After a thrilling 2025 UEFA Women’s EUROS, the Lionesses’ have once again done the nation proud and cemented their place in the history books, becoming only the second nation ever, to win the competition back to back.

Following the nail biting campaign, fans across the country have been filled with a great sense of pride, and a host of brands have jumped on the bandwagon to show their recognition for one of the greatest sporting achievements.

Here we've compiled some of the best brand reactions from the Women's Euro 2025 victory, across everything from social, content, brand partnerships and limited edition products that definitely found the back of the net.

Nike

 

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A post shared by VERSUS (@versus)

Nike rarely miss the mark when it comes to football campaigns and this is another example of them nestling one into the top corner. The industry giants once again showed competitors how it’s done by branding up the Lionesses’ private jet to read ‘IIOME’, alluding to the retention of the championship and the fact that football is well and truly home once again. To ensure visibility was maximised and reiterate the magnitude of retaining this prestigious title, they also released a short but sweet piece of social content, displaying the message spray painted onto a wall which generated over 128k Instagram likes.

Cadbury

 

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A post shared by Cadbury UK (@cadburyuk)

Cadbury proved that keeping it simple and not always playing that Hollywood pass is sometimes the way to go. Playing on the theme of their thought provoking limited edition Dairy Milk packaging designs that celebrate daily acts of generosity, they introduced a new one ahead of Sunday’s final that went down a treat on social media. The latest design gives a steer on how to enjoy a bar throughout a match, suggesting saving the bulk for extra time and penalties, a time that calls for stress eating! This post had strong engagement figures and caused a discussion amongst fans regarding who they plan watching the final with, proving to be a routine win for the confectionary brand.

LADbible & Tesco

LADbible partnered with supermarket chain Tesco to produce an impressive piece of content ahead of the highly anticipated final, making the collaboration worthy of a player of the match performance. They tapped into the female audience by imitating the stereotype of a passionate mum that has too much to say about the match and combined supermarket items with football terminology to produce a humorous speech in true gaffer style.

Royal Mail

 

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A post shared by Royal Mail 📮 (@royalmailofficial)

Royal Mail are another brand that lived up to their reputation of always delivering. Football coming home is all the nation has ever dreamt of and Royal Mail drummed home this message, reinforcing to fans that football is back where it belongs (again). Reactions to the post speak for themselves as thousands took to social media to show their support with likes and inspiring comments.

Budweiser

Ending on a high, Budweiser enter the fray with a 90 minute screamer. The Official Beer of the England Team honoured the Lionesses’ historic achievement with an eye catching limited edition ‘Home Again’ can that has fans across the country desperate to have one in their grasp. This can is an extension of their ‘Home’ can that they introduced back in 2022 after England beat Germany to clinch their first EUROS title but since the first one went down so well, it would’ve been rude not to bring it back in celebration of two on the bounce.

These reactions are proof that sporting tournaments present a great opportunity for brands to have some fun and enhance visibility to a global audience, while tapping into an extremely passionate demographic. From simpler social reactions like Cadbury’s and Royal Mail to strategically thought out masterpieces like Nike and Budweiser, this establishes the true power the sport industry possesses and indicates that brands who do not join in on the celebrations are missing a trick to connect with consumers.

To chat about how your brand can get involved in relevant cultural and sporting occasions, get in touch with hello@hatch.group

The post Football’s Home (Again): Top 5 Brand Reactions To Lioness Triumph appeared first on Hatch - PR, Social, Content & Activation Agency.

Sports fans are a diverse and evolving audience. The rise of women’s sport in recent years has not only increased visibility for female athletes and role models, but also brought attention to a distinct and growing segment of sports fans. Understanding the differences between men’s and women’s sports fans is crucial for brands seeking to maximise the impact of their sponsorships. 

With the Women’s EUROs 2025 and the Women’s Rugby World Cup 2025 on the horizon, a massive summer of women’s sport means brands have a unique opportunity to engage with a broad audience while championing inclusivity and gender equity. Win win. 

How Men’s and Women’s Sports Fans Differ

Aside from the obvious demographic differences, it’s fan motivations and engagement habits that need to be considered most by brands. 

Men’s sports have historically dominated the landscape, resulting in a fan base that spans across generations. Fans of men’s sports tend to have deeply entrenched loyalties, often passed down through families and this group is relatively consistent in terms of male dominance in its fanbase. 

On the other hand, fans of women’s sports are a younger, more diverse demographic. Research shows that many women’s sports fans are under 35, with significant representation from women and other gender-diverse groups. Crucially, women’s sport is bringing in more individuals who are new to sports fandom, drawn by the broader cultural narratives surrounding women’s sports.

Values and Motivations

As mentioned, understanding the values and motivations is the key to lock of delivering sponsorship activity that really resonates with those key audiences. 

