Luke Boase’s Post

When McDonald's Needed a Hero, They Called Justin Timberlake. 🎙️ In the early 2000s, McDonald's faced its first-ever quarterly loss and desperately needed a turnaround. Enter the "I'm lovin' it" campaign—a bold strategy to revive the brand. In 2003, McDonald's collaborated with Heye & Partner to create a slogan that would resonate globally. They didn't stop there. They brought in Justin Timberlake, who recorded a catchy anthem produced by the Neptunes. The investment? A cool $6 million. The result? Pure marketing magic. Timberlake's song and the slogan generated an instant buzz, drawing in a younger crowd and revitalizing the brand's image. This campaign didn't just boost sales—it embedded itself into pop culture. Fast forward to today, and "I'm lovin' it" remains one of the most recognizable slogans in advertising history. It's a brilliant example of how innovative marketing and a bit of star power can turn the tide. #Marketing #Advertising #McDonalds #Storytelling

DID BRANDS AND MARKETERS LOSE AN OPPORTUNITY TO BUILD BRAND SALIENCE AND CONSUMER ENGAGEMENT ON APRIL FOOLS' DAY? In 1996, on April Fools' Day, Taco Bell played this prank. They released a full-page ad in leading dailies claiming they had purchased the Liberty Bell, one of the historic and iconic treasures of the US, to reduce the Nation's Debt! Taco Bell also issued a press release that compared this purchase to corporations adopting highways. It also encouraged other companies to do their bit to reduce the country's debt! This ad created an enormous outpouring of response in America, raising concern and shock! People called Taco Bell headquarters, National Park Service, Philadelphia, to ask if the Liberty Bell had been sold! By Noon, Taco Bell issued another press release stating that it was a hoax and the "Best Joke of the Day," and they committed $50,000 to the upkeep of the Liberty Bell. Thought it was a brilliant way to reinforce Taco Bell's brand image and create authentic customer engagement within the community! Any brand campaigns that you came across on April Fools' Day that caught your attention and imagination? The real question is, are brands, CMOs, or companies willing to take a risk and play at the edge? Also, customers get actively involved and engage with brands only when they play at this edge rather than pure, boring marketing messages that keep saying buy me. Agree? #supercmopodcast #marketing, #brands #digital #digitalmarketing #campaigns #CMO #PR #integratedmarketing #ideas #brandengagement Storyboard18

It feels like destiny that Curtis and I partnered to create Flavor. BCorp. Here’s why: 1) We’ve known each other since we were 17, sharing big dreams from the start. 2) We met behind the Delicatessen at Safeway on the Isle Of Wight—not fancy, but it was the beginning of something great. 3) Deepened our friendship through our love of festivals and live events 4) Both worked in Experiential Marketing at a variety of Agencies across the UK. 5) Practised made up Dragons' Den pitches when we were living in a flat above a church in Shadwell 6) After countless challenges, Flavor has thrived for 5 years, and we’re just getting started. …from sampling cheese in a supermarket at 17, through to running the fastest growing sampling agency in the country… it’s been a hell of a journey! (I admire solo founders, but having Curtis Cooper as a partner has made this journey so much better.) Founders, how did you meet your better-business-half?

Brands we deal in

When Huw Davies and I launched North Star we had ONE goal… Level the playing field for challenger brands to increase their chances of success in retail. After over a decade at Pepsico, we were clear on the winning moves it takes to succeed, but moving into the start-up sphere, the barriers became immediately evident... 👉 The prohibitive price of sales and shopper data  👉 Gatekeeping the secrets to succeeding in retail buyer meetings 👉 The lack of support in turning data into action The launch of our first product, Polaris - powered by Circana, gives challenger brands affordable access to category and market data, and paired with our team’s expertise, gives challenger brands the insight they need to feel confident going into pitches, and make better strategic choices. Later this week, we’re announcing the launch of our second partnership. A UK-first, that will change the game for challenger brands, setting them up for success. I can’t wait to share it with you. Keep your eyes peeled! 

