Next, TikTok, Ikea: Everything that matters this morning

Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.

Next boss calls for drop in business rates

The CEO of high street retailer Next is calling on the government to cut business rates by 35% to help businesses struggling during the pandemic.

Lord Simon Wolfson describes the current rates as “unfair” and believes that a large number of bricks-and-mortar stores will soon be forced to close.

With Next in-store sales falling dramatically over the past year, Wolfson pointed out that business rates have continued to rise. “They have become unfair, because they no longer reflect the value property against which they’re charged,” he told the BBC.

Wolfson believes that the government would be able to offset cuts in business rates by raising those on warehouse and online fulfilment centres.

“Rents on shops have been coming down, rents on warehouses have been going up and the rates don’t fairly reflect the value of warehouse property either,” Wolfson explained.

“I think the government can fund some of this by increasing rates on warehousing by around 50%.”

TikTok partners with UFC in exclusive content deal

TikTok and Ultimate Fighting Challenge (UFC) have entered a multi-year global partnership, as the video-sharing social network looks to increase its sports coverage.

The partnership includes exclusive livestream UFC martial arts content, featuring pre-and post-event access, behind-the-scenes footage and engagement with UFC athletes.

UFC is the third-most followed sports league on TikTok, with more than 6.3 million followers and athletes like Megan Anderson enjoying huge followings and engagement with their training and lifestyle videos.

“This partnership with TikTok is a tremendous addition to UFC’s content distribution ecosystem,” says UFC senior vice president of international and content, David Shaw.

“We want to be everywhere our fans are consuming content and TikTok continues to break new ground in reaching a diverse, global audience.”

Ikea disassembly instructions to extend furniture’s lifecycle

Swedish retail brand Ikea has introduced a series of “disassembly instructions” for some of its most popular products as it looks to help customers extend the life of their homeware and furniture.

Available to view and download online, the guides have been created for six of Ikea’s biggest sellers: the Billy bookcase, Brimnes bed, Lycksele sofa bed, Malm desk, Pax wardrobe and Poäng Chair.

With Ikea working towards becoming a fully circular and climate positive business by 2030, the move is part of the brand’s promotion of circular consumption and sustainable living.

“In the past three years we have put a great deal of effort into understanding and defining what a truly circular value chain means for Ikea, and as such, we want to take circular consumption mainstream and make it easier than ever for customers to acquire, care for and pass on products such as by repairing, reusing, reselling, and recycling them,” explains country sustainability manager at UK and Ireland, Hege Sæbjørnsen.

“Alongside other initiatives like Buy Back, we hope the reverse manuals inspire people to re-think their consumption habits by extending the life cycle of our products and, together taking small steps, to help reverse against climate change at this critical time.”

McDonald’s seeks gender parity within 10 years

Fast-food chain McDonald’s is aiming to have an equal number of men and women in leadership roles by 2030.

The move follows criticism that the brand has failed to address issues around diversity among its staff, including accusations of racial discrimination and sexual harassment at its restaurants.

McDonald’s also wants to increase minority representation among its senior ranks in the US, from 29% to 35% over the next four years.

The introduction of a diversity, equity and inclusion initiative last summer was seen as a direct response to the controversial charges.

McDonald’s CEO Chris Kempczinski says that the brand is serious about the commitment: “We recognise these issues weigh heavily on our people and have heard – loud and clear – that diversity, equity and inclusion are priorities for our entire team, from our crews to our senior leaders.”

Belvoir Farm unveils rebrand

Soft drinks company Belvoir Farm enlisted the help of the B&B Studio agency for a redesign and what it describes as a “strategic repositioning”, as it seeks attract a younger audience.

B&B’s strategy was inspired by the philosophy and approach of the working farm where Belvoir is based. The revamped design introduces a sense of wild nature, with an emphasis on the British countryside.

A refreshed graphic identity and packaging has a contemporary feel, while illustrations are a little more raw, hoping to add that oft-desired ring of authenticity.

“The re-brand brings our packaging and communications up-to-date with modern consumers while also taking things back to our roots – the rural wild, where we’re truly at home,” says Belvoir Farm owner, Pev Manners.

“B&B has captured that love of nature and we’re incredibly proud to see it all come to life.”

Thursday, 18 February

Facebook blocks news content for Australian users

In a move that may have implications for further markets, Facebook has responded to a proposed law in Australia – which would make tech giants pay news outlets for content they disseminate – by blocking Australian users from seeing or sharing news content via its app.