Fans of men’s sports often prioritise the competition, history, and tradition associated with the game. They are drawn to the technical skill, athleticism, and rivalries that define high-profile matches.

In contrast, fans of women’s sports are often motivated by more than just the game itself. Inclusivity, representation, and community are major driving forces. Many fans appreciate the focus on the athletes’ personal stories and the broader push for equity in sports. This group tends to value authenticity and meaningful engagement from brands. You only have to listen to the crowd noise differences in men’s vs women’s football matches to recognise that the experience and atmosphere is entirely different.

Engagement and Consumption Habits

Fans of men’s sports typically follow long-established patterns of engagement - attending weekly games, watching live broadcasts and participating in fantasy leagues. They’re more likely to consume sports through traditional media like TV and radio. This is where that longevity and generational fandom becomes more apparent. 

Women’s sports fans are digital natives, relying heavily on social media and streaming platforms to engage with content. They are active on platforms like Instagram, TikTok, and Twitter, where they not only follow games but also interact with athletes and fellow fans. This makes fans of women’s sport highly accessible through digital marketing and innovative campaigns.

Activating Sponsorships: Tailored Strategies for Men’s and Women’s Sports

Understanding the differences between these audiences is only the first step. To truly make an impact, brands must adapt their sponsorship activations to suit each group’s preferences and values.

Strategies for Men’s Sports Fans

1. Focus on Performance and Legacy:
   Sponsorships that highlight tradition and excellence resonate strongly with fans of men’s sports. Brands can associate themselves with historic teams, iconic players, or legendary events to emphasise their connection to the sport’s legacy. Showing you understand their connection to the club/team is crucial. 
2. In-Stadium Activations:
   Live experiences play a crucial role in engaging men’s sports fans. Brands can invest in stadium sponsorships, game-day activations, and VIP experiences to build a memorable connection with this audience.
3. Broadcast and Digital Advertising:
   TV remains a powerful medium for reaching men’s sports fans, but so does social media highlight engagement. Brands should consider digital ad placements during games and leveraging social platforms for extended reach.
4. Merchandising and Loyalty Programs:
   Exclusive merchandise, fan rewards, and discounts can build long-term brand loyalty. Partnering with teams or leagues to offer co-branded products can create a tangible link between the sport and the brand.

Strategies for Women’s Sports Fans

1. Purpose-Driven Campaigns:
   Women’s sports fans value authenticity and social responsibility. Sponsorships that champion equality, celebrate athletes’ stories, and invest in grassroots initiatives resonate strongly. Brands like Adidas and Barclays have successfully positioned themselves as advocates for women’s sports by focusing on empowerment and representation.
2. Athlete-Centered Partnerships:
   Athletes in women’s sports often have strong personal brands, making them powerful ambassadors. Collaborating with these athletes can humanise a brand and foster deeper connections with fans.
3. Digital-First Activations:
   Social media campaigns, influencer collaborations, and interactive content can effectively reach women’s sports fans. Platforms like TikTok and Instagram are ideal for creating engaging, shareable content that aligns with the values of this audience.
4. Community Engagement:
   Sponsorships that support grassroots initiatives, local leagues, or youth programs demonstrate a brand’s commitment to growing the sport. This not only builds goodwill but also helps expand the fan base for women’s sports.

[caption id="attachment_8418" align="alignnone" width="600"] One brand doing this incredibly well is Il Makiage with Arsenal Women [IMAGE CREDIT: ARSENAL][/caption]

UEFA Women’s EUROs 2025 and Women’s Rugby World Cup 2025: Big Opportunities

The Women’s EUROs 2025 and Women’s Rugby World Cup 2025 represent more than just sports tournaments; they are cultural moments that highlight the growing prominence of women’s sports. These events are expected to attract record-breaking attendance and viewership- especially with the Lionesses looking to retain their title - offering brands an unparalleled platform to engage with fans.

The conversation around gender equity in sports has never been louder, and these events are at the forefront of this movement. Brands that actively support women’s sports are perceived as progressive and socially-conscious, qualities that resonate with younger, value-driven consumers.

Given women’s sports exponential growth in recent years, both in terms of participation and viewership, the 2025 events will simply continue this momentum, attracting not only die-hard fans but also new audiences curious about the evolving sports landscape. A huge opportunity for brands to expand their reach and consider opportunities that may not have felt right in the men’s game. 

In short, the differences between men’s and women’s sports fans are a reflection of broader societal shifts in how sports are consumed and valued. By understanding these distinctions, brands can craft sponsorships that resonate deeply with each audience. Brands who have historically activated in the male sport space cannot simply copy and paste activity that has worked before inot the women’s game. The fanbase demands more of brands. For brands to truly engage with a passionate, growing audience, they must show efforts to make a meaningful impact on the future of sports. Forward-thinking sponsors that invest in these events will not only elevate their brands but also play a pivotal role in shaping the narrative of equality and inclusion in sports.

