The Sauce – 15/02/2024

Welcome to ‘The Sauce’ – your weekly dollop of marketing news.

This week’s edition is brought to you by our Content and Comms lead, Ash, and features Apple’s Vision Pro ads, an update from Uber, McDonald’s loyalty strategy, and Seabrook’s new TV ad.

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Hello Apple Vision Pro!

Apple has revealed two new video ads (‘Hello Apple Vision Pro’ and ‘First Timer’) to launch its highly anticipated Apple Vision Pro – a mixed reality headset which integrates digital media with the real world. The former features Supertramp’s ‘Dreamer’ and shows the device being used throughout everyday life, while the latter shows a user trying the headset out for the first time, from using apps and watching movies to chatting on FaceTime.

There’s a lot of excitement in the Awesomesauce office about the Vision Pro (especially from James, our resident Apple nerd). But (in case you hadn’t guessed from previous editions of The Sauce!) we also love Apple’s advertising…

Ash, our Content and Comms Lead, said, “Apple is known for its industry-leading advertising, with ads typically built on simplicity and with a powerful narrative to create a buzz – their brand is so strong, they don’t even always have to show the product!

“These new ads are product-led due to showcasing a new product. The world is changing – you probably didn’t know what a mixed reality headset was, but now you know you want one! My favourite is ‘First Timer’ as it will resonate so well with the target audience. I think most of us see ourselves in this awestruck representation of someone trying out the headset for the first time.”

We are excited to see technological advances, like VR and AI, coming through to the B2B space. A powerful advantage when paired with a solid marketing strategy, something we’re helping our clients with this year!

Looking to create some inspirational new content to support your marketing plans? Drop Ash a message on ashleigh@awesomesaucemarketing.co.uk.

Gamble Pays Off for Uber

Uber has announced its first full-year profit as a limited company after a successful end to 2023, in an epic turnaround after previously accumulating $31.5 billion in operating losses since 2014.

The company has recovered from its pandemic slump, with the launch of its food delivery service Uber Eats boosting the business.

Revenue increased by 15% for the final quarter of 2023, versus the same period the previous year. The company’s stock has doubled in the last 12 months, with the company valued at just under $150 billion.

Uber has shown how a company can revolutionise an existing market by pinpointing unmet needs and reshaping the industry. They’ve shown that innovation doesn’t always require inventing a new market but rather recognising and addressing user pain points within an existing framework. By introducing unexpected features like real-time tracking and pre-arrival communication with drivers, Uber delivers an experience that exceeds expectations and sets a new standard.

Marketing these unique features, and being the first to do it, has ultimately given Uber their USP’s, and allowed them to stay competitive in a growing market.

Have you considered how you could adapt your offering to meet a gap in the market? Drop us a line at hello@awesomesaucemarketing.co.uk to find out how we can help.

McDonald’s Targets Retention

McDonalds is aiming to use its expanding loyalty scheme to optimise its pricing methodology and improve customer retention.

McDonald’s CEO, Chris Kempczinski, said, “McDonald’s position on value is a competitive advantage with a strategy rooted in customer behaviours and insights. As we continue to attract millions of new loyalty members, we can get even smarter with our pricing methodology and tailor our digital offers to our fans, making them even more personalised.

McDonald’s has set a target of 250 million active scheme members by 2027, demonstrating its long-term commitment to the scheme. The commitment follows its UK promotion, ‘Festive Wins’ which increased digital engagement to a record-high of four million monthly customers.

We’re seeing more businesses than ever utilising loyalty schemes to boost retention – check out The Sauce from 24th January to find out how Dobbie’s and Ocado are smashing their retention records.

Our Account & Strategy Director, James, said, “Retention can be overlooked by companies but in the current financial climate we’re seeing a lot of clients looking to grow their business by improving customer loyalty. There’s a fine balance between retention and generating new business but retention can often be a more efficient way of increasing revenue.”

Need some help with your retention strategy? Email James on james@awesomesaucemarketing.co.uk.

Retention can be overlooked by companies but in the current financial climate we’re seeing a lot of clients looking to grow their business by improving customer loyalty.

Don’t Miss Out On a Good Thing

Seabrook Crisps have launched a new TV ad ‘Don’t Miss Out On a Good Thing’ which focuses on the British tendency for politeness.

The 30-second ad shows a variety of people missing out on their Seabrook crisps by letting someone go ahead of them in the vending machine queue (who then takes the last bag), allowing another person in front in the supermarket queue, and even someone unable to reach their Seabrook crisps and snacks as they don’t want to disturb their sleeping cat – as a self-confessed crazy cat lady, I can definitely relate to this!

The ad is the second instalment of the brand’s ‘Brilliant By the Bagful’ campaign and will run for eight weeks across the ITV network to support ambitious growth plans. It will be supported by in-store POS and digital advertising which will cleverly target those living near stockists of Seabrook products.

The campaign is a brilliant example of a brand knowing its audience as they choose a humorous message sure to resonate with viewers across the country. We also love the clever use of the digital targeting (yes, we talk about targeting a lot!) to get the message to those more likely to purchase.

Need help with your campaign messaging and targeting? Drop us a message on hello@awesomesaucemarketing.co.uk.

You can check out our latest dollop of marketing news next week, and read our previous posts here.

Want to find out more about what we do and how we can help your business?

Contact our Account & Strategy Director James Keith here >>> james@awesomesaucemarketing.co.uk.