In addition, content from Australian publications is blocked on Facebook outside Australia.

“The proposed law fundamentally misunderstands the relationship between our platform and publishers who use it to share news content,” says Facebook. “It has left us facing a stark choice: attempt to comply with a law that ignores the realities of this relationship, or stop allowing news content on our services in Australia. With a heavy heart, we are choosing the latter.”

The BBC reports that Google has taken a different stance, and signed payment deals with three major Australian news outlets.

Car dealers told to brace for post-lockdown demand

UK consumers are firmly committed to their cars, and dealers should brace themselves for a spike in demand for new and used models when lockdown ends, according to new research from BuyaCar.co.uk.

The figures reflect a reluctance to share spaces on public transport, says the brand.

The majority (86.4%) of respondents plan to stick to using their own vehicle after lockdown, while 4.4% say they won’t. BuyaCar.co.uk says it experienced a 70% increase in registered customers and a 45% increase in orders when the first UK lockdown ended in June last year.

“Last year we saw the release of a massive pent-up demand at the end of the first lockdown but our latest research suggests that demand will be even higher this year,” says BuyaCar.co.uk editor Christofer Lloyd. “This is because many people are now explicitly stating that they would prefer to use their cars when restrictions are eased, rather than other modes of travel, as the simplest way to ensure effective social distancing.”

DMA launches student membership package

The Data & Marketing Association (DMA) has launched a new student membership package to help those entering the industry.

The DMA says the impact of Covid-19 and Brexit will be felt by businesses for many years, hampering the career prospects of the next generation of talent. Student membership will offer access to online learning platforms and networking opportunities.

“The bright young minds of tomorrow will play a vital role in helping businesses get back on track after such challenging times. Our Student Membership will help emerging talent to transition from education to employment by equipping them with the mind and skillsets to thrive in the creative industries,” says DMA Talent general manager Kate Burnett.

“Student Members will be offered limitless opportunities to network and build on knowledge gained during studies or workplace apprenticeships, improving their future employment prospects. It really demonstrates to employers a commitment to professional development.”

Nestlé ad compares plastic longevity to human timescale

Nestlé’s chocolate drinking powder brand Nescau, a market leader in Brazil, is featuring a plastic drinking straw in its latest ad campaign, as it seeks to inspire customers to protect the world’s oceans.

The campaign, called Teodoro, shows a character evolving from childhood to his 20s – mirrored by the journey of an unchanging plastic straw over the same period. The commercial is part of the Joga Junto Movement, which encourages people to think about their own responsibilities in protecting oceans.

The message is designed to reinforce Nestlé’s commitment to the environment, and to reducing its use of plastics. The Nescau brand replaced all of its plastic straws with paper alternatives at the beginning of this year.

Accor launches hybrid hotel business meeting platform

International hotel group Accor has launched All Connect, a new hybrid meeting platform that is supported by Microsoft Teams.

The concept will allow its guests to adapt to new ways of meeting that it expects to be an enduring legacy of the Covid-19 pandemic. Accor describes the system as providing an enriched experience, and says all of its hotel meeting rooms will comply with its new standards by 2022.

All Connect will eventually allow participants to combine physical in-hotel meetings with virtual interactions across multiple locations. It will focus primarily on smaller meetings of between eight and 50 people. Users will benefit from dedicated Accor teams, a digital booking platform and besoke meeting programmes.

Research by Accor shows that 50% of physical meetings planned by its customers in the future will switch to virtual formats, with 70% expecting hybrid meetings to be an important service.

Accor group chief commercial officer for sales, marketing, distribution and loyalty at Accor, Patrick Mendes, says, “The Covid-19 pandemic has caused business traveller and meeting planners to review the way they work. Virtual and hybrid formats have become an essential part of daily business life.”

Wednesday, 17 February

Adidas divests Reebok in a bid to realise ‘growth potential’

Adidas is set to divest the Reebok brand it acquired for $3.8bn (£2.7bn) in 2006, as the German sportswear giant looks to realise its own “growth potential”.

Following a review as part of planning for its five-year strategy, the company intends to focus its efforts on further strengthening the “leading position” of the Adidas brand in the global sporting goods market. This means that, from the first quarter of 2021 onwards, Adidas will report Reebok as “discontinued operations” in its accounts.

