On Sunday 19th July 2009, every single person in Great Britain is invited to go out into their street and have lunch with their neighbours.
Research has shown that now more than ever, people perceive their local areas as fragmented and impersonal. Whereas communities used to be intimate and caring, people now scurry head-down from their houses, avoiding conversation and remaining largely anonymous.
Yet it is becoming apparent that despite this trend, people genuinely desire more interaction with their neighbours.
The Big Lunch is a national event designed to do just this. For one afternoon, every single person will be encouraged to decorate their street, prepare a meal, go outside and interact.
It is hoped that the Big Lunch will lay the foundations for long-term intimacy between the people of Britain, as well creating a positive event in the British calendar.
The TV campaign was created by McCann Erickson and planned by Universal McCann. Our 40” TV spot takes us on a journey through a neighbourhood (Milton Avenue), meeting each inhabitant of the street as they come together to tell us who they are.
Each person tells us something that the neighbourhood is able to do…The group as a whole is able to do anything because of all of its inhabitants’ collective skills.
They are coming together, just like we want communities to come together for The Big Lunch. Our 10” TV ad has a strong call to action and shows neighbours having a Big Lunch.
Rita Broe, Head of Marketing, UK & Ireland, MasterCard, said: 'As part of our Partnership with the Big Lunch we are committed to telling as many Britons as possible about it. This campaign aims to do that.
The commercial uses the power of our Priceless campaign to show how strong neighbourhoods can be if they act together and share their knowledge, skills and memories.
We are being told by consumers that communities matter to them, now more than ever, and we're hoping that the event and campaign will encourage people to think about re-connecting with their communities, in a simple yet powerful way’.
Programming that particularly resonates with the ethos of the Big Lunch is being considered (local shows, cooking or gardening shows, community-based shows).
During the launch week of the 11th of May, we have placed both 40” and 10” spots in the same commercial break in certain high-profile programs, including the launch spot in the ever-popular and highly relevant Coronation Street.
It is felt that this will help consumers better understand what the Big Lunch is and why it should matter to them.
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