In case you missed it, earlier this month, a Weetabix and Heinz Baked Beans scandal swept the nation with a mix of horror, disbelief and humour. Whilst Twitter couldn’t stomach the idea, social media managers across the UK took to the ‘Gram and suchlike to share their opinions on the… controversial recipe idea. We would explain, but it’s probably easier if you cast your eyes on the below tweet posted by Weetabix. Shocking.
Nandos, Specsavers, Tinder and Sainsbury’s give a flavour of the brands that weighed in and shared their thoughts on the questionable breakfast combination. The debacle even received a nod from the House of Commons. Hear, hear!
But Why Such a Social Media Splash?
In an age where impressions mean everything, the already iconic tweet got people talking with over 134,000 retweets and 106,000 likes, if we’re talking numbers. While we may not be rushing to aisle nine to buy that iconic turquoise tin, Weetabix and Heinz Beans both successfully heightened their brand awareness and put their products in the forefront of our minds. With considerably less effort, brands who simply interacted with the post also got to share the spotlight. A witty comment can pack a punch, and a few extra followers.
There’s a proven track record for this style of posting. Take Aldi Supermarkets UK, for example, with its triumphant birthday celebration post last year. Hosting their own huge Twitter party, and mocking themselves through a series of #NoOneCares tweets, Aldi did end up having some very important brands attend (VIBs). Take a look at their e-invite and rejection tweets below.
With the acceleration of meme culture and current lack of social interaction – in person at least – light-hearted and relatable content can successfully bring together consumers and brands. It’s true that when facing global uncertainty, many of us are drawn to influencers and brands who are authentic and avoid hard selling their services and products 24/7.
A Quick Win
From TikTok dances to “Chanel!”, the African Grey Parrot, social media crazes provide an opportunity for brands to get savvy, showcase their personality and prove they’re as relevant as ever – jumping in the quick-fire of a trending topic to kick start a conversation.
Tomorrow’s success stories will come from those brands best able to cook up the recipe for success: trending topic + personality + brand messaging = relevance. Winner, winner, Baked Beans dinner.