“The long-term growth opportunities in our industry are highly attractive, particularly for iconic sports brands,” says Adidas CEO, Kasper Rorsted. “After careful consideration, we have come to the conclusion that Reebok and Adidas will be able to significantly better realise their growth potential independently of each other. We will work diligently in the coming months to ensure a successful future for the Reebok brand and the team behind it.”

Adidas acquired Reebok in 2006 in a bid to take on US rival Nike, although the brand is widely considered to have been underperforming for years. Net sales at Reebok fell 7% in the third quarter of 2020 to €403m (£351m), a recovery following the 44% decline in sales during the preceding quarter.

However, Adidas claims that following the successful implementation of a turnaround plan in 2016, Reebok has been able to “significantly improve” its growth and profitability prospects, laying the foundation to “unleash its full potential” in the global sports market.

McDonald’s accused of racial discrimination

McDonald’s is being sued for racial discrimination by a franchisee who alleges the fast food giant repeatedly hampered his business and denied black owners opportunities afforded to white franchisees.

Herb Washington, who was once the black franchisee operating the most McDonald’s outlets in the US, claims the business has a track record of steering black operators to take on outlets in “distressed, predominantly black” areas. In a lawsuit last year, more than 50 former franchisees accused McDonald’s of steering them towards outlets in less desirable neighbourhoods.

Washington, who still operates 14 of the chain’s outlets, alleges McDonald’s blocked him from buying stores from a white franchisee and denied him financial assistance comparable to that offered to white operators. He says the company pushed him to sell certain stores in exchange for contract extensions on others.

Calling on the chain to end its “two-tiered system”, Washington also claims the discrimination worsened when Steve Easterbrook took over as chief executive in 2015. A former marketer, Easterbook was fired in 2019 for violating company policy by dating a subordinate member of staff.

While McDonald’s says it is reviewing the complaint, the company claims the issues have arisen from “years of mismanagement” by Washington, whose outlets it says have failed to meet many of its standards on “people, operations, guest satisfaction and reinvestment”.

“His restaurants have a public record of these issues, including past health and sanitation concerns, and some of the highest volumes of customer complaints in the country,” McDonald’s adds.

In response, Washington claims McDonald’s would not have allowed him to be a franchisee for 40 years if he was consistently “bringing down the brand”.

Marriott CEO Arne Sorensen dies following cancer battle

Marriott CEO Arne Sorensen has died aged 62 following a battle with pancreatic cancer.

The third CEO in Marriott’s history and the first outside the founding family, Sorensen took on the top role in 2012 and by 2016 had turned Marriott into the world’s largest hotel chain following the $13bn (£9.3bn) acquisition of Starwood Hotels & Resorts. Under his watch, Marriott’s presence worldwide expanded across a range of brands, including W Hotels, Ritz-Carlton, Courtyard and Sheraton.

Sorenson was persuaded to join the hotel group in 1996 by Bill Marriott, son of company founder J. Willard Marriott, after having represented the business during his time at law firm Latham & Watkins in Washington. He went on to serve as senior vice-president for business development, CFO and finally CEO.

Marriott credits Sorenson with setting the company on a “strong growth trajectory”, adding that he was renowned for his “leadership on difficult national and global issues” and for helping the business make “significant progress on diversity, equity and inclusion, environmental sustainability and human trafficking awareness”.

As recently as January, Sorensen published an open letter condemning the “destructive events” that took place during the storming of the US Capitol and led the company to pause donations to the 147 US Republican senators who opposed the certification of Joe Biden’s presidential win.

“Arne was an exceptional executive – but more than that – he was an exceptional human being,” says executive chairman J.W. Marriott Jr. “Arne loved every aspect of this business and relished time spent touring our hotels and meeting associates around the world. He had an uncanny ability to anticipate where the hospitality industry was headed and position Marriott for growth.”

Diagnosed with pancreatic cancer in May 2019, Sorensen stepped back from full-time management in early February. Group president of consumer operations, technology and emerging businesses, Stephanie Linnartz, and Tony Capuano, group president of global development, design and operations services were appointed to share responsibility for overseeing day-to-day operations. They will continue in this capacity until a new CEO is appointed in the next two weeks.

Esports sponsorship revenue to hit $824m by 2025

Sponsorship revenue driven by Esports is set to hit $824m (£592m) by 2025, while the Chinese market could be responsible for one third of all global sponsorship growth over the next decade.

Research, conducted by Nielsen Sports, finds Esports emerged as an increasingly important sponsorship vehicle in 2020 as sporting organisations looked to virtual competitions to fill the void left by cancelled live events. Some 16% of people surveyed by Nielsen Esports Fan Insights say they have increased their consumption of Esports events.