If you’re an existing brand looking to activate in the women’s sport space, or you’re considering how your brand can get involved, drop us a message at hello@hatch.group 

All data is gathered via GWI

The post Bridging the Gap: How men’s and women’s sports fans differ and what it means for brand sponsors appeared first on Hatch - PR, Social, Content & Activation Agency.

As we move into the final weeks of the year, businesses are gearing up for the busiest and most important retail season: Christmas. While it might feel like there’s still plenty of time, when it comes to PR, getting ahead of the game is critical.

Here’s why you should start your Christmas planning early:

1. Staying ahead of the competition

Christmas is the busiest time of the year for many industries, with brands all vying for attention. Starting your planning early gives you the edge over competitors who leave their preparations until the last minute. Whether you’re looking to collaborate with key influencers or trying to lock down prime media coverage, it’s important to put your brand in the spotlight ahead of the festive period.

Media outlets also plan well in advance. Gift guides and features are typically finalised months before December, so if you want your products or services features, your pitches need to land with journalists sooner rather than later.

2. Create better, more thoughtful campaigns

It’s not enough to roll out generic promotions or ads during Christmas; consumers are looking for creative and engaging campaigns that can bring holiday magic to life. Rushed campaigns can feel forced or out of touch, but starting early allows you to plan thoughtful, innovative ideas that resonate with your audience.

Whether you’re developing a PR stunt, crafting a festive digital marketing campaign, or building an influencer collaboration, you’ll need time to refine your ideas. By brainstorming early and testing concepts, you can ensure your message strikes the right balance of festive spirit and brand identity.

3. Maximise media opportunities

Journalists are working on their Christmas content long before the festive season hits. Print publications, in particular, often work with lead time of up to six months, so if you’re hoping to be featured in December issues, your PR outreach should be well underway.

Even though digital media operates on faster timelines, online outlets are still planning their Christmas content at least two to three months in advance. If you want your products to be included, now is the time to start reaching out to editors.

4. Achieve consistency across channels

The most successful campaigns are the ones that deliver a consistent message across all platforms – from PR to social media, emails and advertisements. Early planning helps you coordinate your efforts across these channels, ensuring a cohesive and compelling brand story at every consumer touchpoint.

With more time on your side, you can align your press releases, social posts, email marketing and advertising to work together seamlessly and help your brand stand out during the busy season.

5. Capture early shoppers

More consumers are opting to buy their gifts in November, taking advantage of early discounts and avoiding last-minute stress. Launching your Christmas campaigns and content early ensures you capture the attention of these early birds before the festive rush begins.

Starting your Christmas planning early sets your business up for success during the busiest retail period of the year. You’ll beat the competition, secure valuable media coverage, and build campaigns that truly connect with your audience. So, now’s the time to get ahead and lay the groundwork for a successful festive season.

If you need some inspiration for your next PR campaign, get in touch at hello@hatch,group.

The post Christmas Planning and Why you Need to Do It Early appeared first on Hatch - PR, Social, Content & Activation Agency.

The 31^st October marked Diwali 2024 – a personal highlight in my calendar. Known as the ‘Festival of Lights’, this celebration commemorates the release of Guru Hargobind, the sixth guru in the Sikh religion, from prison.

What Diwali Means to Me

Diwali means something special to every Sikh, and for me, it’s a mix of tradition, family time, and those warm moments that remind me why this celebration is so close to my heart. We’re not just talking about the usual lights and sweets (although I’ll never say no to a piece of chocolate barfi!) For Sikhs, Diwali has a unique history, going back to when Guru Hargobind Ji was imprisoned by the Mughal emperor Jahangir. When he was finally released, he made sure 52 other prisoners – all Hindu kings – gained their freedom, too. Diwali is as much about that message of courage and compassion as it is about the festivities.

At home, we spend the cooking up a feast to enjoy in the evening and visit the Gurdwara. We light diyas (tealights) around the house which symbolises the triumph of good over evil, lightness over dark.  Diwali also brings a chance to spend time with family, catch up, and just be together. This year was a special one, as we spent it with my Grandparents and sister who visited from down south.

Diwali might be about lights, but it’s also about letting those lights remind us to reflect on what matters. For me, it's about reconnecting with what my faith means to me, the idea of resilience, and standing up for what’s right. And after all the celebrations, I always feel a bit of renewed energy to carry these values forward in my everyday life.

Diwali PR Campaigns

In the PR world, Diwali is often overlooked and unrecognised as a key calendar date. I appreciate the fact that most brands don’t jump on it for the sake of it because it shouldn’t be seen as an opportunity to promote consumerism but this year, the ones that did really made an impact. Mattel launched a limited-edition Diwali Barbie doll, in partnership with celebrated Indian fashion designer, Anita Dongre. It was a collaboration that just made sense and really gave some much-needed representation that 5-year-old me didn’t have. The doll is incredible and I’m not ashamed to admit that I made a purchase!

