The Rise of Product Memes

This Valentine’s day has seen the internet go crazy for a number of carnivorous delicacies. First it was M&S’s innuendo-loaded ‘Love Sausage’, a heart-shaped pork sausage wrapped in streaky bacon which went viral. Then Morrison’s followed up with its romantic offering: a (slightly sinister) heart-shaped steak. What’s the logic behind the increase in these meaty gimmicks? They sell themselves.

New audiences

Incongruous with M&S’s luxe take on marketing, the Love Sausage didn’t fit with the brand’s usual tone of voice. However it worked! Selling out in many stores within minutes and bringing a new pun-loving consumer through the doors. Similarly, when Greggs launched its vegan sausage roll in January it gained a cult following amongst a new group of more conscious consumers. (The ones who only ever indulged in the pastry chain when they were really hungover). Therefore PR strategy hit the nail on the head, creating a fan club of journalists who lapped up their sausage roll phone cases and Greggs Christmas jumpers. In turn, ensuring the coverage spanned from WalesOnline to Vice. And it even achieved 2019’s ultimate KPI: it pissed off Piers Morgan.

Designed to be shared

Product memes aren’t new. In fact, fashion and lifestyle brands have been using this technique for years by collaborating with designers, creating ranges with built-in shareability. Take any one of Viktor & Rolf’s ‘grammable slogan dresses, or IKEA’s ‘KEEP OFF’ doormats designed by Virgil Abloh which sold for over a grand. Nowadays other brands beyond fashion and furniture are getting in on the action without the need for an expensive collaboration, creating products that are innately PR-able and earn loads of reach for free!

Co-creation

If product memes shift stock, attract new audiences, and create brand fame, we as agencies need to consider how we fit into the picture when it comes to product development. Closer collaboration with product designers and brand teams will help us create more holistic campaigns that tell authentic stories without big media budgets. Plus, you might even rile Piers Morgan!

Our Advertising Agency

At Don’t Panic, we don’t just talk the talk – we’re busy walking the walk too. To see our work, click here, or if you’re after an attention-grabbing campaign of your own, click here.