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Jubilee Marketing Round Up - Sainsbury's, Fairy Liquid, John Lewis, Marks & Spencer, Heathrow Airport, T-Mobile


By Jennifer Faull | Deputy Editor

June 4, 2012 | 5 min read

Ahead of the Diamond Jubilee companies have launched a number of national multimedia campaigns in order to create conversations and build excitement with consumers in the lead up to the celebrations. Here’s a round-up of campaigns out there;


Sainsbury’s has been planning a ‘Jubilee Family Festival’, which will take place in Hyde Park. The two day event will feature the Magic of Disney in Concert, BBC One's Strictly Come Dancing and The National Theatre's War Horse, amongst others. The supermarket chain has also linked the event to its Facebook page, asking the community to comment on what they are looking forward to the most.


Working with Heston Blumenthal and Mark Flanagan as official caterers to the celebrations, Waitrose has released one recipe from the exclusive menu to consumers, available in store or through its TV advert. Waitrose has also been sourcing picnic related goods for its ‘Best of British’ street party competition, which the public can enter via Facebook to win.


To help mark the Diamond Jubilee, Morrisons has launched a Jubilee Community Celebration competition for social housing residents to win £500 for a local community project. This has been supported by multimedia adverts which show recurring stars of Morrisons ads setting up for a street party, ultimately aiming to assert themselves as a brand with community values.


A series of TV adverts shows quintessentially British celebrities enjoying a garden party, depicting a familiar Jubilee scene. By launching a 20% off homeware and 30% off gardenware campaign in the week leading up to the celebrations M&S have further cemented there place in the market for al fresco celebrations.

John Lewis

John Lewis is using social media to strengthen its associations with the Jubilee, keeping
Facebook and Twitter followers up to date with the latest Royal related memorabilia in store. To build a rapport with its online Facebook community, John Lewis is teaming up with a professional cupcake-maker in anticipation of the tea parties, encouraging people to ask questions and receive a personal response.

Schwepps & Pimm’s

Despite being US owned, Schwepps is partnering with Pimm’s to celebrate the Diamond Jubilee and promote their British history. The campaign, created by TMW, features outdoor, an on-pack promotion, radio and digital activity, in the attempt to engage with customers to become the celebratory drink of choice.


A jubilee inspired advert from M&M sees recognisable American characters Red and Yellow involving themselves in the celebrations with backing from popular UK girl band Little Mix. The ad follows with the announcement that special red white and blue packs of the sweets are to be made available.

Fairy Liquid

From Fairy’s Facebook app, people can download their very own Jubilee Party pack. The pack has everything from bunting templates and party tips to recipes and instructions on creating a rocket from your basic fairy liquid bottle.

Heathrow Royal Runway

In an effort to encourage tourists through the arrivals desk, Heathrow has created a ‘Royal Runway.’ As well as the 540 square meter Union Flag, crowds can also expect live music, a red carpet at arrivals and flags being handed out.

Transport for London

Predicting the surge of tourists during the Jubilee weekend, Transport for London has released a limited edition Oyster Card featuring an image of the Queen and a street party. It follows the success of the Royal Wedding Oyster cards, which proved successful with both commuters and tourist alike.


Saatchi & Saatchi has employed the talents of Louis Spence, David Dickinson and Harry Hill in T-mobile’s latest ad which sees the three in a flurry of celebrations atop the Royal balcony, ending with a message for a pay monthly deal. The 90 second ad, with over 26,000 views on YouTube, has provoked differing responses.

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