The United Kingdom has never seen it before and we’ll likely never see it again in our lifetimes: The Queen is marking her 70th year on the throne with Platinum Jubilee celebrations, with Britons given a four-day weekend at the start of June to join in the festivities.
By the time this blog post is published, millions up and down the British Isles will have taken part in street parties, watched the Trooping of the Colour, and hopefully enjoyed some beautiful summer weather!
We’ve seen UK news brands become key places for brands to take part in the national conversation as readers invest themselves in the mood of the country. Last year’s European football championships are a perfect example of just that, with advertisers using genius tactical campaigns that contributed to the national anticipation and pride we felt as England’s team reached the final.
The Jubilee is a very different occasion from last year’s football frenzy, but it’s nonetheless on people’s minds. From pride in the monarch to relishing the opportunity for a special summer shindig with friends and family, the moment gives brands the chance to recognise the Queen’s service and harness the party atmosphere sweeping the nation.
Here are some of the best creative featured in news brands best encapsulating the excitement and anticipation of the Platinum Jubilee.
Fortnum & Mason
If you were looking for any advertiser to use the Jubilee to great branding aplomb, it surely had to be the quintessentially British luxury grocer and department store. Fortnum’s two campaigns take two different approaches: a minimalist one evoking our duty to have a right royal knees-up and a maximalist one heartily embracing every British regal symbol. Both capture the mood perfectly.
The Jubilee not only celebrates the Queen’s record-breaking reign but also thanks her and all those who improve their communities for their service. The supermarket launches this appreciation campaign inspired by the Jubilee, offering £700 in vouchers to 70 everyday heroes nominated for the good they do for others.
Occasions such as the Jubilee always offer quick-thinking advertisers golden opportunities to communicate their brand through the national conversation. The AA, a major car breakdown assistance provider, congratulates the monarch for her Jubilee milestone with a witty use of their name and a tempting offer for motorists looking to make the switch.
A demonstration in how a flexible brief can produce a consistent brand voice for any need or occasion, the bank’s “It’s a people thing” campaign has been used to celebrate the best things in life, from best friends to the Sunday Times’ Best Place to Live. In this ad for the Jubilee, all the fun and excitement of the long weekend is encapsulated in a joyful picture and a simple strapline.
National Churches Trust
Much of what the Queen’s service entails in the community is her patronage of more than 600 charities and good causes, supporting everything from animals and the armed forces to literature and faith. This ad from the National Churches Trust uses news brands to speak directly to Her Majesty, thanking her for her support throughout her reign to keep churches at the heart of communities.
With all of the formal festivities and fairy-tale pageantries, it’s not a proper party without the bubbly (or no-secco) flowing in full force. Sainsbury’s makes sure everyone can raise a glass to the Queen, family, and friends in style with great deals on fizz. Cheers, ma’am!