Jimmy Choo also paid homage to the festival this year by sending out pairs of shoes from its Diwali Capsule collection to Indian influencers. Not only did the designer create an entire collection to celebrate the holiday, but the social media content created off the back of it by influencers raised awareness to our culture which is something we don’t see often so overall, a huge YES from me.

For more information, please get in touch with hello@hatch.group

The post Diwali 2024: PR Campaigns and What it Means to Me appeared first on Hatch - PR, Social, Content & Activation Agency.

Recent data from The Reputation Platform, which uses AI to analyse over 4.1 million hospitality reviews, has revealed the real influence that the customer experience has on the overall success of businesses in the sector.

What’s clear is that there is vast opportunity within the hospitality industry for medium-sized businesses to compete for the market share left behind by huge chains like TGI Fridays falling into administration. This report looks specifically at how a business’s sentiment, engagement and visibility contribute to reputation and can, in turn, affect significant indicators like foot traffic and revenue.

Interestingly, review volume is on the up, increasing by 2.9% in 2024, with the top 20% of locations driving a significant amount more reviews. This increase drives positive sentiment, revealing that the more a business engages with consumers, responding to both positive and negative feedback, the more this positively impacts its reputation and overall success. As an example, hospitality giants Stonegate Group and Mitchells & Butlers have both seen a direct correlation between higher site ratings and an increase in sales.

The sentiment that surrounds a business, defined by the thoughts and feelings of reviewers, offers the greatest opportunity for growth across the industry. Key contributors towards this include:

🍴 Engagement from hospitality businesses - the top locations respond to over 90% of all customer reviews, meaning those who stay in conversations with customers and focus on building communities hugely improve customer relationships and their own reputation by demonstrating commitment to customer satisfaction.

🍴 Affable interactions with staff - while food quality and flavour are still prevalent, consumer focus has shifted to quality of service and the affect this has on the overall dining experience.

🍴 Encouraging immediate feedback – tools such as QR codes and prompts when logging into Wifi pages increase review recency and in turn, the overall volume of feedback.

Looking ahead to 2025, consumer demand for dining and social experiences is still strong, but financial pressures such as rising operational costs and shifts in customer behaviours present real challenges for the industry.

Consumers have much less disposable income, causing them to be more selective in their spending. When they do decide to treat themselves, they’re seeking more memorable and experience-driven outings, as well as eco-friendly restaurants which source locally, reduce waste and plant-based options.

It’s no secret that the recent budget will hit hospitality particularly hard, with the cost of employing a worker set to rise by 10%*. From an operator perspective, a combination of inflation and rising costs are causing businesses to struggle to retain staff. As a result, menu prices are on the up and deterring increasingly frugal customers.

However, progressing technology within the industry is helping employers. Online ordering and food delivery platforms continue to assist the industry, as restaurants’ at-home sales grew a further 6% in September**. Within establishments, restaurants are also adopting new tech to help streamline operations and improve customer service.

Ultimately, it’s clear that review volume and subsequent sentiment are key contributors to reputation, which is proving an increasingly critical asset in the hospitality sector. In an industry which centres around the connection and experiences of real people, consumer engagement continues to make the difference between a vibrant and bustling pub, bar, or restaurant, and one struggling to get people through the door.

At Hatch, we continue to help a variety of brands in the hospitality, food, and drink sectors tell their story. If you’d like to hear more about what we do, you can find us at hello@hatch.group

*UKHospitality

**NIQ Hospitality at Home Tracker

The post The Impact of Consumer Engagement on Reputation in the Hospitality Industry appeared first on Hatch - PR, Social, Content & Activation Agency.

As the leaves turn golden and the air grows crisp, October marks a shift in our culinary landscape. This month, it's all about embracing autumnal flavours that bring warmth and nostalgia whilst also celebrating the season's ‘spooky’ side.

🍂 Autumnal Flavours: A Season of Comfort and Creativity 🍂

The transition into autumn brings with it a renewed appreciation for local and seasonal British produce. With 67% of consumers preferring UK-grown goods[1], sustainability is playing a starring role in this year’s food trends. This focus on low food miles and eco-friendly practices has inspired a resurgence in root-to-stem cooking. Dishes now make use of every part of the vegetable—beetroot leaves are sautéed as sides, carrot tops are blended into pesto, and crispy roasted skins garnish soups and stews. This not only reduces waste but also elevates humble ingredients into culinary centrepieces.

