How brands are tackling their reopening marketing strategy
In a bid to devise the best reopening strategies post-lockdown, brands are using behavioural insight to help them strike the right tone amid the collective trauma of Covid-19.
After a period of nationwide lockdown brands are slowly starting to reopen. For those classed as essential retail, the past two months have provided an opportunity to refine their approach to social distancing and address growing customer demand.
For others, time has been taken to devise phased reopening strategies designed to offer a taste of excitement, while still recognising the climate of fear and need for reassurance driven by the Covid-19 pandemic.
Speed was of the essence for Burger King, which by 22 May had reopened 136 restaurants for delivery, drive-through and takeaway, and has plans to reach 300 by the end of June. The fast food chain was keen to get the message out that it was moving forward with a reopening strategy with customer wellbeing at its heart.
PR and social media were the go-to channels to communicate the phased opening, explains Burger UK CMO Katie Evans, the planning of which started weeks ago.