We worked with craft beer brewer Beavertown to provide those working from home with a well-deserved end of the week drink break, recreating that Friday at 4pm ‘cheers’ moment. Rather than cracking open a been on your own to celebrate the end of the week, Beavertown invited the public to re-create what usually happens at 4pm by bringing people together for a virtual cheers, with a big bunch of new virtual friends - and a Mariachi band for added entertainment!
BrewDog has also tapped into the new drinking trends, hosting a weekly virtual pub quiz to bring that Friday night pub feeling into your own home.
Drinks brands have also been doing their bit by swapping alcohol production in breweries to hand sanitiser production instead - from Kopparberg to BrewDog and Diageo.
Kopparberg and Sipsmith have also been supporting the on-trade and safeguarding their futures and their staff, with Kopparberg giving complimentary drinks to anyone who donates to support The Licensed Trade Charity through their GoFundMe site, and Sipsmith doing a similar activity to raise funds for The Drinks Trust.
Singalong From Your Sofa
The music industry has continued to offer respite for everyone isolating at home, with creative ways of bringing popular tunes and artists to fans, without having to leave the house.
Music fans have been lucky enough to have the likes of John Legend, Keith Urban and Chris Martin streaming live to their living rooms, whereas live music destination Piano Works hosted a live club night, for those who wanted to celebrate Friday night in style and Deflected Records announced a virtual music festival, giving us no excuse not to put on our dancing shoes.
Supporting the NHS - can we put this section in blue font to represent the NHS?
We’re all spreading the love in honour of the NHS, and showing real appreciation for everything they’re doing - the real heroes amongst us - with a number of brands leading the way.
One of the first brands to do this was Pret, who posted an open letter on their social channels to offer NHS workers free hot drinks and 50% of food.
Many others have followed suit, with Dominos offering free pizza and McDonalds giving away free drinks to NHS workers.
The NHS also did their own bit of clever marketing - rebranding to SHN, encouraging the general public to Stay Home Now.
This all culminated with Brits uniting to show their support for NHS workers all across the country, with a #clapforourcarers. At 8pm on Thursday 26th March, Brits joined together to open their windows and stand out on the streets to share one giant round of applause for the NHS and the people working tirelessly to support the Covid-19 outbreak. An emotional moment all round and here’s to the NHS - we’re forever grateful for all their hard work in this unprecedented time.
