During the coronavirus pandemic, some brands have struggled to stay afloat, while others launched creative new ways to reach their audience. Keep reading below for the new campaigns you need to know about this week.

Kraft Heinz Launches a New Podcast

Hearing that the famous ketchup brand had developed its own podcast was not quite the news story we expected this week, but we’re into it nonetheless. Kraft Heinz’s new podcast, called “Table Stakes,” launched its first three episodes launched this week, giving listeners the inside story on their various food products. Some featured products include lesser-known brands, including ones exclusive to European markets, where podcast listening has taken off during the coronavirus pandemic. The podcast will also focus on brands that have yet to take off with millennials, who are the most avid podcast listeners.

The podcast comes after a significant sales boost for the company due to the pandemic. More brands have also recently moved to create their own podcasts rather than advertise on an existing program, hoping to capture audience’s attention on industry-related topics. Find out more about “Table Stakes” here: https://www.marketingdive.com/news/kraft-heinz-offers-peek-behind-packaged-foods-curtain-in-1st-podcast-series/581314/

Quibi Struggles to Earn Viewers

The social media world was abuzz about short-form video streaming platform Quibi debuted back in April. However, since then, the app has only converted 8 percent of its free trial users, totaling 72,000 paying subscribers as of last week. In comparison, Disney+ converted 11 percent of its nearly 10 million trial users within the first three days.

So why has Quibi struggled when other video apps like TikTok are more popular than ever? Some critics blame poor marketing, others cite its lack of support on smart TVs, and Quibi’s own co-founder is pointing a finger at the coronavirus. The platform also doesn’t yet have any notable popular shows to earn waves of new customers. Learn more about Quibi’s struggles here: https://www.theverge.com/2020/7/8/21318060/quibi-subscriber-count-free-trial-paying-users-conversion-rate

Kroger Introduces In-Store Audio Ads

This month, Kroger partnered with an audio advertising firm to create a programmatic audio ad platform that will reach customers while they’re shopping in Kroger stores. The ads, which will be available for any products Kroger carries, will hit more than 2,000 Kroger stores across the country. With this platform, food brands will have the opportunity to influence buyers while they’re walking the aisles.

While the programmatic ads won’t be personalized, they can be targeted to stores based on factors like weather and current local events. Throughout the last year, Kroger has shown a new commitment to digital media in general, with online ad campaigns and a focus on their mobile app. Check out more information on their new platform here: https://www.marketingdive.com/news/kroger-to-launch-targeted-audio-ads-in-store/581317/

A Quarantined Red Nose Day

Comic Relief’s annual Red Nose Day faced some challenges with their campaign this year in light of the pandemic. Typically, the charity would start marketing Red Nose Day in late February by selling red foam noses at Walgreens stores. Once the coronavirus exploded, though, they obviously couldn’t encourage faced masked consumers to wear the noses. Instead, the brand quickly pivoted to a virtual Red Nose Day, starting with a red nose filter on Snapchat, Instagram and Facebook Stories.

In the future, the data gathered from the filter usage will help Comic Relief improve their digital campaign efforts. In addition to the social media filters, NBC also hosted their planned Red Nose Day broadcast in May, with their anchors hosting from home and pre-recorded messages from celebrity partners. Despite the new challenges, Comic Relief still raised more than $30 million for children affected by poverty, a cause that hits especially hard under pandemic circumstances. Read on about the campaign here: https://www.thedrum.com/news/2020/07/09/red-nose-day-without-red-noses-how-comic-relief-turned-over-new-leaf-lockdown