Mushrooms are also having their moment this autumn, celebrated for their rich umami flavour and versatility. Wild varieties such as porcini, chanterelles, and chestnuts are taking centre stage in dishes like luxurious mushroom wellingtons, creamy risottos, and earthy soups. Foraged mushrooms are particularly popular, highlighting the beauty of local, seasonal ingredients while connecting diners to the British countryside. These earthy treasures are appearing in inventive takes on classic recipes, including truffle-infused mac and cheese and indulgent mushroom pies.

[caption id="attachment_8404" align="alignnone" width="448"] Credit: ELEVATE - Pexels[/caption]

Pumpkin, a quintessential autumn ingredient, is moving beyond its traditional role in sweet treats and lattes to shine in savoury dishes. Roasted pumpkin soups, pumpkin and sage risottos, and spiced pumpkin scones are finding their way onto menus, showcasing the vegetable’s versatility. Cafés are introducing unexpected creations like pumpkin-topped pizzas and hearty casseroles, offering a fresh perspective on this seasonal favourite.

The shift in season is also influencing the spices we crave. Flavours like cinnamon, nutmeg, and cardamom bring a warming touch to everything from desserts to drinks. Chai lattes, spiced hot chocolates, and turmeric-infused golden milk are becoming autumn staples. Meanwhile, in the cocktail scene, bartenders are leaning into the smoky richness of mezcal, the comforting depth of spiced rum, and the bold complexity of whisky. These spirits are being used in innovative drinks that pair perfectly with the colder evenings, creating an atmosphere of indulgence and warmth.

Fermentation and pickling are extending the life of autumn’s fresh produce, adding vibrant tangy notes to hearty dishes. Pickled onions, cabbage, and beetroot are being reimagined as exciting additions to salads, sandwiches, and even jacket potatoes. These sharp, acidic flavours provide a counterpoint to autumn’s otherwise rich and earthy palate, offering a burst of brightness in comforting meals.

🎃 Halloween Campaign Highlights 🍬

With Halloween at the end of the month, brands unleashed creative and spooky marketing campaigns to celebrate the season, blending spooky themes with irresistible treats to capture the attention of both the sweet-tooth and thrill-seeker alike.

Burger King brought horror to the table with a chilling campaign for its Ghost Pepper Whopper and Ghost Pepper Chicken Fries. The 60-second horror short, The Call, directed by Alfonso Gomez-Rejon of American Horror Story fame, channels classic horror movie tropes to entice consumers into taking the spooky plunge. With a spooky phone call that forewarns "It’s back; it’s coming for you," the ad follows a woman terrorised by this eerie message before finally succumbing to the heat of Burger King’s fiery new menu items. The campaign encourages viewers to answer their own cursed calls through a personalised spooky phone service, extending the creepy experience even further.

[embed]https://www.youtube.com/watch?v=bpTMrMOMv7g[/embed]

Over at Haribo, the brand ensured that adults have a Halloween to remember, too. Teaming up with Gopuff, Haribo introduced 'TreatLine,' a UK-first sweets emergency service designed to make sure grown-ups are never caught unprepared when trick-or-treaters come knocking. The brand’s "Monsters Approved" seal is back, guaranteeing that each treat is kid-approved, and now, thanks to 'TreatLine,' these sweets could be delivered straight to your door. In addition, Haribo lit up the streets of Manchester and Peckham with glow-in-the-dark out-of-home displays, reminding everyone to embrace the Halloween spirit and provide the right treats for the season.

[caption id="attachment_8405" align="alignleft" width="507"] Credit: Grocery Trader[/caption]

Heinz also added a sinister twist to Halloween with their campaign, Heinz Smiles. The brand’s ketchup smears become a creepy makeup effect as diners’ faces are transformed into sinister clowns with ketchup-streaked smiles. The tagline, “It ha ha has to be Heinz,” added a cheeky nod to the brand’s established persona whilst embracing the horror theme. Heinz’s playful take on Halloween folklore rolled out across outdoor ads, digital platforms, and social media, spreading its spooky brand of ketchup humour.

[caption id="attachment_8406" align="alignnone" width="451"] Credit: Creative Review[/caption]

Meanwhile, Snyder’s of Hanover redefined Halloween snacking with their sweet and salty Halloween campaign, starring the pretzel-obsessed character Pretzelface. The brand partners with Leo Burnett Chicago to introduce a new playful take on Halloween folklore. With Pretzelface, Snyder’s invites consumers to combine their Halloween candy with the perfect pretzel crunch. The campaign encourages a mix of sweet and salty treats, like Monster Snaps, Mini Ghouls, and Mummy Rods, giving candy lovers the best of both worlds this season.

[embed]https://www.youtube.com/watch?v=403Zu8D1PZM[/embed]

Want to find out how your brand can make the most of upcoming food and drink trends? Get in touch at hello@hatch.group to find out more.

[1] https://meadowfoods.co.uk/foods-and-flavours-defining-this-years-autumn-season/

The post October Food & Drink Trends 2024 appeared first on Hatch - PR, Social, Content & Activation Agency.

