Stunt Watch: Krispy Kreme sticks to the OG, McDonald's mosaic causes a stir and Greta Thunberg’s perilous PR

Hello, I am arriving for my inaugural Stunt Watch shift, and what a week to be clocking in.

It’s been oddly quiet in PR-ville in some ways (has everyone clocked off for Glasto already?) so prepare yourself for an odd buffet-style mix of work. I like themes usually. This is messy…anyway.

Krispy Kreme upgrades dupes

First up, a dope dupe slapback from Krispy Kreme, taking control of that key national holiday, National Doughnut Day.

I would love to know what you all did for this special, special day. We started by creating our Homer Simpson effigy, before going on a doughnut hunt. Krispy Kreme offered to upgrade any customer’s inferior glazed doughnuts to its OG glazed. Half-eaten doughnuts were not turned away, which was a nice (and also disgusting) touch.

Classic moment, classic mechanic. If it were me, I’d have dropped the research but bringing in Lady Leshurr to drop a glaze-themed diss track? Inspired. I suppose it is the most magical day of the year, so worth bringing out the big bucks. Congrats to Good Relations, nicely done.

McDonald’s mosaic

Continuing the ‘perfectly healthy as part of a balanced diet’ theme, onto McDonalds and that stunning mosaic, ‘uncovered’ in Rome.

To be honest, this kind of stunt always speaks to me; years of Madame Tussauds and Legoland work means anything expensively done, with a hook like, “the installation required 18,000 tiles and the talents of 10 mosaic artists to complete,” is right up my alley.

But, imagine this brief dropping into your inbox: “We want you to remind people that the classics are good, please know there’s nothing new, just these same items actually…also global news, please, thanks.”

Imagine then creating this absolute hit.

Love the work, the fact that this total rage bait of a visual was signed off, and the no-budget spared commitment to the bit means I give it top marks. I look forward to seeing two years of mosaics and fake excavations coming our way.

@througheternitytours 🎟️ Book a real mosaic tour with us – no fries involved 💬 Comment below: What would you order in Ancient Rome McDonald’s just dropped a fake Roman mosaic in the middle of Rome. Yes, it’s fake. Yes, it’s hilarious. No, Caesar did not supersize it. But if you’re into real mosaics and ancient stories that actually happened, we’ve got you covered. #McDonaldsRome #FakeHistory #AncientRomans #McMosaicus ♬ Discovery Inspiring 发现启发 - LuLu_Production

Tesco’s nostalgic nightclub

On to Tesco’s ‘90s Club Card pop-up. And I do mean, Club card as in, an actual club. You need the card to get in…interested to know how many times that was pitched. This came complete with selfie check-out stations and WKD. I have a mixed bag of responses.

Firstly, I’ve had loyalty card briefs and they are very, very hard. In some ways, just thrilling to see something like this get signed-off. Congrats on clearing that budget. I also like the layers Tesco has put in; live nostalgic performances, retro furniture, cash on entry at the door with money going to food bank charities. We know the drill, it’s done well here.

But speaking generally about the pop-up, I’m not convinced this works anymore, depending on what it means. I like the return of the nostalgia-stuffed stunt. I'm from the ‘float it down the Thames’ days, and I could think of pop-ups and floaters (in every sense) and make a big thing but also what if it’s really small all day long. Yum. But do the media care? Will they cover it? It’s too soon to say.

At the time of submitting, its latest deals release had secured more coverage than the pop-up. Perhaps that will change (I hope so. I really do like this) but if not, are these big spends (and they are so very big now) worth it? Is ‘brand in hand’ and a nearby celeb enough, if the reality is just one shop in London open for two days, with no additional message other than ‘celebrating’ the brand? Is this simply an expensive in-house anniversary box tick?

@thecomplainingcow Tesco expands the Clubcard offering! #Tesco #TescoClubcard #Clubcard #Nightclub #Nineties #nostalgiatrip #PickAndMix #treats ♬ original sound - The Complaining Cow

Is Greta doing good PR?

Finally, if we’re talking PR stunts this week, we can hardly ignore Greta embedding herself a situation with no place for PR, some might think. We know differently, though, don’t we? Sometimes PR is, in fact, ER.

Was her mission on the freedom flotilla or selfie-yacht, depending on which side you read, PR? The group had a symbolic amount of aid, and according to opponents, they had not partnered with any major humanitarian organisations and had no available plan on how to distribute said aid in an active warzone. But the stunt (if it is one) raised awareness for the cause she wanted to raise awareness for. If it was to get people talking, talking they are. In fact, I’m writing about it right here (I’m pretty sure Stunt Watch coverage was her main aim). Job done again, Greta.

The same can be said about those plastic-wrapped sandwiches, handed to the ‘kidnapped’ group by IDF soldiers, immediately dismissed as a PR stunt by GT (can we?). But the alternative was… not giving sandwiches. Also bad. As you can see, I’ll be heading to start my new role as a columnist at Private Eye forthwith.

*Yes this IS how briefs happen.