While it\u2019s been a year of epic fails when it comes to PR handling during the COVID crisis (we\u2019ll touch on these!), it\u2019s also been one where brands needed to be truly creative in their approach to reach consumers in the right way.<\/p>\n
We\u2019ve picked out the most epic PR fails and holy grails we\u2019ve seen during 2020 and here we celebrate the five best and worst we\u2019ve seen:<\/p>\n
5 epic PR fails \u2013 campaigns that bombed in 2020<\/h2>\n
Before we get to the best of the best PR campaigns of 2020 (promise!), we felt we needed to give a few special mentions to some of the biggest PR fails we\u2019ve witnessed in 2020.<\/p>\n
1. The Government \u2013 a ministry of mayhem<\/strong><\/h3>\nFirst, big shout out to the government for its handling of the COVID crisis, which the New Statesman says has been viewed \u201cas a cautionary tale<\/a>\u201d by nations across the world.<\/p>\n![\"Matt](\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/matt-hancock_crying.jpeg\")
<\/p>\n
\u00a0<\/p>\n
During the first lockdown, the mantra \u201cStay at Home. Protect the NHS. Save Lives\u201d resonated brilliantly. But then came a raft of mixed messages, empty slogans, r-rates, regional chaos, Cummings and\u00a0Barnard Castle-gate<\/a>\u2026 the list goes on. News of a vaccine was a welcome plus point in a hail of PR fails during 2020.<\/p>\n2. Burger King\u2019s \u201cVeganuary\u201d<\/strong><\/h3>\nThere was also backlash to a range of other epic PR fails in 2020, including an honourable mention for Burger King, which launched a new vegan burger in a blaze of glory for \u2018Veganuary\u2019 2020. It was later found to come with mayonnaise (which, as we know, contains egg) and was cooked on the same grills used for its meat-based burgers. It ended up not being suitable for vegans\u2026 or even vegetarians, and required a warning on its ads. As a result, this was one\u00a0PR campaign<\/a>\u00a0that went up in flames.<\/p>\nNote:<\/strong> Although, they did sort of make up for that fail (in PR terms), by launching the Burger Queen campaign in 2020 as a brilliant follow up to their Stevenage FC campaign in 2019.\u00a0<\/em><\/p>\n3. Oh Polly \u2013 more like Oh Dear!<\/strong><\/h3>\nFast fashion brand Oh Polly did an amazing job of ostracising many UK nurses and care workers after launching a competition to celebrate NHS workers\u2019 commitment during the first COVID lockdown. Unfortunately, one of the Oh Polly team told the Glasgow-based winner Lara Harper \u2018thanks, but no thanks\u2019<\/a>\u00a0as she couldn\u2019t make the brand\u2019s virtual party\u2026 because she was a nurse working a 12-hour shift that day. The\u00a0social media storm<\/a>\u00a0against the brand was damaging to say the least.<\/p>\n4. Boeing hit new lows<\/strong><\/h3>\nCommercial jetliner manufacturer,\u00a0Boeing<\/a>\u00a0cried \u2018mayday\u2019 several times during 2020. In days, the aerospace company found itself battling against tragic air disasters, workers being reassigned, embarrassing emails mocking its regulator and joking about safety, and complaints around its ex-CEO\u2019s pay. The result? It posted its first annual loss since 1997, proving once again how important reputation is to the bottom line.<\/p>\n5. Trump \u2013 the ultimate bad loser<\/strong><\/h3>\n![\"Donald](\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/Screenshot-2020-12-14-at-15.49.02-300x189-1.png\")
<\/p>\n
And the last honorary mention in this section goes to pretty much any of Donald Trump\u2019s tweets about the Presidential Election results in most states, many of which carry a warning from Twitter about their accuracy. He lost to Joe Biden. Although he doesn\u2019t think he did and he\u2019s still harping on it about it\u2026<\/p>\n
The Holy Grails \u2013 5 PR campaigns we loved in 2020<\/h2>\n
As our world tipped upside down in 2020, we saw businesses pivot, strategies halt and budgets reviewed, but that also bought out the very best in some brands.<\/p>\n
We saw so many of them harness the power of their best creative minds to develop new ideas, fresh approaches and wild and wonderful campaigns that inspired consumers when inspiration was truly lacking for so many.<\/p>\n
