How have brands reacted to the coronavirus pandemic?

How have brands reacted to the coronavirus pandemic?

Over the past few weeks, the headlines have been dominated – rightly so – by the coronavirus pandemic.

People across the world are working from home, while shops, pubs and restaurants have closed their doors and businesses are learning to adapt to a completely different way of life.

Whilst some are feeling the pressure and having to reassess their situation, others are finding ways to adapt to this unprecedented situation and turning to their marketing teams to come up with an idea that will help them stand out.

Some of these have been simple initiatives to demonstrate how the businesses will help keyworkers out during the crisis, whilst others have considered ways to indicate best practices of social distancing, and some have just attempted to make us smile during some tough times!

As certain businesses have come out as heroes, others are being seen as ‘zeroes’, plummeting in the eyes of the public and potentially risking their reputation for after normality has resumed.

With the help of my colleagues at 3Search, we’ve been keeping track of those companies that have reacted both swiftly and responsibly towards the coronavirus situation, and those that have just seemed to respond just a little too late.

Check out the list below and let me know your thoughts in the comments below ????????

Good Response: Pret A Manger – NHS

Pret was not the only company to do this, but it certainly created a striking campaign that stood out to us. The sandwich and coffee chain received acclaim for giving NHS workers 50% off all food and a free hot drink when they provided ID – a fantastic initiative to those helping on the front line, treating people with the virus.

Other notable shoutouts for a similar scheme go to McDonald’s and Greggs!

Pret, which adopts a simple, yet effective, approach in its marketing, has sadly had to close its doors for the time being as a result of the current situation, but they get a 10/10 for this!

Poor Response: Wetherspoons – #BoycottWetherspoons

Budget boozer, Wetherspoons, was caught up in a Twitter storm after their owner allegedly told staff to ‘get a job in Tesco’ if they didn’t want to sit around and wait to be paid.

Spoons is a staple of British culture; with over 850 pubs, you’d be hard pushed to find a High Street without one.

However, founder Tim Martin has been in the press for all the wrong reasons amidst the pandemic, initially saying a closure was ‘over the top’ and then telling more than 40,000 workers that they can go and take another job if needed.

Now, I know they say any press is good press, but in this case… I have to disagree.

Despite the cheap pints, they get a 0/10 here.

Good Response: Leyton Orient – #UltimateQuaranTeam

After sports were halted to help the effort to stop the spread of coronavirus, Social Media Managers had to consider new ways to share their brand’s content.

A few started to do something a bit differently, challenging their rivals to virtual games such as Connect-4 and starting reactive Tweet chains.

Then, London-based League Two team Leyton Orient blew them out of the water and came up with the idea to host a FIFA 20 tournament.

Calling for other clubs to enter the knock-out competition, they initially asked for 63 to make the format work, but were inundated with requests of other professionals and e-sports reps, and ended up with more than 120 teams taking part.

With all of the attention it was receiving, the club also set up a JustGiving page to generate some charitable donations and have currently raised over ￡50,000 to be split between the English Football League, MIND (the EFL’s chosen charity) and the Coronavirus Solidarity Response Fundraiser by WHO.

It gets a 9/10 from us!

Good Response: Unsplash – social distancing

Every company worth its salt at the minute has been urging people to stay safe and stay apart - one who has come out with an incredibly minimal, yet very clever, campaign is Unsplash.

The stock picture site is a tool every marketer has in their box, and now the web developers have added a very clever effect to promote social distancing. When scrolling down in your search, you will see the images very subtly move a few more millimetres apart – a reflection of social distancing.

It’s so simple but so effective, and has done the rounds on all of the marketing buff’s social feeds (well, mine especially!) as well as featuring in group chats, getting the message to keep apart and stop the spread.

Round of applause for them – 8/10!

Notable mentions

McDonalds, Coca-Cola and Burger King – All three of these giant brands have done their bit and had some great campaigns to promote social distancing and self-isolation, with Maccies separating the famous golden arches we all know so well and Coca-Cola adding some more spacing between their world-famous typography.

Burger King went a bit more to the point. Known as 'Home of the Whopper' they simply struck out a lot of the slogan and changed the wording to get the “Stay Home” message across.

All of these used their global reach and fame to back a good cause.

This is just a selection of a whole range of campaigns that have done the rounds since the coronavirus pandemic has taken over our lives - what’s your favourite?

Do you have one you think we've overlooked?

Let me know in the comments below!