18 May Did someone say ‘wedding’?
Even the sound of Royal wedding bells can’t drown out the ringing of the tills this weekend.
As Prince Harry and his bride-to-be prepare to say their vows, some of the biggest names in British retail are looking to share that loving feeling.
The wedding is expected to boost the economy by as much as £80 million, with food and drink a major part of the celebrations.
Ardent royalists – or just those looking to throw an unforgettable street party – can pick up all kinds of ‘Harry and Meghan’ themed food and drink.
But this isn’t simply about piggy-backing the party of the year. Getting a slice of the royal wedding action is also an amazing opportunity for brands to innovate. It’s a dazzling occasion to try something new without having to commit to making it part of their core range.
Take Heck’s Majestic Pork Sausages. Will its combination of sweet ginger and American mustard prove a perfect match, or will customers break up with the unusual banger? Gu’s Royal Wedding Edition Lemon and Elderflower Cheesecakes is another example of perhaps testing the public reaction to a new flavour. All we need now is something borrowed and something blue.
This weekend also provides the perfect opportunity to boost sales and attract new customers to your best-selling brands. Wedding hats off to Asda for its Markle Sparkle Prosecco promotion, selling its popular Yellow Label Prosecco with £1 off, taking the price to a tasty £5 a bottle.
Some brands are looking to create a more lasting legacy. Tesco and M&S have gone for the ultimate keeper, traditional biscuit tins filled with shortbread and emblazoned with all the important details from the day.
Others retailers want to be seen as ‘the’ place to head for a party. Iceland has created an £8 replica of how it thinks the wedding cake could look, as well as a three-course wedding banquet for six people for a majestic £30.
Forget the wedding itself, the real planning for May 19 2018 has gone into creating these special edition products. The test will be how much impact these one-offs have on long term sales. These brands are looking for a halo rather than a crown, hoping the wedding effect will last way beyond a honeymoon period.