The Marketer’s Storybook: Haute Cross Buns, TikTok Triumphs, Brand Romcoms, and More
This week, marketing is making headlines in some fabulously unexpected ways. We’re talking about high-fashion hot cross buns (yes, really), TikTok’s growing influence in B2B marketing, and Birkenstock’s courtroom battle to be recognized as art. Meanwhile, BIC is reimagining Shakespeare with AI, Burberry is trying to reclaim its luxury throne with a star-studded campaign, and Chili’s is turning National Margarita Day into a Lifetime romcom event. Plus, the next chapter in the “death” of Duolingo’s mascot, a TikTok telenovela drama from E.l.f. Cosmetics, and IKEA slides into the DMs of sleepless Canadians. Let’s dive in!
This Week’s Marketing Stories
A curated mix of breaking news, insights, and trends, each with actionable takeaways to inspire your brand storytelling.
1. Asda’s Hot Cross Buns Get the High-Fashion Treatment
To celebrate Easter, Asda is launching a Haute Cross Couture range featuring a limited-edition Hot Cross Bum Bag just in time for London Fashion Week. Yes, a fashion accessory inspired by hot cross buns! This quirky campaign aims to drive record-breaking sales of the seasonal treat, with Asda forecasting over £5.6 million in sales.
Key Takeaway: Fun, fashion-forward food campaigns generate buzz and consumer engagement. Limited-edition collaborations and playful brand activations can make seasonal staples feel fresh and exciting. Read more
2. B2B Marketing on TikTok: What You Need to Know
Forget just targeting Gen Z – TikTok is becoming a serious B2B marketing tool. With nearly 50% of U.S. adults reachable on the platform, decision-makers and industry professionals are tuning in. B2B brands like Adobe, HubSpot, and Zendesk are using TikTok for thought leadership, behind-the-scenes content, and influencer collaborations.
Key Takeaway: TikTok isn’t just for consumer brands – it’s a prime space for B2B brands to educate, engage, and build trust. Marketers should lean into short-form video strategies to reach decision-makers and develop a strong employer brand where they scroll. Read more
3. BIC Brazil Rewrites Shakespeare with AI and a Single Pen
To celebrate 75 years of the BIC Cristal pen, BIC Brazil used AI and a robotic arm to recreate Shakespeare’s Romeo and Juliet in his original handwriting – all using just one pen. The campaign blends technology and tradition to highlight BIC’s legendary durability.
Key Takeaway: This is a remarkable brand storytelling project, capturing the nostalgia Romeo and Juliet and bringing it to life in a new way with technology. The fact that AI and a specially designed robotic arm can be designed to mirror Shakespeare’s handwriting is mind-bowing, allowing the campaign to connect BIC’s past and future in an innovative way. Read more
4. Birkenstock’s Sandals Are Not Art, Says German Court
Birkenstock lost a legal battle to classify its iconic cork-soled sandals as art to secure copyright protection. The German court ruled that the shoes serve a practical purpose rather than showcasing individual creativity. Birkenstock called the decision a “missed opportunity for intellectual property protection.”
Key Takeaway: Not everything can be copyrighted. Brands looking to protect their designs should explore alternative IP strategies, such as trademarks and design patents. Read more
5. Can Burberry Weather the Storm?
Burberry is struggling, with luxury sales down and its valuation cut in half since 2019. The brand’s new campaign, It’s Always Burberry Weather: London in Love, brings in British icons like Kate Winslet and Richard E. Grant to reinforce its heritage. But will it be enough to revive the brand – and its sales?
Key Takeaway: Luxury brands need to balance heritage with modern relevance. I love the spirit of this campaign, with a range of brand stories celebrating Londoners, love and the ever unpredictable British weather. I believe Burberry’s return to its roots will resonate (it does with this fan of its heritage pieces), and I hope the brand can rise again. Read more
6. Chili’s and Lifetime Team Up for a Margarita Day Romcom
Chili’s is celebrating National Margarita Day with a 15-minute Lifetime romcom, I’ll Be Home for National Margarita Day. Starring Maria Menounos and Taye Diggs, the film playfully embraces Lifetime tropes while promoting Chili’s $5 margarita specials.
