April Fools' Day! How the industry responded
Top Beer
Yes, that's right, our very own editor Ed Bedington fooled the industry into thinking that Jeremy Clarkson had launched a Top Beer concept.
Sadly, this is not the case. Yet.
Greene King
Apparently launched to coincide with national pet month, Greene King claimed to have devised a menu featuring starters, mains and desserts that dogs can enjoy while their owners spends time at the local.
With quotes from canine nutritionist 'Dr Jacques Russell', the brewer and operator claimed that dogs were deserving of a good offer, and currently got a 'ruff' deal.
Costa
Costa got off to a flyer with a glossy video of their 'Costa and a Kip' campaign where they teamed up with a pillow producer to offer customers a nap in the afternoon.
Clearly cash had been spent on the campaign, with even a micro-site created for the concept, and it paid dividends as the video was widely shared on social platforms.
Premier Foods
Ambrosia launched 'a revolutionary new flavouring technology' in a somewhat leftfield April Fool offer.
The firm claim as part of the 'revolutionary innovation', the seeds from vanilla pods have been introduced into the feed for the cows on the farm, producing milk which contains a unique and authentic vanilla flavouring.
Sarah Gray, Channel Marketing Manager for Premier Foods said: “I was lucky enough to be part of the team leading this initiative, which has included several trips to Madagascar to visit and source the vanilla pods from farms over there.”
'The Gruel Dudes'
A certain foodservice marketing agency sent PMA's food team a press release for a new restaurant concept. Launching a twitter account and a website - http://coolgruel.co.uk/ - it all looked fairly legitimate.
The site claimed for seven days only in Hackney, you could 'Experience a genuine culinary revival. Gruel Dudes will be bringing their delicious recipes based on Victorian formula gruel. Enjoy a hot bowl pimped up with kale shavings and quinoa, all washed down with your choice of paired craft beer or wine.'
Don't be surprised if someone actually runs with the concept now though...
