Creative Corner: McVities' Chocolate Digestives wronged, Peppa Pig's real name, and Luke Littler champions Deliveroo's Best Kebab Award

Happy sunny Friday! Been a scorcher.

Talking of scorchers, the last week has seen some classic storytelling on the earned media front which is why, in this edition of Creative Corner, I’ve gone old school media relations.

In the spotlight: McVities and its celebration of the trusted chocolate digestive (a personal favourite for any sampling opps, just saying), the ongoing genius that is Peppa Pig’s pregnancy and Deliveroo’s Luke Littler kebab tie-up.

McVities’ flipping good birthday celebration

This week’s first example of great storytelling is the McVitie's 100th birthday celebration of its iconic Chocolate Digestive. In a classic use of the old twisting a long-held belief, its ‘wrong way up’ campaign has led to many ‘well blow me down with a feather’ type debates across national media. The debate stemmed from a classic piece of story mining, with a revelation from Anthony Coulson, general manager at McVitie’s chocolate refinery in Stockport. Speaking to the BBC, Coulson shared that it’s the underside, or chocolate-coated side, that should be facing the tongue for the full experience. Cue media pandemonium.

But the storytelling hasn’t stopped there. Not content with a clean sweep of media, the biscuiteers followed up with another classic ‘make an icon out of food’ story just days later. Biscuit portraits of other British icons such as Dame Judi Dench, David Bowie and Trevor McDonald created pun-worthy Bicasso headlines to announce a pop-up experience coming in early May (where I’m sure the story will continue).

Whilst these may be all tried and tested earned media tactics, the hat tip here to the agency behind it is in the execution. When you’re dealing with a British icon, you can simply let it be the story. Sometimes creative can be too try-hard, but it doesn’t always need to be.

I’m Pepperius actually, said Peppa

You’d have to have been living under a rock to not catch the news of Mummy Pig’s pregnancy announcement - broadcast live in an exclusive interview with This Morning, no less. A genius piece of storytelling in its own right, the earned-first campaign continued last week with a picture-story-perfect gender reveal when the equally iconic Battersea Power Station chimneys were lit up pink.

This week, in a surefire confirmation that the story has taken on a life of its own, social media was abuzz once more when toy retailer Good Find Toys revealed that Peppa Pig’s name isn’t Peppa at all - it’s actually Pepperius, and Peppa is her middle name.

Surprise, delight and plot twists, the birth of Peppa’s little sister is sure to take over the airwaves, and we haven’t even had the baby name rumours yet. A perfect earned-first execution if ever I’ve seen one.

Deliveroo hits a doner top with Luke Littler

Celebrity brand endorsements are a tried and tested tactic BUT not every brand tie-up lends itself to earned media. Many a pretty penny has been spent to no avail as ‘nailed on’ editorial falls flat. The key to celebrity endorsement success is a dose of authenticity and a natural affinity to the storyline, and Deliveroo’s new campaign has hit the bullseye.

To front the relaunch of its infamous Best Kebab Award, the food delivery champion has signed up teenage darts sensation Luke Littler.

“Luke the Nuke” became a household name after becoming the youngest world darts champion at just 18 - perfect media fodder - but it’s his well-documented love for a chicken doner wrap that makes this match-up a winner.

Alongside Deliveroo, Littler is encouraging fans to vote for their favourite kebab takeaway, the winner of which will walk away with the inaugural chicken doner wrap-themed gold trophy, held aloft proudly like a darting win by Luke in the resulting media coverage.

On message, on brand and perfect for the target audience- be that the hopeful entrants, kebab fans or the picture editors.

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