The report also identifies the substantial growth of sports sponsorship in China, suggesting that Chinese brands will be responsible for one third of all growth in the global sponsorship market over the next 10 years.

In addition, Nielsen Sports expects to see more athletes, such as Lewis Hamilton and Marcus Rashford, using their platforms to engage with social issues and influence decision making.

The report shows ‘advocacy posts’ drive 63% more engagement for brands and last year 95% of top-tier athletes (those with over 5 million followers on social media) generated $324m (£233m) worth of QI media value (a sponsorship measurement that takes into account the quality and weight of exposure, audience size and cost per thousand). This figure is expected to reach $1.2bn (£862m) by 2023.

The research also suggests brands are favouring “socially conscious” rights holders. As a result, over the next three to five years rights holders with an authentic sustainability agenda can expect to see up to an 11% increase in their sponsorship revenues.

Furthermore, as live and virtual sporting experiences have merged as a result of the pandemic, 53% of fans say they are more likely to consider brands that enhance the way live sports can be viewed at home. The rights holders planning for a hybrid world of merged live and virtual experiences look set to thrive.

“Because the needs and behaviours of sport and entertainment fans drive the value of sponsorship, measuring those behaviours across channels, platforms and experiences consistently and accurately must be the main focus of sport stakeholders,” says head of consulting, Europe and Middle East at Nielsen Sports, Samantha Lamberti.

“Moreover, with increasing attention to sponsorship’s ‘value for money’ and its efficient integration into a brand’s marketing mix, metrics like sales impact will become more prominent and widely utilised in sponsorship measurement frameworks.”

General Mills pilots push to feed children during half-term

Global food group General Mills is piloting a new campaign offering free slow cookers and food boxes to families during the February half-term holiday.

The parent company behind Nature Valley, Häagen-Dazs and Old El Paso, General Mills has partnered with Michelin-starred chef Tom Kerridge and the Greggs Foundation on the ‘One Pot Wonders’ rollout, which will provide nutritious meals to 24 families from two pilot schools – Tidemill Academy in Deptford, London and Morecombe Bay Community Primary School, Lancashire.

Kerridge has developed a series of six healthy and easy-to-make recipes to accompany the slow cookers and help families at the pilot schools prepare tasty meals. The recipe book also includes staples such as bean chilli and stews. By providing free slow cookers, ingredients and recipe cards, the campaign hopes to build the foundations of nutritious, affordable home cooking.

The campaign is inspired by General Mills’s involvement in Marcus Rashford’s Child Food Poverty Task Force and acts as an extension of the food group’s partnership with the Greggs Foundation’s Breakfast Club programme, which provides nutritious breakfasts to schoolchildren across the country.

“Supporting an end to child food poverty by helping families cook healthy and nutritious meals is a natural move for us a global food company,” says vice-president managing director of Northern Europe at General Mills, Ben Pearman.

“We are thrilled that Marcus Rashford is supporting ‘One Pot Wonders’ and delighted that Tom Kerridge has provided healthy and hearty recipes for the families involved.”

Tuesday, 16 February

Amazon faces ‘uphill struggle’ to stem fake reviews

Amazon Marketplace is facing an “uphill struggle” to keep on top of fake reviews, as an investigation finds “hundreds of thousands” of misleading reviews are being used to manipulate consumers.

The investigation by Which? finds fake reviews are being bought in bulk for as little as £5 each by dedicated businesses, which are also offering advice on how to avoid detection from Amazon.

Some sites claimed they could also get sellers the Amazon’s Choice endorsement within two weeks.

Product reviewers are being offered small payments alongside free or discounted products in order to leave fake reviews. Five of the 10 businesses Which? looked at have more than 702,000 members on their books showing the scale of the operations.

All of the 10 sites investigated by Which? were “found easily” on the first page of a Google search for terms like ‘make money from reviews’ or ‘get free products’. Some of these were sponsored, meaning these companies are also paying to appear at the top of Google’s search results.

Natalie Hitchins, head of home products and services at Which?, says: “Amazon is facing an uphill struggle against a relentless and widespread fake reviews industry geared towards misleading consumers.

“The regulator must crack down on bad actors and hold sites to account if they fail to keep their users safe. If it is unable to do so, the government must urgently strengthen online consumer protections.

“Amazon, and other online platforms, must do more to proactively prevent fake reviews infiltrating their sites so that consumers can trust the integrity of their reviews.”

