Brand Tracker

Welcome to the automated Brand Tracker diaries.

France

Lidl Launches a Travel Pillow Shaped Like a Croissant

Brand: Lidl

Campaign: NeckCroissant Launch

Source: https://www.marketingdirecto.com/creacion/campanas-de-marketing/lidl-lanza-exquisita-almohadaviaje-forma-croissant-hara-boca-agua

Goal: To promote a unique travel pillow by connecting it to the fashion world

Media: Social media, event activation

Summary: Lidl has launched a cervical pillow shaped like a croissant, named 'NeckCroissant', as part of a campaign during the Paris Fashion Week. The product, aimed at providing neck support for travel and naps, will not be sold in stores but can be won through social media giveaways across 25 European countries. The campaign includes a unique activation at a relaxation area in a Paris hotel and offers participants a chance to win a trip to New York for Fashion Week.

Switzerland

Galaxus: A Web Sitcom Instead of Advertising – Marketing

Brand: Galaxus

Campaign: Galaxus Stories

Source: https://www.persoenlich.com/marketing/eine-web-sitcom-statt-werbung

Goal: To engage customers through creative storytelling.

Media: TikTok, YouTube, Instagram

Summary: Galaxus has launched a web series called 'Galaxus Stories', portraying fictional customer encounters in a made-up Galaxus store. The first six episodes feature various humorous situations, aiming to reflect the quirks of customers and employees. The series is described as a 'creative test balloon' and is designed for social media, encouraging longer viewer engagement.

creative marketing social media web series

Ireland

Our Food Roots Launches Bold New Campaign to Reconnect Young Audiences with Irish Farming

Brand: Our Food Roots

Campaign: We Make Greatness From Grass

Source: https://www.adworld.ie/2026/09/04/our-food-roots-launches-bold-new-campaign-to-reconnect-young-audiences-with-irish-farming/

Goal: Reconnect younger audiences with Irish farming

Claim: We Make Greatness From Grass

Media: social, audio, cinema, digital video, television

Summary: Core has launched a campaign for Our Food Roots to encourage younger audiences, primarily 18 to 34-year-olds, to rethink Irish farming and the food it produces. The campaign features an original song and music video performed by a fictional farming crew called 'The Grazin' Squad' and aims to create a relatable image of Irish beef and dairy for those distanced from farming. The strategy involved using hip-hop culture to celebrate Irish agriculture and make a positive association with it.

agriculture creative marketing Irish farming youth engagement

United Arab Emirates

BMW M ‘Gets Even With Corners’ in Humorous Noir-esque Campaign

Brand: BMW M

Campaign: Get Even With Corners

Source: https://campaignme.com/bmw-m-gets-even-with-corners-in-humorous-noir-esque-campaign-by-serviceplan-middle-east/

Goal: Encourage potential customers to experience driving a BMW M car.

Claim: Get Even With Corners

Media: Online film

Summary: BMW M's new campaign, 'Get Even With Corners', humorously portrays a courtroom drama against the frustrations of corners in a noir style. It aims to engage potential drivers by highlighting the unique driving pleasure offered by BMW M vehicles when navigating corners.

automotive advertising BMW M creative marketing customer experience

Croatia

From Customized Orders to Starbucks’ Summer Platform

Brand: Starbucks

Campaign: Pink Energy

Source: https://www.media-marketing.com/vijesti/od-prilagodjene-narudzbe-do-ljetne-platforme-starbucksovog-brenda/

Goal: To create a seasonal identity around the Pink Drink and engage customers.

Media: social media, digital channels, physical locations

Summary: Starbucks has developed the Pink Energy campaign to build a broader summer platform around its popular Pink Drink, which evolved from customer adaptations to become a permanent menu item. Launched in late June, the campaign features merchandise and new frozen drink offerings linked by their pink color, focusing on confidence, creativity, and personal atmosphere rather than productivity. The campaign will continue throughout summer across various media.

creative marketing Pink Drink Starbucks summer campaign

Austria

Brand Collaboration: How Ottakringer-Frucade Creates a Fan Song from Social Media Comments

Brand: Ottakringer

Campaign: Fan Song from Social Media Comments

Source: https://www.horizont.at/marketing/news/marken-kooperation-wie-ottakringer-frucade-aus-social-media-kommentaren-einen-fan-song-macht-102717

Goal: Engage fans and create community

Claim: Creating a song from fan interaction

Media: Social Media

Summary: Ottakringer collaborated with Frucade to create a fan song inspired by comments from social media users. This campaign aims to engage fans and foster a sense of community, showcasing how user-generated content can lead to creative marketing initiatives.

creative marketing fan engagement social media