Creative Brand Purpose MullenLowe

Study up on these 5 back-to-school campaigns, from KFC to Crest & Oral-B


By Audrey Kemp, LA Reporter

August 25, 2023 | 5 min read

As summer draws to a close and back-to-school season beckons, brands work diligently on ads for students, teachers and families – and some deserve an A+.

crest and oral-b ad

A new campaign from Crest & Oral-B highlights the importance of oral hygiene at school / Credit: Procter & Gamble

From advocating for oral health and self-confidence to providing resources for underserved students and teachers, the back-to-school campaigns below are worth noting.

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Crest & Oral-B elevate oral care for underserved kids

On August 15, Procter & Gamble’s dental hygiene brands Crest and Oral-B launched a new addition to their #ClosingAmericasSmileGap campaign. The new creative, led by MSL and Saatchi & Saatchi, emphasizes that toothbrushes and toothpaste are not only crucial for dental hygiene but also for social acceptance at school.

The two brands also collaborated with Jesse Williams, an actor, director and activist, as well as teacher content creators to showcase their oral hygiene routines. This campaign follows a new study from the brands that revealed nearly 90% of US adults are unaware that tooth decay is the leading chronic disease among children.

KFC makes dinnertime funky with ‘Kentucky Fried Chicken Night’

As kids return to school and schedules get busier, KFC aims to make mealtime not only easier but groovier. The fast food chain on August 14 released a new song called ‘Kentucky Fried Chicken Night.’ Not only can the track be streamed across Spotify, Amazon Music, YouTube Music, Tidal and Pandora, but proprietors of Amazon Echo devices can also say, ‘Alexa, play Kentucky Fried Chicken Night’ to play it.

The campaign, led by creative agency MullenLowe, advertises the chain’s $20 Fill Up Box, which offers Kentucky Fried Chicken Nuggets, chicken on the bone, fries, biscuits and dipping sauces.

Cheez-It boosts back-to-school morale with Recess Therapy

Recess Therapy, a successful online channel known for its viral ‘Corn Kid’ episode, has partnered with Kellogg-owned cracker brand Cheez-It on a four-part social series on back-to-school confidence called ‘Puff’d Talks.’

The content promotes the snack brand’s Puff’d range and consists of inspiring videos featuring young minds who share their stories on topics such as ‘What it’s like to face your fears,’ ‘Adventures and the bravery it takes to be Puff’d up,’ ‘Self-love’ and ‘Growing up.’

MadeGood & Sheryl Lee Ralph ‘Share Some Good’ with underpaid teachers

According to The Department of Education, over 90% of America’s teachers spend their own money on school supplies and other items their students need to succeed. To help support teachers at the start of the school year, allergy-friendly snack brand MadeGood tapped Sheryl Lee Ralph, the Emmy Award-winning actor from ABC’s Abbott Elementary, to launch the MadeGood Share Some Good Fund. The initiative will reward 1,000 teachers across the US with $200 each.

Snipes helps create more equitable futures for American students

snipes campaign

A back-to-school initiative from sneaker and streetwear retailer Snipes aims to support students in communities suffering from pandemic-related educational disparities.

The initiative will be rolled out in three phases. Phase one will see the brand and its participating partners distributing over 10,000 Back-to-School kits with essential supplies across the United States. Phase two involves collaborating with community partners, donating backpacks, and hosting back-to-school events. Phase three focuses on sustained partnerships, including reading support in Philadelphia and an innovative program in Atlanta.

There are just a few weeks left to submit your entries for The Drum Awards for Creativity. Categories are open for craft, campaigns, companies and people.

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