Tesco, Campari, the UK’s most valuable brands: 5 things that mattered this week and why

From Just Eat, BrewDog and Ocado entering BrandZ’s ranking of the most valuable UK brands to Tesco’s big reveal of its new discount venture Jack’s, catch up on all the most important marketing news from the week gone by.

Just Eat

UK’s 75 most valuable brands revealed

BrewDog, Just Eat and Ocado have entered the ranking of the UK’s 75 most valuable brands, as online retailers, gambling sites and food and drink services begin to disrupt the status quo.

Kantar Millward Brown’s BrandZ report sheds light on the brands that have been bubbling under the surface, with the majority of new entrants having strong online propositions and innovation at their core.

It is also indicative of a society increasingly being driven by speed, ease and convenience – as well as entertainment – and while the top 50 brands have remained relatively stable this year, the results show that there is plenty of room for disruption.

Peter Walshe, Kantar Millward Brown’s BrandZ global strategy director, says brands with purpose have an advantage.

“If you’ve got a perception that is clear and sticks to your brand as opposed to other brands, you’re therefore different in a way that is understandable and meaningful to consumers,” he says.

Which is why brands like BrewDog are doing so well.

“We’ve always believed that it doesn’t matter one iota how you value your brand; it only matters how your customers or potential customers value it,” says Sarah Warman, BrewDog’s vice-president of brand strategy.

“We’re obsessed with two things; our beer and our people. Our commitment to both will always drive us to come up with new ideas and continue the craft beer revolution to bring great beer to more people across the planet.”

It will be interesting to see how mid-table brands fair over the next year and whether those on the fringes that are focusing on innovation and purpose climb up the ranking.

READ MORE: Just Eat, Ocado and BrewDog join the club as the UK’s 75 most valuable brands are revealed

Tesco is positioning Jack’s around Britishness and being the ‘cheapest in town’

Jack's discount store

This week saw Tesco’s big reveal of its new discount store Jack’s, which it is positioning with the focus very much on “Britishness” and being “the cheapest in town” as it looks to set the new venture apart from its German rivals.

It’s no secret both Aldi and Lidl have a very strong stance on supplying products which are also made in Britain, but Jack’s has gone even harder on the British-front.

Impossible-to-miss advertising in-store and on packaging will highlight that eight out of 10 products available in Jack’s are grown, reared or made in Britain, which it claims is a higher proportion than any other grocer.

Tesco’s chief executive Dave Lewis has also made very clear Jack’s is “very much part of the Tesco family” which is evident through it’s blue and red branding and its slogan.

Its use of heritage is also a nod to Tesco’s founder Jack Cohen, but whether consumers know who he is or care is not yet clear.

Its simple brand positioning, focus on Britishness and and cheap prices, however, will appeal to the UK’s time-poor and price conscious consumers, but whether it will be enough to steal back market share from Aldi and Lidl remains to be seen.

READ MORE: Tesco welcomes Jack to the family as it takes on Aldi and Lidl with its own discount brand 

TripAdvisor relaunches with bigger focus on personalisation

TripAdvisor might be the number one place for reviews but the site is now relaunching to function more like a social media site.

The new ‘travel hub’ gives users a profile and encourages them to post updates and share photos with friends and followers all in a bid to create a more inspirational and better connected site.

CEO and co-founder Stephen Kaufer says it was all inspired by his own holiday to Asia where he wished he could save recommendations and share them with friends and family in one place.

The new initiative has 500 publishers and a number of influencers on-board testing the beta platform but the site won’t be available globally until the end of this year.

It’s a savvy move from the website as it looks to engage with a younger generation. The site is clearly intended to be a more practical Instagram, however whether it will truly rival the picture-sharing platform remains to be seen and will most likely be down to its design and aesthetics.

READ MORE: TripAdvisor goes deeper into social with relaunch as a travel ‘hub’

Alcohol brands team up with social media platforms to fight irresponsible advertising

alcohol marketing

A group of 11 leading beer, wine and spirits producers have teamed up with Facebook, Snapchat, Twitter and YouTube to tackle problems surrounding targeted advertising.

The aim of the group, which includes AB InBev, Bacardi, Carlsberg Group, Diageo and Pernod Ricard, is to make it easier for both marketers and consumers to prevent minors and those who don’t want to see alcohol adverts from seeing them.

The International Alliance for Responsible Drinking (IARD), which is driving the initiative, has set out three major commitments: to ensure the most-up-to-date safeguards are put in place to prevent minors from seeing ads for alcohol; to explore changes that would further reduce the chances of underage people seeing such advertising; and find ways to provide people with greater control over whether they see alcohol ads via opt-out mechanisms.

The move is significant as it sees brands working with rivals, through workshops and meetings, to try to improve social media marketing. The fact leading players in the drinks market are all involved will hopefully encourage others in the industry will follow suit too.

READ MORE: Alcohol brands and social platforms join forces to prevent irresponsible advertising

Campari taps into its artistic heritage with first major marketing campaign

Campari

Campari is launching its first above-the-line campaign in the UK as it looks to to mirror the growth of sister-brand Aperol.

The bitter drink has a long history of working with the creative community and for its first major campaign it is looking to tap into this with an exhibition in London of its posters and a pop-up bar in Shoreditch. The bar, dubbed the Mostra, is the brand’s largest single activation and was created by abstract artist Mark McClure to make consumers feel what it is like to be inside a Campari.

The campaign ‘Ready for Bitter’ launches this month with the aim to make the Italian aperitif more top of mind encouraging people to try different Campari drinks. Williamson says that the brand wants to appeal to “the new generation of drinkers” after conducting research that revealed the young people are less familiar with the liquor.

The same team are responsible for Aperol’s growth and the brand is mimicking the same tactics in the hope that Campari will be as big a success.

READ MORE: Campari aims to emulate Aperol’s growth with first major marketing campaign

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