Chancellor Rachel Reeves made her first budget speech yesterday and Labour’s first for 14 years, the focus was on growth and government responsibility to fix failing services and undo the neglect of the previous incumbents.

The initial response, like always, has been mixed, some have acknowledged that many of the policies are a necessary evil to provide money to help fix failing services in the UK.

Others have not held back with their scathing inditement of the budget, some have stated it’s a clear indication that this government isn’t ‘pro-business’, others have said it’s a kick in the teeth for wine and spirits and some have labelled it ‘the latest blow for hospitality”.

With my Food & Beverage hat on, here’s a few things that stood out in the budget, and how it might affect businesses and brands.

First of all, here are the key policies affecting the food and drink industry:

• The chancellor plans to raise taxes by £40bn, making her budget one of the largest tax-raising events in UK history.
• Employer national insurance contributions will rise from 13.8% to 15%, with payments starting at £5,000 salary instead of £9,100. However, the amount employers can claim back on the their NI bill was raised from £5,000 to £10,500.
• An increase of the lower rate of Capital Gains Tax from 10% to 18%, and the higher rate from 20% to 24%.
• The 75% business rates discount, due to expire in April 2025, will be replaced by a discount of 40% up to a maximum of £110k.
• The national living wage is set to increase to £12.21 per hour for those over 21, while minimum wage for 18-20 year olds will rise to £10.
• A cut to duty on draught alcohol, "which means a penny off the pints at the pubs"
• UK’s alcohol duty for “non-draught” drinks like wine and spirits will rise in line with the Retail Price Index (RPI) measure of inflation

Money, money, money

Changes to living wage and national insurance contributions will mean an immediate hit to profits as businesses are asked to shoulder the burden, but could arguably allow greater spending with an increase in overall disposable income for the public. This could however, prove to be a double-edged sword as in a world of rising food costs these increases will likely be passed on to the consumer for food and drink and hospitality brands – we could see the Freddo going up again and the average pub grub sneaking up by a pound or two to help counteract the increased taxes and costs.

Bricks and Mortar

Where it could really have a negative impact is the hospitality industry, Kate Nicolls, Chief Executive of UK Hospitality, didn’t hold back in this article in the MEN:

“This Budget is the latest blow for hospitality businesses. Rising taxes, increasing costs and fragile consumer confidence risk bringing growth to a grinding halt.

“In the short-term, the tsunami of employment costs coming in April will ultimately do more to hamper growth than incentivise it. Increases to employer NICs and wages will make it harder for businesses to support employment and invest in their businesses.

"Avoiding the business rates cliff-edge next April was critical and it was important that some relief has been extended. However, the reduced level of 40 per cent is another cost that businesses have to deal with. For those small- and medium-sized operators, their rates bills will still go up in April.

"All of this means that 2025 will be painful for hospitality, with an increased annual tax bill of £3bn for the sector."

Difficult times ahead for an industry that has had to deal with blow after blow over the last 5 years, first with covid and then with rising costs to energy and food prices.

The drinks cabinet

It swings and roundabouts when it comes to alcohol, a positive move to cut duty on draught alcohol will help the nation’s struggling pubs as well as smaller independent breweries and cider producers. There is also a suggestion that Reeves will incentivise pubs and bars stocking more local and independent breweries in a move to open choice to pub goers and support smaller producers at the same time.

However, taxing non-draught even further will mean a continued struggle for the industry in the mix of rising costs and a consumer that is still facing a cost-of-living crisis. The idea is clearly to drive people into pubs and away from cheap supermarket alcohol, but it’s unsurprisingly come under criticism from those within the industry. You can’t please all of the people all of the time though as the saying goes.

The world of Marketing and PR

With my Hatch hat on, I can see how many of these developments are worrying for the food and drink sector, it’s been a difficult time for hospitality and there’s already a lot of hoops the alcohol industry has to jump through.

Again, it will come down to investing your marketing and PR budget wisely and in the right ways, being tactical with what you have is going to be crucial to providing return on investment. What is clear though is that cutting marketing budgets is not the right way to go, often the first thing to fall by the wayside, all that happens is it leaves the door open for your competitors to steal a march and get in front of your audience before you do. Hospitality businesses need to think of innovative ways to attract new customers and drive brand loyalty and often that comes through marketing, PR and social media campaigns. Consumers are increasingly looking for experiences to part with their cash, whilst 50% off in January might drive people through the door, it’s a little tired now and won’t help get people coming back throughout the year, consumers are willing to part with a little bit more cash for a little bit more from the brand, unique experiences, limited edition menus and things that bring people together, in a continued cost of living crisis it’s increasingly difficult to get people to spend, so when they do they want to know they’re getting the very best experience.

