Cost-of-Living Crisis: Insightful UK Brand Approaches

Shelter Campaigns for Government Accountability

In September, British homelessness charity Shelter – which has extensive experience in political lobbying – launched an out-of-home and online campaign calling for social solidarity and government intervention on housing, and encouraging donations. It mocks the tips proposed by politicians to ease financial stress – like reusing old teabags or cancelling Netflix subscriptions Such hacks threaten to overshadow or even trivialise systemic issues at hand, from housing to the energy crisis.

Posters were unveiled nationwide, including outside the ruling Conservative party’s conference in Birmingham. An accompanying microsite also encouraged people to contact their local MPs, providing a pro-forma email on ending homelessness resulting from the cost-of-living crisis. Additionally, Shelter delivered beer mats emblazoned with campaign artwork to pubs to prompt conversation, established an editorial partnership with youth-centric title Vice, and published posts on social networking site Reddit.

Channel 4 & Brand Partners’ Cost-of-Living Ad Break

On October 7, UK broadcaster Channel 4 ran a bespoke cost-of-living ad break in primetime slots during chat show Steph’s Packed Lunch and armchair critics programme Gogglebox. The commercial was developed in partnership with supermarket Co-op, health and beauty retailer Boots, price-comparison site Go.Compare, and telecom brands Giffgaff and Vodafone (all British).

The ad highlighted the various strategies these companies are adopting to ease financial stress – like Co-op’s community fridges, Boots’ new essentials line, and Giffgaff’s commitment to freeze tariffs. With prices of everyday necessities rapidly increasing, almost four in 10 (39%) British consumers aim to prioritise value for money over brand loyalty (Pay.UK, 2022), while 24% plan to spend more time shopping around for lower prices (Toluna Corp, 2022)

Iceland & Sainsbury's: Interest-Free Loans & Educational Storefront

Offering a radical approach to financial aid, in August, British supermarket Iceland launched an interest-free personal loans programme to help customers until they’re more financially secure.

Other brands – including UK supermarket Sainsbury’s – have opted for bricks-and-mortar marketing. In September, the retailer opened a store in east London that sought to educate consumers on saving money by reducing food waste, with hacks on how to freeze items that aren’t usually frozen. It also gave away free frozen produce.