In Complicated Times, Simplicity Shines

Is it PR or is it advertising? Do clients even care what it’s called any more? Should it be integrated or standalone, with clear sight of metrics? Should we call ourselves communications, PR, social marketing or something completely different?

In such complicated times, with so many questions being asked before we even think about the question of what actually makes a bloody good story, it was with an enormous grin that I caught wind last night of the #mashtag.

Bird’s Eye, in a moment of sheer genius, is to launch a range of frozen foodstuffs ripe for our engaged, conversational times – potato products in the shape of hashtags and other social media ‘punctuation’ marks. While the intention is apparently that mealtimes become more conversational and what’s on the plate can strike an emotive chord with socially-savvy consumers, the plain truth is that it is just a simply brilliant PR idea. It has editorial potency and brand storyline written all over it (if not yet hashtagged).

Yes hashtags can try the patience of some and be the subject of mocking. But this idea is true to the brand, builds another conversational layer onto its story and is a breakthrough move in sector not typically known for innovation.

It’s a strikingly simple piece of PR creativity and for me underlines again how our industry should be more confident about its value, purpose and ideas.

Some may disagree, but I’m sure you’ll be eating your words.