The power of consistency in marketing is undeniable, and McDonald's "I'm lovin' it" campaign exemplifies this perfectly. Running for over two decades since its launch in 2003, the campaign became a cultural phenomenon by staying true to its core message globally. The catchy jingle and universal appeal made it a recognizable brand across diverse cultures and languages. What set this campaign apart was its multi-channel integration strategy, extending beyond TV ads to print, radio, in-store experiences, and celebrity endorsements. This seamless approach created a unified brand narrative, reinforcing the message at every touchpoint. Moreover, McDonald's ability to evolve with changing consumer trends while maintaining the essence of "I'm lovin' it" kept the campaign relevant. From collaborations with pop stars to localized initiatives, the brand stayed fresh and engaging. The success of the "I'm lovin' it" campaign underscores the impact of integrated marketing in shaping a strong brand identity. It stands as a valuable case study for marketers aiming to create enduring brand experiences. What are your thoughts on this iconic campaign and integrated marketing? Share your insights in the comments below! #integratedmarketing #marketingstrategy #mcdonalds #imlovinit #MKTG5519

Thank you Strategy Online for highlighting the 2025 BrandSpark Most Trusted Awards Winners. Brands like Walmart, Loblaw Companies Limited, and Desjardins are have earned consumer trust through transparency, reliability, and value. Check out the article below to learn more. #BrandSpark #StrategyOnline #BrandSparkMostTrustedAwards #ConsumerTrust #BrandLoyalty #MostTrustedAwards

Brands we deal in

One of the funniest things about milestones in the food and bev industry? 𝘗𝘢𝘳𝘵𝘪𝘤𝘶𝘭𝘢𝘳𝘭𝘺 if you're an incurable optimist... (which most founders have to be) You often end up celebrating as soon as you see 𝘢𝘯𝘺 glimmer of hope. In this case, I was celebrating 18 months before we reached the finish line of getting into Tesco stores. It's a talent... and a bit of a liability 😂 This message is the first message I sent to Lee Bannerman, over 18 months ago. I distinctly remember getting a response. It was a hit of serotonin. - we’ve got a shot here!!! A video call followed. I was just buzzing afterwards. I could already picture our beans shining on the shelves... The catch? He didn’t yet have a buyer looking at the canned pulse category - he was hiring for it. (as an optimist this 𝐇𝐀𝐒 to be the only reason why he wouldn't list us.... right?) Fast forward: calls, emails, sample-sending marathons, and finally, an intro to the fantastic Ashley W. Wainaina, who 𝐃𝐈𝐃 have a pulse (yes... pun intended). Was living and breathing in position. Here’s the tricky part: When a new buyer steps into their role, everyone in the category is 𝐫𝐚𝐜𝐢𝐧𝐠 to get some of their time. It actually must be incredibly suffocating for them - 𝘐 𝘩𝘰𝘱𝘦 𝘵𝘩𝘦𝘺 𝘩𝘢𝘷𝘦 𝘢𝘯 𝘪𝘯𝘣𝘰𝘹 𝘮𝘢𝘯𝘢𝘨𝘦𝘳 𝘭𝘪𝘬𝘦 𝘮𝘦 (FyxerAI, 𝘺𝘮𝘺 𝘭𝘪𝘧𝘦𝘴𝘢𝘷𝘦𝘳!!). In these scenarios - new brands can struggle to stand out. But we were lucky. Lucky to have people within Tesco who believed in championing innovative, sustainable, and healthy products. Lucky that Ash gave us her time and let this bean-obsessed team tell the Bold Bean Co story. And finally, after months of uncertainty, all of those lucky responses, mini-wins, and moments where we were "so sure" we had it in the bag - we recieved store list of 255 Tesco's that made it: OFFICIAL. We are celebrating big time (particularly at our Christmas party) but I suppose this is just a reflection that we have celebrated already, multiple times too! I think you have to to keep going in start ups. "Success is a journey, not a destination. The doing is often more important than the outcome."

This McDonald’s ad is something else!!! It’s not selling just food, it sells something better. It sells a REACTION.🌟 Let’s explain… Most people think they’re selling a product or service — but they’re not. What they’re really selling is the REACTION to that product or service. Does it make someone sit up in delight? Does it make them joyful? Thankful? Relaxed? “Whoever creates the best reactions wins” 🥇 Now 👀 at this McDonald’s ad, which ran in 2010. A dad wants breakfast, but can’t stop the car and wake his baby — VERY relatable for any parent. So the McD staff scramble and did everything to support him. 👏🏻👏🏻 The winning shot is at the end — the dad’s REACTION, a combo of satisfaction, relief, and gratitude. That’s better than any food. Ask yourself: What reaction are YOU selling? “As leaders we need to sell the same, finding the ways to create that same exact REACTION in your team members” Your team will never forget you as a great one!!! And that, is a great satisfaction, for sure!!!👍