I could talk until I am blue in the face about this topic and go into a whole lot more detail on the reaction to this week’s budget, so if you’re interested in doing that let’s go to a pub and grab a pint, or chat over lunch so we can support those businesses whilst we put the world to rights together.

If you want to see more of the reaction here’s some further reading:

Food Manufacturer:

https://www.foodmanufacture.co.uk/Article/2024/10/30/Food-and-drink-industry-reacts-to-Budget

The Grocer:

https://www.thegrocer.co.uk/news/your-reactions-to-the-new-governments-40bn-tax-raising-budget/697270.article

https://www.thegrocer.co.uk/news/budget-could-burden-convenience-stores-with-634m-in-extra-bills-says-acs/697152.article

https://www.thegrocer.co.uk/news/shafted-farmers-dismayed-by-budget-tax-hikes-warn-of-price-increases/697312.article?utm_source=Daily%20News%20(The%20Grocer)&utm_medium=email&utm_campaign=2024-10-31&c=&cid=DM1167698&bid=541111164

The Morning Advertiser:

https://www.morningadvertiser.co.uk/Article/2024/10/31/Pub-operators-react-to-October-Budget-with-disappointment?utm_source=newsletter_daily&utm_medium=email&utm_campaign=31-Oct-2024&cid=DM1167588&bid=540816652

https://www.morningadvertiser.co.uk/Article/2024/10/31/The-Morning-Advertiser-Ed-Bedington-s-reaction-to-Budget-2024

Restaurant:

https://www.restaurantonline.co.uk/Article/2024/10/30/Autumn-Budget-Latest-blow-for-hospitality-businesses-as-NI-rise-confirmed-and-rates-support-slashed?utm_source=newsletter_daily&utm_medium=email&utm_campaign=31-Oct-2024

The Drinks Business:

https://www.thedrinksbusiness.com/2024/10/autumn-budget-a-kick-in-the-teeth-for-wine-and-spirits/

The Spirits Business:

https://www.thespiritsbusiness.com/2024/10/uk-budget-betrayal-for-scotch-and-a-blow-for-hospitality/

Just Drinks:

https://www.just-drinks.com/news/uk-budget-draught-duty-cut-alcohol/

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As we bid farewell to summer and step into September, it’s not just the weather that’s changing. With kids returning to school, freshers heading to university, and the days getting shorter, food and drink trends are shifting too. This month is all about indulging in cozy, feel-good treats and enjoying seasonal favourites, so let’s take a look at some of the trends shaping up September.

Spice Up the Season

This September, some of the biggest names in the food and drink industry introduced exciting new seasonal flavours. Starbucks kicked off the festivities by launching its popular seasonal line up with an array of Pumpkin Spice beverages and its Saled Maple & Caramel Latte. Costa Coffee followed suit, debuting its new Maple Hazel range, alongside hearty treats like the Hog Roast Toastie.

Even iced drink brands are embracing autumn. Jimmy’s Iced Coffee released a delicious Cinnamon Roll flavour, perfectly blending winter comfort with refreshing coolness. And it’s not just coffee brands getting creative - Red Bull is also stepping up with its Winter Edition Iced Vanilla blend, catering to those seeking bold, innovative flavours during the cooler months.

Making the Most of Freshers Season

September marks Freshers' Week, a time when university students rely heavily on quick meals and takeaways after long days of lectures and socialising, and brands are seizing this opportunity to connect with students.

Domino’s has launched lockable pizza boxes that fit neatly in the fridge, ensuring leftovers are safe from prying roommates—perfect timing with its Fresher's Week promotions across UK campuses.

Meanwhile, Chicago Town has rolled out a £4.5 million campaign encouraging students to opt for frozen pizza over pricey takeaways. Their push highlights the convenience, affordability, and quality of frozen pizza, targeting a student market that craves easy, affordable meals.

The 9pm Junk Food Blackout

In September, alongside a wave of new food and drink launches, the Labour Party announced a ban on junk food adverts before 9pm, set to take effect next year. This ban will be enforced alongside a total ban on paid online adverts, both aimed at tackling childhood obesity.

So, what does this mean for food and drink brands? Initially, there was industry backlash over the potential economic impact of these restrictions. However, the Food and Drink Federation has since shifted its stance, now expressing willingness to collaborate on reformulating products to comply with the new regulations.

This September also saw a significant policy shift. The Labour Party announced a ban on junk food advertising before 9pm, set to take effect next year, along with a full ban on paid online ads. This move aims to combat childhood obesity but has sparked debate within the food and beverage industry. Initially met with resistance, the Food and Drink Federation now expresses a willingness to reformulate products to meet new standards.

However, discussions around loopholes and creative marketing workarounds are surfacing, as companies prepare for this new advertising landscape. The full impact of these regulations remains to be seen, but it’s clear that brands will need to adapt to the changing rules as we move toward 2025.

