To kick off the new year, brands are partnering with other companies and celebrities alike to increase their reach and connect with their audiences. Catch up on the most interesting stories we’ve been reading lately in our Weekly Must Reads.

Martha Stewart & Tito’s Take on Dry January

Vodka brand Tito’s is not only aware of consumers’ Dry January challenge, they’re in support of it. To help their audience achieve their alcohol-free month, the company enlisted lifestyle guru Martha Stewart to demonstrate the many ways Tito’s can be used for household tasks. The new ad, called “DIY January,” shows Stewart using the alcohol to eliminate odors and create pasta sauce, among other clever activities. In addition to the spot, Tito’s also launched a set of bottle-toppers that will help customers accomplish these tasks.

Other alcohol brands have also taken a more supportive approach to Dry January this year. MolsonCoors has promoted Miller64, their low alcohol content beer, for Dry-ish January, while Heineken has pushed its non-alcoholic beer this month. You can check out Tito’s latest ad here: https://www.adweek.com/creativity/why-martha-stewart-is-using-titos-to-clean-her-home-this-january/

Kenan Thompson’s Old Navy Internship

To kick off their first marketing campaign of 2023, retailer Old Navy has partnered with comedian-turned-“intern” Kenan Thompson. In the first spot, Thompson arrives for the first day of his internship at Old Navy and discovers all the other interns are elementary school students. In the subsequent five ads, Thompson and his mini co-workers continue to have humorous interactions as they learn about various business functions at the company.

According to Old Navy, the campaign was created for pure entertainment value as well as brand awareness. Though the company is at the center of the content, the ads all shy away from hard selling or deal-focused language. Learn more about the campaign and how you can watch the video series here: https://www.retaildive.com/news/Old-Navy-Kenan-Thompson-lil-interns-marketing/639554/

Chipotle & Snapchat Unite for Quitter’s Day

January 13 is infamously known as “Quiter’s Day,” or the date that many people abandon their New Year’s resolutions. To help customers get past the mid-January hump, Chipotle has crafted seven new healthy Lifestyle Bowls. In order to promote the menu items, Chipotle partnered with Snapchat on an augmented reality filter. According to the brands, the filter will “encourage fans to move their body and calm their mind” with meditation and Chipotle-themed exercises. They also announced 100,000 customers who use the filter will receive a code for free guacamole.

For years, Chipotle has been a leading brand in gamifying rewards and utilizing emerging technology. Their newest venture hopes to reach their key Gen Z and Millennial audience with a more modern take on health and wellness. Find out more about their new bowls and campaign here: https://www.thedrum.com/news/2023/01/03/chipotle-debut-wellness-inspired-ar-snapchat-lens-quitters-day

Meta & IRI’s Data Integration

After recent changes to user privacy from Apple, Meta is taking action to provide its advertisers with better data. Facebook and Instagram will now offer data integrations with IRI’s Ansa Measurement Solution, which will help retail brands track results across social media campaigns and in-store sales. According to the brands’ press release, Ansa will help advertisers automatically target key audiences and optimize campaigns based on their stores’ sales.

Connecting the effectiveness of digital campaigns to in-store sales has been a challenge for marketers for years. Because nearly two-thirds of all retail shopper marketers use Meta’s advertising platform, this partnership has the potential to transform the way brands track social data. Read up on all of Ansa’s capabilities here: https://www.businesswire.com/news/home/20230104005840/en/Meta-and-IRI-to-Provide-Closed-Loop-Shopper-Marketing-Solution-Combining-Instagram-Facebook-and-IRI%E2%80%99s-Ansa-Measurement-Solution