UK brands encourage customers to ‘Enjoy Summer Safely’

A new campaign is looking to kickstart the economy, while still adhering to COVID-19 guidelines.

© Jeff Moore - Enjoy Summer Safely, Piccadilly Circus

Brands from across the UK have come together to promote an ‘Enjoy Summer Safely’ campaign.

The campaign aims to promote a “safety-first approach” to the reopening of UK businesses, and launched on July 3, 2020.

This is the first time the hospitality industry and brands have come together in this manner, with Boots, Carex and McDonalds among the companies to have joined the project.

The UK Government campaign launched with a display in Piccadilly Circus, and a TV advert showcasing businesses reopening. The ad encourages people to go out and enjoy things, while staying conscious of the COVID-19 guidelines.

The four key recommendations are: regular hand-washing, social distancing, limiting contact with friends and family, and self-isolating if you or anyone in your household has symptoms.

President of the Advertising Association, Keith Weed, is supporting the campaign, which will run until August. The businesses involved will use the ‘Enjoy Summer Safely’ message as part of their brand communication and advertising during this time.

Weed said that in recent months promoting safety and well-being has been a priority for businesses, and now he hopes the campaign and businesses involved will encourage people to safely re-engage with everyday life.

“The convening of brands in this way for the greater good of society is hugely encouraging,” he said. “I look forward to seeing the creative and ingenious ways brands contribute to the campaign.”

Conrad Bird CBE, director of campaigns and marketing at the Covid-19 Hub, Cabinet Office, said communicating the “Staying Home and Staying Alert” message had been essential during lockdown. He believes the participation of famous brands in the new campaign will emphasise their safety-first approach and allow businesses to begin recovery.

“This campaign, working in tandem with our public health communications, marks an exciting step in our aim to protect both lives and livelihoods” said Bird.

McDonald’s UK and Ireland chief executive, Paul Pomroy, said: “The safety and well-being of our employees and our customers is an absolute priority, but so too is making sure our customers have a fun and enjoyable experience when they visit us.”

The British Beer and Pub Association is also participating in the campaign. Chief executive Emma McClarkin said having a drink or a meal at a pub had been on most people’s ‘miss-list’ during lockdown, but said pubs were working to make a safe environment for customers, and hoped the campaign would encourage trade.

“As we begin to reboot our economy, we welcome this campaign to encourage consumers to Enjoy Summer Safely,” said McClarkin. “Long Live The Summer. Long Live The Local! #EnjoySummerSafely.”

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