Pandemic Marketing: How Brands Are Applauding The Real Heroes
With the world on lockdown, attention is turning to how familiar brands are responding to the coronavirus crisis. The sentimental commercials. Ads promoting togetherness. Brands going the extra mile to help those in need.
And as purpose is put to a test, we’ve seen which companies have stepped up and which ones have missed the mark. As we adjust to find a “new normal,” brands have creatively recognized the people who have helped keep the world turning. Not just essential workers and those serving on the frontlines, but so many other groups — from preteen philanthropists to community heroes.
In this article, we’re discussing how brands have shown appreciation for some of the most crucial populations during the coronavirus pandemic.
Brawny rewards local heroes
Inspired by stories of normal people tackling challenges in their communities, the Brawny® brand launched the Brawny® Giants Initiative.
Over an eight-week period, the paper towel brand is asking consumers to nominate friends, family members, and neighbors that are doing extraordinary things — things like feeding homeless populations, building portable sinks for the underserved, and making care packages for the elderly.
Brawny will recognize and support some of these individuals, with a vision that these brave efforts will inspire others to overcome life’s challenges with strength and resilience.
Popeyes recruits out-of-work musicians
At a time when concerts are cancelled and entertainment venues are closed, musicians have been doing their part to use their talent for good. But unfortunately, Instagram live sessions and virtual concerts don’t pay the bills.
This sparked Popeye’s new #LoveThatJingle campaign, in which it will be recruiting out-of-work musicians to sing about chicken. The fried chicken chain is asking singers and songwriters to record a unique version of the Popeye’s jingle from the safety of their homes.
The winning musicians will not only be compensated for their work, but will gain some major exposure by being featured in a Popeye’s commercial.
PepsiCo honors essential workers
PepsiCo recognizes there’s a lot that comes with being a frontline worker at this time.
From working longer shifts at the hospital to serving local communities at the supermarket, frontline workers are playing a critical role to keep the world intact. In its campaign titled “Stronger Together,” PepsiCo’s South Division will spotlight frontline workers in some Southeastern states.
The initiative began on Nurses' Appreciation Day on May 6, when PepsiCo visited four hospitals and universities across the region. People can nominate frontline heroes in their lives, and PepsiCo will reward the winners with free meals, beverages, and a chance to win $1,000 in care packages. In addition, the brand will publicly share the stories of these local heroes to inspire others and show that their impact doesn’t go unnoticed.
Baskin-Robbins celebrates pint-sized heroes
The ice cream chain wanted to shine light on an important, less discussed population making an impact during the coronavirus pandemic: young people.
In its new "Pint-Sized Heroes" charitable program, Baskin-Robbins is recognizing young philanthropists who are helping those in need during COVID-19 and beyond. The Baskin-Robbins Joy in Childhood Foundation will make a $5,000 donation in each young hero's name to a charity of their choice. In true Baskin-Robbins fashion, each winner will also be treated to a year of free ice cream.
The first round of “Pint-Sized Heroes” included four elementary and middle school students contributing incredible acts of kindness to help their communities — from hosting virtual art shows to creating 3D-printed face shields. Baskin-Robbins hopes that sharing these stories of selfless charitable acts will encourage others to take action as well.
Hershey brings some sweetness to real super heroes
Hershey collaborated with DC Comics to create new Super Hero Milk Chocolate bars featuring classic superheroes including Wonder Woman, Superman, and Batman.
To initiate the launch, the Hershey Company will be sharing the bars with the real super heroes — those at the front line. The first round of bars will be donated to police stations, hospitals and firehouses throughout the country. Hershey believes these workers are living proof that superheroes are not fiction.
Dunkin’ has made continuous contributions to the front line
Dunkin’ has consistently provided relief to first responders since the pandemic’s beginnings, particularly in parts of the country that were impacted the hardest by COVID-19. Throughout the past few months, it has delivered hundreds of thousands of complimentary cups of coffee, donuts, Keurig® K-Cup pods, and Dunkin’ gift cards to more than 300 hospitals and emergency sites
Dunkin’ also celebrated #NationalNursesDay by rewarding healthcare workers a free medium coffee and a free donut on May 6. Additionally, in honor of Pay It Forward Day, the coffee chain announced a $200,000 grant to support healthcare workers experiencing trauma and stress.
Conclusion
As the world copes with the effects of COVID-19, brands have made significant strides to show their appreciation for populations of all types. This “content with heart” strategy is a great way for companies to share stories of resilience, courage, and bravery, positioning their messaging as supportive and selfless.