Our favourite PR stunts of the year so far

Being in the industry we’re in, we’re sceptical about almost every news story we read – always expecting that the latest celebrity couple has been set up by management and intentionally papped, or that that big news story about a brand has actually been carefully orchestrated by their PR team. That said, we’re also quick to give credit where it is due when a PR stunt achieves exactly what it set out to do, namely press coverage and increased brand awareness. So, in celebration of the great PR teams out there (and in no particular order), here is a round up of our favourite stunts of the year so far:


Lyst ‘kidnaps’ DHL driver and demands 1,000 Vetements-style t-shirts

When Vetements introduced a DHL tee in to its collection, the fashpack went wild, with e-commerce platform Lyst stating that more than 30,000 shoppers had searched for the style on its site in just one week. In celebration of that fact, the Lyst press team set up a ‘kidnap’ of a DHL driver, demanding 1,000 of their t-shirts to replenish the sold out style. The team even set up a Twitter account for the ‘kidnapped’ driver and enlisted a professional photographer to document the whole ‘kidnap’. We just hope DHL drivers around the world have been taught to exercise caution against fashionistas and that the driver made it out safely (with the shirt still on his back!)

Cup a Soup uses Joey Essex to launch its Deliciously Thick range

Batchelors, the company behind Cup a Soup, played the current high-interest in reality TV stars perfectly for the launch of its new Deliciously Thick range, appointing TOWIE star Joey Essex as the face of its campaign. Famed for lines such as “Who’s the Prime Minister of Essex?”, Cup a Soup created a tongue in cheek ad playing on Joey’s perceived naivety and immediately appealed to a huge demographic. Well played, Cup a Soup.


Odeon rebrands as Leodeon

A few days before this year’s Oscars, the Odeon cinema in Leicester Square rebranded itself as Leodeon, in support of Leonardo DiCaprio’s Oscar bid. Quite a simple and self explanatory campaign and a great example of tapping in to the (showbiz) news agenda.

Kwik Fit launches Fit Kwik

To tie in with the ‘new year, new me’ ethos that everybody seems to adopt after an indulgent Christmas break, Kwik Fit launched Fit Kwik – fitness classes designed to help those looking to lose their spare tyre (pun definitely intended!)

The classes were held at the company’s New Kent Road centre every Sunday in January and featured an exercise regime devised by a personal trainer, using car and van tyres. A sensational campaign that jumped on board the current trend for fitness – a trend which is especially heightened in January. Well done Kwik Fit.


Graham’s delivers 3ft x 2ft block of butter to Danish goalkeeper

Ahead of the Scotland v Denamrk football friendly last month, Scottish butter maker Graham’s had a supersized block of butter delivered to Danish goalkeeper Kasper Schmeichel in the hope that it would bring literal meaning to the phrase ‘butter fingers’. It seemed to work – Scotland won 1-0 and Graham’s got the publicity it so deserved.

Are there any campaigns you think we’ve missed? Let us know over on Twitter – we’re @Avant_PR.

– Jazmin Cabrera, Director and Co-Founder 

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