Top five quirky Jubilee brand tie-ups

There’s no shortage of brands jumping on the Queen’s Diamond Jubilee bandwagon. From Jubilee themed spaghetti to beer, at Marketing Week we’ve seen a host of brands looking to exploit the patriotic frenzy that is expected to envelope the nation come June.

We thought we’d get in on the action and do our own Jubilee-themed exercise. Rather than go for the usual list of best brand tie-ins we’ve gone for the quirky ones instead.

Marmite rebrands to Ma’mite in honour of the Queen


First up is an effort from FMCG giant Unilever for its Marmite brand. The spread is toasting the Queen’s Diamond Jubilee with a patriotic edition of the British breakfast staple. Known as Ma’mite the product has ditched its classic yellow top and label and replaced it with a red top and a union jack logo with the strapline “Toasting the Queen’s Diamond Jubilee” below a picture of a crown. Love it or hate it we couldn’t fail to be amused by this quirky turn from the divisive brand.

The Queen stars in a special episode of Peppa Pig

Peppa Pig

It’s not technically a marketing venture but given the collective awwwwws that swept through the Marketing Week offices when this press release arrived in our inbox we felt we had to include it. In a special episode called ‘Peppa meets the Queen’ the jovial piglet hooks up with her highness at Buckingham palace where the two don wellies and jump in puddles. It is thought the Queen watches the show when she visits her grandchildren and is believed to be aware of her appearance as the first human character in the show.

T-Mobile’s Diamond Jubilee spot

Louie Spence becomes the Queen for T-Mobile’s latest ads. A follow up to T-Mobile’s now famous Royal Wedding virals but Saatchi and Saatchi have delivered a hilarious turn with the Pineapple Studios dancer. Spence pays tribute to the Queen by dressing up like her in a TV spot for the telecoms firm. This features streakers, a jockey and a choir before unleashing former Bargain Hunt presenter David Dickinson.

Kingsmill becomes Queensmill


British bread brand Kingsmill became Queensmill in a royal rebrand earlier this week (21 May). The company believes the limited edition loaf will be must-have at Jubilee parties next month – who said us Brits don’t know how to throw a good party. Kingsmill is only running the promotion for two weeks. But, it would have been good to see the baker launch something longer and been a bit braver. It’s got a loyal consumer base so it could taken a bigger risk.

Old el Paso launches Diamond Jubilee campaign

Old El Paso

When you think Jubilee, you think British – the bunting is out, Union Jack’s abound and street parties are being planned – now where does the Mexican food brand Old El Paso fit in? The brand is the latest offender to get in on the action with a multi-channel marketing campaign. It aims to position the brand at the centre of the celebrations is an odd one particularly because of the name. All the other brands on the list have overt national ties that they can fall back on, whereas the Old El Paso brand is going to have work hard to get cut-through and make the link seem credible.

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