April Fools' Day
April Fools' Day, is the one day of the year when scepticism is at an all-time high and laughter is the currency of choice. It's a day where even the most serious of companies loosen their ties and dive headfirst into the world of whimsy, all in the name of brand engagement and, let's face it, a good old-fashioned laugh.
From tech giants to fast-food chains, no business is safe from the allure of April Fools' antics. And let me tell you, some of the stunts they pull are nothing short of genius.
The good, the bad and the ugly
Evri
The courier firm we all have a love-hate relationship with, Evri rolled out couriers on roller skates this April 1st. In a smart branding opportunity, they spoke about how this innovative way of delivering parcels could help them meet their goal of being net zero by 2035, whilst increasing the fitness of their couriers. They even recommended they’ll be using skis for when the weather makes a turn.
Knorr
We all know one, a fussy eater, the one who exclaims ‘I hate vegetables’ as you’re plating up a Christmas dinner – although where sprouts are concerned who can blame them? Well, it turns out they could just be one of the people with a variant of a gene called TAS2R38, which turns people into 'supertasters'. Knorr cleverly tapped into this insight introducing their new veggie stock cube that gets rid of the bitterness these people taste – sharing the love of veg for all.
Purple Bricks
It’s been a long time since Jeremy Kyle has been on our screens with his infamous lie detector. But Purple Bricks bought it back in their brilliant April Fools fun – an app with an in-built BS detector. So, when your estate agent does or says something that could leave alarm bells ringing, your phone pings. With over three-quarters of Brits being put off by estate agents maybe this is something we could actually do with?
Currys
We’ve all heard the news recently – there are 20,700,000 unused but working tech electricals – worth a possible £5.63 billion. So tech giant, Currys, took it upon themselves to offer curries in exchange for unwanted tech items outside of all of their stores for one day only, April 1st 2024.
Gaucho
And last but not least, and yes it’s a shameless plug but we had to put it in… Can you imagine a steakhouse that doesn’t serve steak? Gaucho made restaurant history, by transitioning from a steakhouse to entirely plant-based dining. No bull. It was a bold move. Their April Fools joke of a steakhouse going veggie, really did the trick and got candidates talking with our #NoBull campaign.
What does it teach us?
April Fools' Day reminds us of the power of creativity. The best are often the ones that catch us off guard. In a world saturated with advertising messages, being able to come up with something truly original can set your brand apart from the competition.
Secondly, April Fools' Day teaches us the importance of timing. Pulling off a successful joke requires careful planning and execution, and the same can be said for any marketing campaign. Whether you're launching a new product or rolling out a seasonal promotion, timing is everything.
But perhaps the most valuable lesson we can learn from April Fools' Day is the power of humour. Everywhere we turn today we’re greeted by an onslaught of serious news and people telling us what we should and shouldn’t be doing – that’s why humour in advertising is coming back in a big way, to give us all a breather from life. After all, who wouldn't want to do business with a company that knows how to have a little fun?
So the next time you're brainstorming ideas for your next marketing campaign, take a page out of the April Fools' Day playbook. Get creative, think outside the box, and don't be afraid to inject a little humour into your messaging.
