Tesco joins Deliveroo, Subway puts its strangest orders on billboards and a sponsor gets booed at Lionel Messi’s farewell. On the November edition of The Singles, Bella Harrison and Ed Parkin from Tracksuit join Conor Byrne on That’s What I Call Marketing to look back at October’s marketing stories and ask what each brand was trying to change.
How do you tell whether a brand partnership makes sense? We use Tracksuit’s brand tracking data to look at what each partner brings, where customers already see a reason to choose them and what you’d want to measure after the campaign.
In this episode, we cover
– Tesco x Deliveroo. How Pablo London made a grocery delivery announcement worth watching, what Tesco gains from a bigger digital shelf and why trust matters to Deliveroo as it competes with Just Eat and Uber Eats.
– Just Eat’s new brand platform. Why change a familiar campaign when you lead on preference? We look at the move away from celebrity-led ads and the decision to keep the familiar sonic cue.
– Subway’s “Get Your Own Way”. How requests for more sweetcorn became outdoor ads, and why a brand with 80% awareness and 22% claimed usage is giving people a reason to order again.
– Yorkshire Tea x Tony’s Chocolonely. Why a cup of tea and a bar of chocolate make sense together, and what each brand stands to gain from the “Are You a Melt?” collaboration during National Chocolate Week.
– “What the Actual?” Why Sancor Seguros opening Lionel Messi’s farewell drone show with its own logo drew boos, and what the reaction to Martha Stewart’s Halloween costume raises for brands working with celebrities.
– How to track brand visibility in AI answers. What marketers can learn by comparing how often they appear in ChatGPT and Claude with changes in brand familiarity and consideration.
A useful listen for marketers interested in brand partnerships, creative strategy, sports sponsorship, marketing effectiveness and measuring brand visibility in AI search.
That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.
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Find more episodes at https://www.thatswhaticallmarketing.com
CHAPTERS
00:00 The Singles with Conor, Bella and Ed
00:54 Tesco x Deliveroo and what drives delivery app preference
07:07 Why Just Eat changed its brand platform
10:36 Subway’s “Get Your Own Way” campaign
14:13 Yorkshire Tea x Tony’s Chocolonely
19:56 What the Actual? Messi’s farewell and celebrity Halloween backlash
22:54 Tracking brand visibility in ChatGPT and Claude
THE SINGLES — IN PARTNERSHIP WITH TRACKSUIT
The Singles is our monthly look at the marketing stories that got us talking, using Tracksuit’s brand tracking data to see what’s going on behind the headlines. Thanks to Tracksuit for supporting the series and to Hawksmoor for hosting us in person.
Explore Tracksuit’s always-on, affordable brand tracking at https://www.gotracksuit.com
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