Dry Jan never tasted so good

The inevitable flurry of dry January stunts have landed this week, we could have done a whole Stunt Watch just on that alone, with brands jumping on the trend that keeps rising in popularity. The one that stood out the most was Walkers crisps, a very unexpected snack partner of #DryJanurary using the opportunity to push its Baked range by advertising its crisps as “0.0% alcohol”.

To bring the idea to life, Walkers enlisted the help of famous on screen publican and cockney ‘geezer’ Danny Dyer, as he works behind the bar, serving up crisps in a pint glass to customers who are ‘going dry’ this January.

What I loved the most about it– beside Danny Dyer – was the collective understanding that Dry Jan has shifted from a trend to a lifestyle choice. And, we’re starting to see that if done well, marketeers can capitalise on the moment. Walkers have done it with humour to create a memorable campaign with some great imagery that stands out on a page.

The ultra-processed human

Gousto has used the January health kick to bring the topic of Ultra Processed Foods (UPF) to the fore. It launched the Ultra Processed Plates report to raise awareness about the long-term impacts of UPF on our health. After releasing the shocking report, Gousto also introduced us to Michael, an AI image representing the potential health consequences of excessive UPF consumption over 30 years. I always love these visual representations that really caricature the effects it could have, one that stands out to me is a campaign about having a phone neck back in the day.

The shocking headline stat is that nearly 60% of the average UK diet consists of UPFs and outlines Gousto's commitment by adding healthier options to its selection.

Selling Sun-derland

Rightmove has launched a campaign that shows it knows its selling territories better than anyone, by creating a reimagined version of the beloved Netflix property show Selling Sunset, but this time it has traded in the glamorous Beverly Hills for the charm of North East England, most notably, Sunderland.

Complete with Sunderland’s home-grown star, Charlotte Crosby, it shines a light on the local charm, taking viewers on a whirlwind tour to discover the hidden heart of the North East and showcasing the properties listed in the area.

It’s refreshing to see a campaign that’s set outside of London and brought to life with the right level of humour and wit. It has made me almost want to move up to Sunderland.

Boardroom to backstroke

David Lloyds is capitalising on the new year new me trend, despite being the most searched for gym membership term in the UK last week it worked to create a unique fashion item that’s built for the back to office rush. With people increasingly blending work from anywhere with wellness, David Lloyd revealed the ultimate hack – introducing the Swim Suit collection by David Lloyd Clubs. ​

A reimagining of the traditional suit, that’s completely waterproof, described as unique hydrophobic, allowing wearing to dive straight into the pool, seamlessly moving from the boardroom into backstroke. All curated to help members fit more wellness into their working days.

It really brings the new approach to fitness and how it’s becoming an important part of the working day with many fitting it around their work schedules. We want to optimise our time as much as possible and time getting changed into your swimmers is wasted time. Funny, eye-catching pics that tell the story straight away.