Magazine article Marketing

This Week

Magazine article Marketing

This Week

Article excerpt

Marketing's comprehensive digest of the most significant industry news from the past seven days.

- BK and Waitrose join burger row

Burger King and Waitrose have become the latest brands to become embroiled in the horsemeat scandal.

Both companies use suppliers involved in the investigation into bargain burgers and said they had withdrawn some products as a 'precaution'.

In an apparent move to capitalise on the woes of its fast-food rival, at the end of last week, McDonald's re-ran one of its 'A-Z' ads in the Metro, The Sun, Daily Mirror and Daily Star, which states its burgers are '100% beef'.

Created by Leo Burnett, the ad reads: 'B is for the 100% British & Irish beef in our burgers.' McDonald's claimed the ad was part of an ongoing campaign.

- Sainsbury's free fish

Sainsbury's is attempting to change consumer attitudes to sustainable fish by offering shoppers a free alternative when they try to buy the most popular seafood. In total, the supermarket will give away seven tonnes of sustainable fish products, including lemon sole, mussels, Cornish sardines and coley fillets as an alternative to cod, haddock, tuna, salmon and prawns.

The 'Switch The Fish' initiative launched last Friday (25 January). It will be promoted via social-media platforms using the #switchthefish tag, and with a series of infographics about the UK's consumption of fish on Sainsbury's Facebook page.

As part of the initiative, Sainsbury's is also partnering the Fishermen's Mission charity, which supports fishermen and their families at times of crisis.

- Sony fined for hack

Sony Computer Entertainment has been fined pounds 250,000 for a hack on its PlayStation Network that compromised the personal data of millions of its users.

The Information Commissioner's Office (ICO) ruled that Sony breached the Data Protection Act as a result of the hack in April 2011, by not putting sufficient safeguards in place to protect PlayStation Network users. However, the decision is being disputed by Sony, which plans to mount an appeal.

The company said it 'strongly disagreed' with the ICO's findings, objecting on the grounds that the ICO admitted that the hack was a determined criminal attack, that there was 'no evidence that encrypted payment card details were accessed', and that 'personal data is unlikely to have been used for fraudulent purposes'.

- Benetton uses transsexual model

United Colors of Benetton is aligning the social issues it features in brand advertising with its product campaigns for the first time, through activity starring a transsexual and another model who is disabled.

The product campaign, which launched in Paris last week, features disabled German model Mario Galla and Lea T, a transsexual from Brazil The company has consistently attracted attention for the use of taboo subjects in its brand advertising.

The campaign for Benetton's spring/summer collection features nine 'ambassadors' who the brand claims are trendsetters. T-shirts bearing images from the campaign will be made available on the clothing retailer's website.

- Disney hires The X Factor star

Disney will run a TV ad featuring The X Factor contestant and victim of cyber bullying, Ella Henderson, as part of a 'safer internet' campaign.

The activity is part of a European project in which Disney has teamed up with Childnet and the Child Exploitation and Online Protection Centre (CEOP) to teach families about online safety.

The campaign, which will launch on 5 February, takes the theme 'connect with respect'. Additional activity will feature Disney characters Phineas and Ferb explaining the 'rules of the road when it comes to online safety'.

Laura Batten, senior manager for Disney Interactive, said 16-year-old Henderson was chosen by the company for the project as she 'resonates with the audience because she is a young girl and has had some stick online about her weight'. …

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