We\u2019ve listed some of the ones that stood out most to us, but we\u2019re always happy to chat through other campaigns that have \u2013 unlike the other five examples above \u2013 captured hearts, minds and attention for all the\u00a0right<\/em>\u00a0reasons.<\/p>\n1. Spotify \u2018Wrapped 2020\u2019<\/strong><\/h3>\nSpotify owned Christmas with their \u2018Wrapped 2020\u2019\u00a0campaign this year. The campaign gave Spotify listeners and creators a personalised opportunity to celebrate and reflect on their year through a lens of audio and culture on the platform.<\/p>\n
![\"Your](\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/spotify.png\")
<\/p>\n
The campaign helped millions of us look back on the year through the music and podcasts that helped us all through, and the volume of shares in social was incredible.<\/p>\n
As campaigns go, it didn\u2019t miss a\u00a0beat<\/a>.<\/p>\n2. Tesco Gets Rid of the \u2018Naughty List\u2019<\/strong><\/h3>\nTesco owned one of Santa\u2019s (and let\u2019s admit, every parents\u2019) prized possessions this year\u2026Father Christmas\u2019s \u2018Naughty List\u2019.<\/p>\n
Without a doubt, one of our top five campaigns this year, Tesco poked fun \u2013 in the right way \u2013 at the tough year we\u2019ve all had and gave everyone a year off of the\u00a0naughty list<\/a>\u00a0(phew!).<\/p>\nTesco\u2019s TV ads played to the Britney classic \u201cOops, I Did It Again\u201d, and the character monologues and confessions were light-hearted, playful and brilliant. It spread a bit of joy, when we needed it most and for that, they get on this year\u2019s \u2018PR wins\u2019 list.<\/p>\n
3. \u2018Moments of Joy\u2019<\/strong><\/h3>\nTalking of joy, we helped Appreciate Group launch their \u2018Moments of Joy<\/a>\u2019 campaign in December, which celebrated all the positives of 2020.<\/p>\nOne hundred-year-old war veteran Captain Sir Tom Moore\u2019s extraordinary fund-raising effort topped this year\u2019s list, capturing 39 per cent of the nation\u2019s hearts.<\/p>\n
![\"Appreciate](\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/moment-of-joy-768x432-1.jpeg\")
<\/p>\n
Second was Donald Trump\u2019s defeat to Joe Biden in the race for the US Presidency, with news of a coronavirus vaccine in October ranking third. Manchester United ace Marcus Rashford\u2019s campaign for the Government to reverse its decision to end free school meals was the nation\u2019s fourth most joyful event (he was also named \u2018Communicator of the Year<\/a>\u2019 by PR Week), with the day pubs re-opened after the first lockdown ranking fifth.<\/p>\n4. Aldi\u2019s 30th<\/sup>\u00a0Birthday Party<\/strong><\/h3>\nAldi love to push the boundaries when it comes to a bit of tongue in cheek banter with their competition, and they nailed it once more in 2020 with the brand\u2019s 30th<\/sup>\u00a0birthday party campaign\u00a0#Aldi30thBirthday<\/a>.<\/p>\n\nWriting a card. To ourselves.#Aldi30thBirthday<\/a> #NoOneCares<\/a> pic.twitter.com\/pnu3YqOq4t<\/a><\/p>\n— Aldi Stores UK (@AldiUK) October 6, 2020<\/a><\/p><\/blockquote>\n
<\/p>\n
\u00a0<\/p>\n
During the first lockdown, the mantra \u201cStay at Home. Protect the NHS. Save Lives\u201d resonated brilliantly. But then came a raft of mixed messages, empty slogans, r-rates, regional chaos, Cummings and\u00a0Barnard Castle-gate<\/a>\u2026 the list goes on. News of a vaccine was a welcome plus point in a hail of PR fails during 2020.<\/p>\n There was also backlash to a range of other epic PR fails in 2020, including an honourable mention for Burger King, which launched a new vegan burger in a blaze of glory for \u2018Veganuary\u2019 2020. It was later found to come with mayonnaise (which, as we know, contains egg) and was cooked on the same grills used for its meat-based burgers. It ended up not being suitable for vegans\u2026 or even vegetarians, and required a warning on its ads. As a result, this was one\u00a0PR campaign<\/a>\u00a0that went up in flames.<\/p>\n Note:<\/strong> Although, they did sort of make up for that fail (in PR terms), by launching the Burger Queen campaign in 2020 as a brilliant follow up to their Stevenage FC campaign in 2019.\u00a0<\/em><\/p>\n Fast fashion brand Oh Polly did an amazing job of ostracising many UK nurses and care workers after launching a competition to celebrate NHS workers\u2019 commitment during the first COVID lockdown. Unfortunately, one of the Oh Polly team told the Glasgow-based winner Lara Harper \u2018thanks, but no thanks\u2019<\/a>\u00a0as she couldn\u2019t make the brand\u2019s virtual party\u2026 because she was a nurse working a 12-hour shift that day. The\u00a0social media storm<\/a>\u00a0against the brand was damaging to say the least.