Amazon Marketplace sold an estimated £215bn of products worldwide last year making it the biggest online marketplace globally.

Oatly launches campaign to fight proposed restrictions for plant-based dairy

Oatly is launching its first European-wide campaign asking consumers ‘Are You Stupid?’ in response to the fact European Parliament is looking to introduce heavier restrictions for communication around plant-based dairy products.

It has been claimed that current packaging and marketing for milk alternatives is ‘misleading’, with groups including the European Dairy Association lobbying for greater distinction between dairy and non-dairy products. If the amendment (AM 171) is passed, it could become illegal for plant-based products to reference dairy in any way.

Oatly’s latest campaign pokes fun at critics by asking the public to confirm they know the difference between plant-based and dairy products.

Oatly’s head of planning, Tobias Nordström, says: “It’s one thing for us at Oatly to know the impact AM 171 can potentially have on people trying to choose plant-based foods, but we wanted to speak directly to the people who will be affected by this – ordinary people – to understand whether AM 171 is actually in their best interest.”

The UK roll-out of the campaign spans owned, paid digital, social influencers and PR. It has also created an Are You Stupid? test to see if consumers can tell the difference between basic food and drink products.

Oatly launched its first TV campaign last month as it looks to get those unconvinced by milk alternatives to think about more non-dairy options. At the time, the brand’s creative and strategic director, Michael Lee, talked about how Oatly looks to spark friction with its “provocative” marketing strategy and why it pays to be “consistently inconsistent”.

Wetherspoons calls for pubs to reopen alongside non-essential shops

Wetherspoons’ chairman Tim Martins has urged the government to allow pubs to reopen at the same time as non-essential shops as the industry is “on its knees”.

He has asked the Prime Minister for a clear timeline for pubs across the UK to reopen, warning that “economic mayhem” will follow if they are not allowed to do so soon.

Wetherspoons sank to its first loss since 1984 in October as a result of the pandemic. It dropped to a pre-tax loss of £34.1m for the 52 weeks to 26 July, down from a profit of £102.5m the previous year.

“Surely it is possible for the hospitality industry to reopen at the same time as non-essential shops now that a vaccine exists, on the basis of the social distancing and hygiene regulations, which were agreed with the health authorities after full consultation, for the 4 July reopening last year,” says Martin.

“Unless the industry does reopen on that basis, economic mayhem will inevitably follow.”

Berocca launches ‘actionable’ radio ad on Alexa

Vitamin brand Berocca is launching an ‘actionable audio ad’, which allows consumers listening to it on Global radio stations via an Amazon Alexa to interact directly with the ad to buy the product.

The ad asks consumers to ‘open Berocca Boost’, by verbally requesting more information about the product or purchasing directly through the voice demand.

Ads can also be targeted using the connected device, while contextual data such as the time, day and weather can be used to increase relevance.

Berocca, which is owned by Bayer Consumer Health, is the first FMCG brand to use the technology. The brand worked with A Million Ads, MediaCom, MullenLowe London, SSP3 and Say It Now to deliver the campaign.

Bayer Consumer Health marketing director, Vicky Keenan, says: “We are always looking for new ways to capture our consumers’ imagination and engage with our brands. With ecommerce proliferating and voice commerce a rapidly emerging channel, we looked to audio as increasingly effective, especially when everyone is spending so much time at home.”

Pip & Nut launches first TV ad

Nut butter brand Pip & Nut is launching its first TV campaign as its looks to drive awareness.

‘Pipirazzi’ centres on the fact people love taking photos of their food, something the brand says has only increased during the pandemic.

The tongue-in-cheek ad shows a girl desperately trying to get the perfect angle on her peanut butter on toast. It follows the brand’s 2019 out of home campaign which saw squirrels bring to life the social posts of “obsessed” Pip & Nut fans.

The campaign has been created by agency Who Wot Why and will air on Channel 4. It will be supported by Pip & Nut’s in-house team across social media.

Pip & Nut’s founder, Pip Murray, says: “I started the brand in 2015 based on my sheer obsession with peanut butter, so it feels only right that our first ad should capture this spirit. It feels more important than ever to create and enjoy food you love.’’

Monday, 15 February

EE campaign celebrates network reliability

The latest EE campaign is spearheaded by a 30-second slot featuring the return of the hapless Doug, who can only look on in envy as Kevin Bacon extols the virtues of his phone and the “UK’s most reliable network”.