Want to find out how your brand can make the most of upcoming food and drink trends? Get in touch at hello@hatch.group to find out more.

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While the British public enjoy the sunshine and make the most of the school summer holidays throughout August, most brands in the food and beverage space have already started to turn their attention to innovative marketing campaigns for Autumn and Winter.

This month, big names fought it out for consumer recognition, going head-to-head over breakfast bakeries, rosé wine and traditional Italian dishes. In a month packed to the brim with NPD and creative campaigns, let’s look at the food and drink industry’s highlights from August!

Battle of the breakfasts

This month, discounter Lidl boldly challenged the popular value bakery Greggs, as it pitched its bakery section against the well-known grab and go giant. Their simple yet effective print ad published in Metro read ‘Lidl bakery over Greggs all day’ and compared their 39p jam-filled donut with a 95p one from Greggs, who have recently had breakfast success of their own, overtaking McDonald’s as the UK’s favourite destination for the first meal of the day. The ad came as part of a broader marketing campaign around Lidl’s bakery offering, which has helped to establish its place as the fastest growing bricks & mortar supermarket for 12 months in a row.

Quaker Oats also weighed in on the battle of the breakfasts, skillfully jumping on a reactive opportunity in response to athletes complaining about the quality of the food they’d been offered during the Olympics. Team GB were promised Michelin star quality food, and instead found themselves with no choice but to ration their breakfast eggs due to low supply. In response, Quaker Oats drew on their trustworthy and reliable brand identity with another bit of simple yet effective creative advertising, stating ‘champions aren’t made on croissants’ in an effective print and OOH campaign.

Champions are not made on croissants 🥐🏅
.
When we saw Team GB demanding porridge we made this with @QuakerOatsUK running across print & DOOH this week 🔥 pic.twitter.com/07j4Grygt0

— Uncommon (@uncommon_studio) August 8, 2024

'Screaming Devil’ vs Whispering Angel

Supermarket giant Asda’s new wine offering blew up this month. They announced their new Provencal rosé, and coined the new beverage ‘Screaming Devil’, a tongue-in-cheek reference to well-known competitor, Whispering Angel.

The shameless move gained a lot of attention on social media, with one Twitter user describing the not-so-subtle comparison to the established rosé brand as ‘violently iconic’, prompting approval from other users and attracting over 10,000 likes on that tweet alone.

ASDA’s take on Whispering Angel is, I’m afraid, violently iconic pic.twitter.com/IgoC2Hd277

— Bertie Darrell (@bertiedarrell) August 14, 2024

Of course, Asda isn’t the first supermarket copycat culprit. Ever since many of us watched the Colin vs Cuthbert debacle unfold between Aldi and Marks and Spencer on social media, it’s become a popular - and often successful - trend to blatantly copy competitor’s products; a strategy which we’ve seen an increasing number of food and drink brands use to their advantage.

Coca-Cola launches limited-edition flavours

Soft drink giant Coca-Cola has announced two brand-new limited edition flavours this month. They unveiled an apple flavour for Fanta as part of a Halloween marketing push, and also announced a collaboration with Oreo. This iconic pairing comes just in time for autumn, in the form of an unexpected but playful partnership which just makes sense. As part of the limited-edition campaign, which is set to roll out from September, the two F&B giants join forces as brand ‘besties’ to bring consumers a Coca-Cola Oreo Zero Sugar drink, along with the Oreo Coca-Cola sandwich cookie with popping candy.

[caption id="attachment_8302" align="alignnone" width="699"] Image credit: Coca-cola[/caption]

Heinz take on the traditional

With a reputation for innovative NPD and tongue in cheek campaigns, it perhaps shouldn’t come as a huge surprise that Heinz has announced the controversial ‘carbonara in a can’ as its latest product launch.

It’s time for fuss-free Carbonara with zero drama 💅

NEW Spaghetti Carbonara, available to buy NOW on Heinz to Home and wider stores from mid September 🤩

Tap below to secure yours now 👇 https://t.co/rbpryYhY4e pic.twitter.com/qngTw1NqFQ

— Heinz (@HeinzUK) August 29, 2024

Naturally, this tinned take on a much-loved delicacy prompted a mixture of amusement and outcry on social media. One Twitter user joked ‘An Italian just died’, with another stating ‘No, simply no’.

Alessandro Pipero, Michelin star chef and “carbonara king”, is reported to have compared the brand’s £2 supermarket take on the Italian classic to ‘cat food’ from a tin. However, Heinz insist that this latest product offering is ‘fail-proof' and an easy alternative to the traditional Italian dish. And with an impressive shelf life and price that’s not to be sniffed at, all is not lost, and only time will tell whether consumers will be won over by the brand’s latest creative endeavour.

Interested in exploring how your brand can harness the top food and drink trends? Connect with us at hello@hatch.group

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