<\/p>\n Commercial jetliner manufacturer,\u00a0Boeing<\/a>\u00a0cried \u2018mayday\u2019 several times during 2020. In days, the aerospace company found itself battling against tragic air disasters, workers being reassigned, embarrassing emails mocking its regulator and joking about safety, and complaints around its ex-CEO\u2019s pay. The result? It posted its first annual loss since 1997, proving once again how important reputation is to the bottom line.<\/p>\n And the last honorary mention in this section goes to pretty much any of Donald Trump\u2019s tweets about the Presidential Election results in most states, many of which carry a warning from Twitter about their accuracy. He lost to Joe Biden. Although he doesn\u2019t think he did and he\u2019s still harping on it about it\u2026<\/p>\n As our world tipped upside down in 2020, we saw businesses pivot, strategies halt and budgets reviewed, but that also bought out the very best in some brands.<\/p>\n We saw so many of them harness the power of their best creative minds to develop new ideas, fresh approaches and wild and wonderful campaigns that inspired consumers when inspiration was truly lacking for so many.<\/p>\n We\u2019ve listed some of the ones that stood out most to us, but we\u2019re always happy to chat through other campaigns that have \u2013 unlike the other five examples above \u2013 captured hearts, minds and attention for all the\u00a0right<\/em>\u00a0reasons.<\/p>\n Spotify owned Christmas with their \u2018Wrapped 2020\u2019\u00a0campaign this year. The campaign gave Spotify listeners and creators a personalised opportunity to celebrate and reflect on their year through a lens of audio and culture on the platform.<\/p>\n The campaign helped millions of us look back on the year through the music and podcasts that helped us all through, and the volume of shares in social was incredible.<\/p>\n As campaigns go, it didn\u2019t miss a\u00a0beat<\/a>.<\/p>\n Tesco owned one of Santa\u2019s (and let\u2019s admit, every parents\u2019) prized possessions this year\u2026Father Christmas\u2019s \u2018Naughty List\u2019.<\/p>\n Without a doubt, one of our top five campaigns this year, Tesco poked fun \u2013 in the right way \u2013 at the tough year we\u2019ve all had and gave everyone a year off of the\u00a0naughty list<\/a>\u00a0(phew!).<\/p>\n Tesco\u2019s TV ads played to the Britney classic \u201cOops, I Did It Again\u201d, and the character monologues and confessions were light-hearted, playful and brilliant. It spread a bit of joy, when we needed it most and for that, they get on this year\u2019s \u2018PR wins\u2019 list.<\/p>\n Talking of joy, we helped Appreciate Group launch their \u2018Moments of Joy<\/a>\u2019 campaign in December, which celebrated all the positives of 2020.<\/p>\n One hundred-year-old war veteran Captain Sir Tom Moore\u2019s extraordinary fund-raising effort topped this year\u2019s list, capturing 39 per cent of the nation\u2019s hearts.<\/p>\n Second was Donald Trump\u2019s defeat to Joe Biden in the race for the US Presidency, with news of a coronavirus vaccine in October ranking third. Manchester United ace Marcus Rashford\u2019s campaign for the Government to reverse its decision to end free school meals was the nation\u2019s fourth most joyful event (he was also named \u2018Communicator of the Year<\/a>\u2019 by PR Week), with the day pubs re-opened after the first lockdown ranking fifth.<\/p>\n Aldi love to push the boundaries when it comes to a bit of tongue in cheek banter with their competition, and they nailed it once more in 2020 with the brand\u2019s 30th<\/sup>\u00a0birthday party campaign\u00a0#Aldi30thBirthday<\/a>.<\/p>\n Writing a card. To ourselves.#Aldi30thBirthday<\/a> #NoOneCares<\/a> pic.twitter.com\/pnu3YqOq4t<\/a><\/p>\n — Aldi Stores UK (@AldiUK) October 6, 2020<\/a><\/p><\/blockquote>\n2. Burger King\u2019s \u201cVeganuary\u201d<\/strong><\/h3>\n
3. Oh Polly \u2013 more like Oh Dear!<\/strong><\/h3>\n
4. Boeing hit new lows<\/strong><\/h3>\n
5. Trump \u2013 the ultimate bad loser<\/strong><\/h3>\n
<\/p>\nThe Holy Grails \u2013 5 PR campaigns we loved in 2020<\/h2>\n
1. Spotify \u2018Wrapped 2020\u2019<\/strong><\/h3>\n
<\/p>\n2. Tesco Gets Rid of the \u2018Naughty List\u2019<\/strong><\/h3>\n
3. \u2018Moments of Joy\u2019<\/strong><\/h3>\n
<\/p>\n4. Aldi\u2019s 30th<\/sup>\u00a0Birthday Party<\/strong><\/h3>\n
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