The campaign kicks off with a nationwide TV ad beginning today, during Channel 4’s Test match cricket coverage, and was developed by Saatchi & Saatchi London. It will run across television, video on demand and social.

The network was recently named as the country’s best in overall performance across data, call and text, network reliability and speed by independent mobile performance measurement agency RootsMetrics.

“It has never been more important to have a network you can rely on, whether that’s to keep in touch with friends, family and colleagues nationwide, or simply knowing you have connection to search, stream, video conference or download without hesitation or delay,” says marketing communications director at BT and EE, Pete Jeavons.

Age divide in marketing training revealed

Research from the Chartered Institute of Marketing (CIM) has found a significant age divide among UK marketing professionals when it comes to upskilling, with one third not having received any training over the past two years.

The lack of training and upskilling increases dramatically with age. The report, ‘Digital Vision, living on the cutting edge’, finds 44% of 45- to 54-year-olds, 62% of 55- to 64-year-olds and 74% of those over 65 had received no training, compared with just 7% of those aged 16 to 24.

The low levels of training among older marketers is happening at a time when 71% of marketers acknowledge that young people are ahead of their older counterparts when it comes to digital marketing skills.

Nearly half of professionals (44%) say that marketers who don’t have formal training could pose a risk to their organisations.

“The marketing sector has been through a huge transition in the past few years; adapting to new rules on data protection; evolving to incorporate an array of new digital channels; and responding to changing social attitudes,” says CIM CEO Chris Daly.

“It is worrying that so many of our peers, especially senior level marketers, have undertaken no training to help them adapt to these changes. Keeping up to date in this fast-paced industry should be a priority, especially when accessing learning and development is easier than it’s ever been.”

Marketing Week took a closer look at marketing jobs to see how the market is developing and what this means for marketers across all levels of seniority.

Giffgaff promotes national need for a ‘proper chat’

Mobile network Giffgaff is on a mission to create Britain’s least lonely hour, with 6pm to 7pm this Thursday (18 February) targeted as the 60-minute slot in question.

With 77% of phone calls lasting less than 5 minutes, according to Ofcom, the brand’s ‘Have a Proper Chat’ campaign aims to encourage people across the UK to pick up the phone and speak to someone in need of a chat during the hour.

In support of the campaign, Giffgaff will provide its members with free calls and text messages to any network and UK number between 6pm and 7pm this Thursday.

Global will amplify the campaign, presented by television presenter AJ Odudu, across its commercial radio brands, Capital, Capital Xtra, Heart, Radio X, Smooth and Classic FM.

Have a Proper Chat is part of the ‘Giffgaff give back’ year-long partnership with Global. Running throughout 2021, ‘Giffgaff gives back’ showcases various projects for people to contribute to, each tackling issues that technology can help to resolve from e-waste and isolation to the need for greater digital inclusion.

“Giffgaff is built on a community and that means we support, help and learn from one another,” says the brand’s CEO Ash Schofield. “Understanding the growing issue of isolation and loneliness felt by so many, we want to encourage people to Have a Proper Chat.

Green & Black’s ad presents untamed nature in all its glory

Green & Black’s ‘Wildly. Deliciously. Organic.’ minute-long slot focuses on nature’s raw, rugged and imperfect side to showcase the chocolate brand’s organic credentials.

Created by VCCP, the ad is part of a campaign that will cover out of home, social, digital, video on demand and television.

“We are very excited to show what the brand stands for with our new campaign, taking Green & Black’s back to nature,” says Green & Black marketing activation director David Clements.

“It’s capturing the idea of flavour in a completely new way, with a feast for the eyes and an assault on the senses.”

Intersport slot underlines support for local sports communities

Intersport’s ‘You Never Sport Alone’ ad focuses on the retailer’s running and training categories, looking to keep consumers motivated and connected.

With at-home training equipment continuing to see double-digit growth under lockdown, the slot is a celebration of the role of local communities within sport and a commitment from the Swiss brand to support them.

The ad is part of the ongoing ‘Heart of Sport’ campaign, which focuses on the shift to online and home workouts over the past year, highlighting how communities have needed to adjust, using digital platforms like Strava, Instagram and WhatsApp.

“Local sporting communities play a crucial role by providing invaluable support and motivation,” says Intersport CEO Steve Evers. “This campaign is a celebration of what these communities can achieve together, and the role Intersport plays in making sure they have the product, advice and enthusiasm they need.”