Big brands abroad

Remember the scene in Pulp Fiction when Sam Jackson and John Travolta are discussing Big Macs? Travolta (as hitman Vincent) is amazed to learn the burger is called a Royale in Parisian outlets, assuming McDonalds restaurants to be identical the world over.

In reality, of course, nobody dropping in for a Big Mac in any territory, from Red Square to Rangoon, would be too surprised. Allowing for slights tweaks in the recipe (halal in Muslim countries, kosher in Israel) and, as in France, some creativity with the menu, Vincent would always find his dining experience reassuringly familiar. Indeed, this is the food chain’s whole market position: wherever you are, whatever you’re doing you only need to look for the golden arches to be sure of a reliable burger experience.

Blow your house down

In comparison with the tabloids, The Guardian uses television advertising sparingly. This may be a cost consideration, but actually ensures a rather pleasing impact when a spot does appear.

In the past, the paper’s TV efforts have been intriguing, thought-provoking and intelligent. The messaging always avoids pointing to features, writers or columns in favour of promoting an overall ideology of free-thought, objectivity and integrity. The Guardian knows its target audience well (left-leaning, intellectual, politically engaged and opinionated) and is very adept at reaching out to them. The most notable example was the ‘skinhead’ execution of their ‘Whole Picture’ initiative in 1986.