Kraft Heinz brand A.1. and Buzzfeed teamed up for
limited-edition candles in three made-for-Father's-Day scents:
Original Meat, Backyard BBQ and Classic Burger. The $14.99 candles
are each nine ounces, hand-poured in the U.S. and are only being
sold through www.A1MeatScents.com. The effort, which includes a
media campaign with custom content across Buzzfeed properties, is
the latest attempt by an older brand (A.1. dates to the 1800s) to
push into what it hopes will be something buzzy for social
Put a lid on it
The Container Store, the chain that will intimidate even the
most organized of consumers, has appointed Preacher its agency of
record following a review that dates back to last November. New
work is expected to debut later this year, most likely in time for
that crucial back-to-school season. The Dallas-Fort Worth,
Texas-based brand handles its own media duties. Preacher will be
its first lead agency.
By the numbers
Some of the results are in for HP's diversity initiative, under
which the marketer has been mandating more diverse teams at its
agencies since the fall of 2016. The brand increased its GEM
score—the Association of National Advertiser's Gender
Equality Measurement—by five percentage points between
October 2016 and November 2017. HP also saw an increase in purchase
intent and an increase in revenue per impression, the company said,
though both are hard to separate from overall sales trends, which
have consistently been robust.
"It's not about representation of women or increased
representation of people of color, but now it's about moving into
inclusion territory to ensure all the progress we've made and the
agencies have made is maintained," says Antonio Lucio, global chief
marketing and communications officer at HP.
Would you buy this?