Guerrilla marketing has long been celebrated for its ability to captivate audiences through unconventional and cost-effective strategies. In 2024, this approach continues to evolve, with brands, particularly in the UK’s food and beverage sector, embracing innovative tactics to engage consumers.

Understanding Guerrilla Marketing

Guerrilla marketing is a strategy that employs surprise or unconventional methods to promote a product or service. It often relies on personal interaction, has a smaller budget, and focuses on smaller groups of promoters to get the word out in a particular location.(Investopedia)

Some campaigns you may have seen:
  1. Oatly’s Bold Campaigns
    Oatly, the Swedish oat milk company, has made significant inroads into the UK market with its audacious marketing tactics. Their campaigns often feature self-deprecating humor and unconventional messaging that challenge traditional advertising norms. For instance, their “It’s like milk, but made for humans” slogan sparked conversations and debates, effectively increasing brand visibility.(FoodBev)
  2. Heinz’s “Edchup” Collaboration
    In a playful collaboration with singer Ed Sheeran, Heinz introduced “Edchup,” a limited-edition ketchup bottle featuring Sheeran’s iconic tattoo. This unexpected partnership garnered widespread media attention and engaged fans across the UK, blending pop culture with everyday products in a memorable way.
  3. Greggs’ Vegan Sausage Roll Launch
    Greggs, the UK bakery chain, generated buzz with the launch of their vegan sausage roll. They employed guerrilla tactics by sending samples to influencers and creating humorous social media content, leading to extensive coverage and discussions, thereby reaching a broader audience.
Why Guerrilla Marketing Works

The success of these campaigns underscores the effectiveness of guerrilla marketing in the food and beverage industry:

  • Cost-Effectiveness: By leveraging creativity over large budgets, brands can achieve significant impact without substantial financial investment. (Investopedia)
  • Memorability: Unconventional campaigns create strong emotional impacts, leading to increased brand recall and word-of-mouth recommendations. (Breakcold)
  • Engagement: Interactive and surprising elements encourage consumer participation, fostering a deeper connection with the brand.
Implementing Guerrilla Marketing in Your Strategy

For brands considering guerrilla marketing, it’s essential to:

  • Understand Your Audience: Tailor campaigns to resonate with your target demographic’s values and interests.
  • Be Authentic: Ensure that the campaign aligns with your brand’s identity and message.
  • Plan for Virality: Design campaigns with the potential for social sharing to amplify reach.

In 2024, guerrilla marketing remains a powerful tool for brands aiming to stand out in a crowded marketplace. By embracing creativity and authenticity, companies can forge meaningful connections with consumers, driving both engagement and loyalty.