With brands going into overdrive to put their mark on the celebrations for this weekend’s Royal Wedding, we pick out the best and the most memorable campaigns, limited-edition products and activations from the US and the UK.
On Saturday the eyes of the world will be trained on the Berkshire town of Windsor, where Prince Harry will be tying the knot with American actress Meghan Markle.
The opportunity to dust down the cultural stereotypes and bust out the puns has proved to be too tantalising for many brands to resist. Fast food, FMCG, automotive, entertainment and hospitality brands have all found imaginative ways to celebrate the traditions of the Royal family, the merger of British and American cultures and the happy couple themselves.
Right royal revelry
Many brands are taking the opportunity to premiumise their products as a nod to Royal traditions:
SodaStream Royal Edition
Flavoured sparkling drink makers SodaStream have created a limited-edition range of bottles, whose tops have been inspired by hats worn by the Royal Family. The Royal Edition bottles have the date and the couple’s names etched on them. All proceeds from the sales of the products will go to the Surfers Against Sewage charity, which promotes a world without plastic waste.
Legoland’s Royal Wedding scene
Legoland, which is less than three miles away from the wedding venue in Windsor, has paid tribute to the occasion by producing a 39,960 brick depiction of the day. It shows Harry and Meghan standing in front of Windsor Castle. Other notable characters on display amongst the crowds include The Queen, The Spice Girls and David Beckham.
Velveeta’s The Royal Guide to Being a Princess
Macaroni cheese brand Velveeta has created a humorous advertising campaign that shows a woman being trained to behave like a princess by a man in a Queen’s Guards’ hat. After depicting that it’s actually no fun being a princess, the spot ends by telling viewers they can “Eat Like A Queen” and pointing them towards the brand’s microsite royallytreatyourself.com
KFC Royal Wedding Bucket
After hearing that Prince Harry proposed while cooking roast chicken for Meghan, KFC decided to create a bucket meal fit for a princess. The Royal Wedding Bucket comes in a limited-edition bucket with golden trim and a gold KFC logo, while on the back there’s a crest featuring the date alongside the British and American flags.
Sadly, though, they will only be available on the wedding day in the closest branch to the venue on Dedworth Road in Windsor.
The union of British and American cultures has captured the attention of many brands:
McVitie’s Chocolate Fudge Brownie Digestives
British biscuit brand McVitie’s has injected a slice of Americana into one of its traditional staples. The Digestive biscuit has been revamped with a Chocolate Fudge Brownie flavour. The brand used a Twitter poll to decide the flavour, with Mississippi mud pie, peanut butter and jelly, and pecan pie all missing out. Only 50 packs have been made, which will all go to Twitter competition winners.
Strongbow Royal Rosé Teacup Set
British cider brand Strongbow has created a quite unique way to raise a glass to the happy couple by merging together two things that Americans apparently really love right now – rosé and British afternoon tea. The Strongbow Royal Rosé Teacup Set includes a bottle of the brand’s Rosé Apple cider and a china saucer and teacup. Jessica Robinson, vice president of Portfolio Brands, said: “Through the union of our British heritage and a modern twist on rosé, we are marrying two of America’s latest obsessions just in time for the fairytale Royal Wedding.”
Burger King’s Royal Wedding Chicken Royale
Burger King in the UK has tweaked its Chicken Royale sandwich for the Royal Wedding. It has injected an American flavour with the addition of BBQ sauce and pays homage to the couple’s wedding rings by placing two onion rings on top of the breaded chicken fillet.
Celebrating the happy couple
Some brands have focused their innovations on the happy couple themselves:
M&S becomes Markle & Sparkle
Quintessentially British supermarket Marks & Spencer has welcomed Meghan to the family by rebranding its Windsor store for the weekend. Brand signage outside the store now reads: Markle & Sparkle.
Tyrells Ginger and Sparkle
British potato chip brand Tyrells has released a limited-edition flavour called Ginger and Sparkle (ginger in reference to Harry’s hair colour and Sparkle, presumably, because it rhymes with Markle).
The parsnip chips are flavoured with ginger and sweet honey and are sprinkled with edible glitter.
Adam Draper from Tyrrells said: “The royal wedding is a massive event for the British public this year and, as a quintessentially British brand, who prides itself on creating delicious but quirky products – we wanted to go above and beyond to mark the occasion.”
British Airways Harry and Meg(h)an tribute
A British Airways flight on Saturday between London and Toronto (where Meghan used to live) will be staffed exclusively by people named Harry, Megan and Meghan. It will be flown by Senior First Officer Harry Blake, while the cabin crew will include seven Megans, one Meghan and two Harrys.
In addition, any BA passengers with those names will be given exclusive access to the airline’s first class lounge. All passengers will be served lemon and elderflower Victoria sponge cake, the same flavour as the royal couple’s wedding cake.
Super Mario Odyssey
Nintendo used a poster campaign on the London Underground to send best wishes to Harry and Meghan. The Super Mario Odyssey poster features Mario and fellow Nintendo character the Princess Peach and has the message: Hats off to the Royal couple.
Mini’s commemorative Royal Wedding car
Mini has created a one-off special edition car to celebrate the big day. At first glance the 3-Door Hatch may look like a standard Mini, but it includes a range of intricate design touches that allude to the occasions. For example, the roof includes a graphic that is a juxtaposition of the colours of the UK’s Union Jack and the stripes of the American flag, while the couple’s names and the date are embossed inside. After the wedding Mini will donate it the couple’s chosen charity, The Children’s HIV Association.