Key Takeaway: What a clever idea to remake a Lifetime romcom to the theme of National Margarita Day! By tapping the storytelling style of a romcom and bringing in celebrity talent, Chili’s has showcased how you can create a longer form brand story that viewers want to watch from start to finish. Read more
7. Are Coupon Browser Extensions Stealing Creators’ Money?
A wave of lawsuits claims that browser extensions like PayPal Honey are hijacking affiliate commissions from social media creators by replacing their links at checkout. The legal battle could reshape how digital marketing credits sales.
Key Takeaway: I shared this story in an earlier edition of this newsletter and wanted to follow it as it evolves. As affiliate marketing grows, transparency and fair attribution are critical. Brands and creators alike must push for policies that protect their revenue streams. Read more
8. Duolingo ‘Kills’ Its Mascot with a Cybertruck – and Wins Big
In a bizarre but wildly successful stunt, Duolingo announced its mascot Duo was “killed” by a Cybertruck, sparking viral engagement. The campaign, tied to an in-app game where users can “save Duo” by completing lessons, drove record app downloads.
Key Takeaway: Duolingo continues to take unhinged storytelling to new levels. This initiative was originally positioned as a re-brand – but it turned out to be anything but. By pairing shock value with humor and regular updates moving the story forward, Duolingo once again showed the world how to push the boundaries of brand marketing and storytelling. Read more
9. E.l.f. Cosmetics Channels Telenovela Drama for Social Campaign
E.l.f. Cosmetics is launching a TikTok and Instagram campaign in Mexico inspired by telenovelas. Descubre e.l.f.ecto is a two-episode mini-series filled with over-the-top drama to highlight E.l.f.’s affordable beauty products in Sephora Mexico.
Key Takeaway: While e.l.f isn’t the first brand to tap the telenovela storytelling style, the exaggerated tone of voice and storylines make for an entertaining watch. Also of note for companies that ask me how to highlight regional campaigns on a global social media channel is the use of Spanish language in the audio with written English sub-titles, allowing this campaign to have relevancy beyond Mexico. Read more
10. IKEA Canada Surprises Sleepless Scrollers with Late-Night Giveaway
IKEA Canada took a playful approach to its latest campaign, sliding into the DMs of sleepless Canadians with a simple “u up?” message between 10 PM and 5 AM. Those who responded were surprised with a free mattress, making their late-night scrolling a little more rewarding. For those not lucky enough to win a free matters, IKEA promoted a 15% discount on mattresses and other sleep-related products from February 10-23.
Key Takeaway: IKEA’s real-time engagement strategy taps into a relatable consumer habit – insomnia and late-night phone use – and turns it into a fun brand moment. I’ve always been a believer that brands should maximize their DMs and online mentions more to drive sales, plus surprise and delight loyal fans. This activation, amplified by influencers and the broader 15% discount on mattresses and sleep-related products, reinforces IKEA’s positioning in a buzzy way. Read more
My Stories
What is London Like In January?
For those of you who don’t enjoy watching YouTube videos, I also shared an update on my life outside of work during the first month of the year. Think New Year’s Day rituals, long walks around London, plus some wonderful activities and discoveries: Read more
New On My London Guide: Megan’s, No 32 The Old Town, Oriole, The Barbary Notting Hill, The Ivy Tower Bridge
It’s time for another update of my London Guide! If you are new to my blog, I update my London Guide monthly. The guide is basically just one big landing page on my blog and it is completely free. It features all the places I have personally visited, with my honest feedback on them: Read more
Unlock More of My Stories
🌍 Website: JessicaGioglio.com Your one-stop shop for all my books, speaking engagements, and blog posts on marketing and storytelling.
📚 Books:
- The Power of Visual Storytelling: Learn how to shape a visual story around your brand using images, videos, GIFs, infographics, and more. Get your copy here.
- The Laws of Brand Storytelling: The definitive guide to using storytelling to win over customers’ hearts, minds, and loyalty. Grab it here.
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Until Next Time
Thank you for being part of this journey. Whether you’re here for marketing trends, storytelling inspiration, or both, I’m so grateful to have you along for the ride.
Keep telling the stories that matter, Jessica