BBC's love letter to Britain, fries means Heinz, and Gordon Ramsay takes on Burger King

Happy Friday readers.

The week’s Creative Corner musings take a look at the BBC’s beautiful reminder that it’s the diversity of UK society that makes the country unique, how Heinz and fries are meant to be together, and Burger King‘s pride in not being made by Gordon.

A love letter to Britain: BBC's 'Made of Here'

In what is a timely reminder of the diverse fabric of society that defines a country, the BBC has launched a new campaign celebrating the shared experiences, places, and communities that make Britain what it is today. Titled "Made of Here," the campaign is a powerful and touching tribute to the local pride and everyday moments that connect us all.

The campaign consists of a 120-second promotional film serving as the campaign’s centrepiece, including a spoken word poem and featuring iconic BBC shows set in specific UK locations, including Gavin & Stacey (Barry Island), Freddie Flintoff’s Field of Dreams (Preston), EastEnders (London’s East End), and Shetland (Shetland Islands).

The film, directed by Newcastle-born Dan Emmerson and produced by Somesuch, was filmed across 11 UK locations. It features a reimagined version of “My Home” by UK artist Myles Smith, scored by Alex Baranowski.

In a world often defined by division, particularly at present, the BBC's "Made of Here" is a unifying message that finds common ground in our shared surroundings.

Image credit: BBC campaign

Fries means Heinz

Much has been said about the power of brand and the benefits that come from long-term commitment to a visual identity; Heinz is, perhaps, one of the best examples of that. Its keystone logo adorned on bottles, cans and jars alike, is arguably as well-known as its products. As powerful on a supermarket shelf as it is on a café or family dinner table, it instantly conveys a sense of trust and quality, and its latest campaign proves its power as a messenger.

In a delightful nod to the brand's ketchup heritage and its inseparable link with everyone's favourite fried potato, its new ad campaign plays on a subtle yet undeniable visual truth: the Heinz logo’s distinct shape perfectly mirrors the familiar design of a fast-food French fries container. It's one of those "once you see it, you can't unsee it" moments that's pure gold.

The campaign is a fantastic example of a brand finding new ways to celebrate its existing identity and a victory for not messing around with something that’s not broken. It's a clever, charming, and highly effective way for Heinz to remind us why it's the indispensable partner to fish and chips, takeaway or any occasion that calls for a side of fries.

Image credits: Heinz campaign

From Michelin stars to flame-grilled: Gordon Ramsay takes on Burger King

It seems Gordon Ramsay has become as much a celebrity staple for the ad industry as Pete Wicks, Sam Thompson and the GC is for PR. Following recent stints for Flora, Hexclad and Hay Day, the potty-mouthed chef has turned up in yet another new campaign, this time for Burger King. However, the beauty in this campaign is that it’s actually a great example of perfect celebrity casting, where the product and the brand remain the star rather than the star himself.

The campaign, which has been generating significant column inches, introduces Burger King’s new limited edition wagyu burger - the first of its kind for a fast food chain - allowing everyone the chance to experience the famous flavours of the gourmet beef for just £11.

Playing on Ramsay's well-known persona: a demanding, perfectionist chef, the ad is a clever twist on the typical celebrity endorsement. Instead of showing the chef creating the burger or praising its every detail, the campaign, titled "Not Made by Gordon,” begins with Ramsay at a Burger King drive-thru, seemingly trying to hand over a new wagyu burger. When asked if he made it, he is forced to admit that he did not. Ramsay then attempts to enter the kitchen to "help" with the wagyu burger prep, only to be repeatedly and humorously blocked by staff members who refuse his ‘unqualified’ assistance.

Unlike your typical chef-approved partnership, the campaign cheekily suggests that this burger is so good, Gordon need not step into the kitchen to help make it. Better still, they've taken an actual creative idea, found a celeb to enhance it and added a large dollop of self-deprecating humour to get tongues wagging as well as salivating. Much to the chagrin of McDonald's, no doubt, Chef Ramsay has been openly critical of for years.

Image credits: Burger King campaign

Well, that wraps up another Creative Corner!

As ever, if you’re launching something that deserves a spot in Creative Corner, or have seen a campaign you just love, please do share it with us. Email paul.lucas@fanclubpr.com