The Sauce - 17/08/23

This is for you marketers.

For the professional on the run (because you're busy, not a fugitive), 'The Sauce' newsletter is your weekly dollop of marketing news. Yes, we're going to serve you some AWESOMESAUCE. 🥵

The Sauce showcases the finest industry scandals, the juiciest campaigns and the most exciting jaw-dropping goss (as spicy as marketing related news can deliver anyway). ❤️💫

Here are this week's shoutouts: 

Marketing failures caused Wilko's downfall

For British millenials (and older), Wilko's was a staple retailer. It had everything you could possibly need and more. But is anyone surprised of it's sudden demise? Analysts emphasise that its downfall serves as a cautionary tale for businesses, underscoring the potential repercussions of neglecting essential investments in branding, marketing, and customer engagement. And unfortunately, we couldn't agree more. The Wilko's of today was largely identical to the business it was 20 years ago. Stagnation screws success. Investing in your brand and marketing should be a non-negotiable.

Uber anything, anytime

Uber Eats have launched a great set of ads highlighting that they can and will deliver absolutely anything. Yes, anything. Cooking a date night meal for your bae but you're out of dried oregano? Having a heavy night on the sauce with friends and you've slurped the last dregs of vino? Or maybe you've neglected that pile of washing for too long and you're down to your last set of undies? Don't worry, when you're in a pinch, Uber have got you (also, put some washing on you dirty so and so). We love their simple set of ads which awesomely showcase their versatility for those moments when you think 'oh sh!t'.

Birds Eye invests in marketing

Nomad Foods, owner of Birds Eye, plans a 70% increase in advertising to boost market share growth in H2 2023. Despite a 1% market share drop, CEO Stefan Descheemaeker is enthusiastic, stating he's "very excited" about the initiative. The campaign, featuring The Captain character, will emphasise quality and affordability. The company aims to close price gaps with private labels and introduce new products. The increased investment is expected to be 4% of sales by year-end, up from 3% in 2022. It's always great to see brands investing in their marketing.

Easyjet's dad club

The airline have launched what might be the most wince-inducing ad we've ever seen. Fronted by Omid Djalili the spot looks to sell a club for dads that allows mums and kids to have a great time without their embarrassing old man scuppering their plans. The club allows dads to practice air guitar, take part in fashion shows and master frisbee. It's fun, we'll give Easyjet a thumbs up for that but it's also a satirical cringe-fest. And while we love a bit of humour in marketing, we're not quite sure what to think of this particular attempt. It seems more silly than humorous. 

Same time next week? Be on the lookout for our next serving.