'Cynical' grocery brands accused of cashing in on Jubilee by linking baked beans and dishwasher tablets to the Queen



Grocery brands are ‘cynically’ cashing in on the Queen’s Diamond Jubilee by trying to make a link with everything from baked beans to dishwasher tablets.



Companies, including foreign corporate giants, insist they are keen to be a part of the nation’s celebrations.



However, others suspect it is simply an attempt to boost sales on the back of the good will surrounding the 60th anniversary of the Queen’s accession to the throne.



Cashing in: Kit Kat has changed its name to Brit Kat for the Jubilee celebrations

The nation will spend £823million on Diamond Jubilee themed products and merchandise, according to one estimate, suggesting the event offers rich pickings.

Research by the American confectionary company Mars found Briton will fork out an extra £334m on celebratory food and treats alone.



It also identified a clear patriotic bias with one in five people saying the Jubilee meant they were more likely to notice and purchase products labelled ‘Made in Britain’.



Mars recently added a British-themed M&Ms pack plastered with the union flag.

Cleaning up: Finish dishwasher tablets in their red white and blue packaging and and one of Marks & Spencer's many Jubilee-themed items



Heinz has created cans of baked beans and spaghetti with 1950s theme packaging and the slogan in gold – 1952-2012 Celebrating the Queen’s Diamond Jubilee.



Kellogg's cereal packaging has also turned the clock back 60 years to mark the Jubilee with packaging and drawings dating back to that time.



Among the many other household names to adopt Jubilee as a marketing ploy include Kit Kat, which has been renamed Brit Kat on union flag packs, Marmite, which has become Ma’amite, and Kingsmill that has become ‘Queensmill’.



One of the more unusual commercial tributes comes from Finish, the dishwasher tablet company that is part of multi-national consumer products firm Reckitt Benckiser.



A special edition union flag pack carries a logo of the crown and the line – Queen’s Diamond Jubilee – Limited Edition’.



Using their loaf: Breadmakers Kingsmill hired a Prince Charles lookalike to show off their Jubilee 'Queensmill' offering

The idea of celebrating the historic day for Britain and the Royal family by putting the dishwasher on will appear something of a stretch for many.



All the major supermarkets and department stores are offering Jubilee themed merchandise, while Marks & Spencer has even created the Diamond Jubilee strawberry.

At the more bizarre end of the marketing spectrum are Diamond Jubilee thongs and even sick bags.

A dram Ma'am? Macallan's Diamond Jubilee whisky

Marketing and Public relations expert, Sally Rushton, of the 2020 Agency said: ‘As we get closer to the Diamond Jubilee there certainly seems to be a growing number of brands getting slap happy with Union Jacks and pictures of the Queen.



‘There's a lot going on this summer to make people feel proud and excited to be British, and brands are naturally going to want to capitalise on this and reflect it back to their customers.



‘But there needs to be some legitimacy and intelligence applied.



'The Queensmill and Ma'amite campaigns work well for us because they're both brands with a strong British heritage and they've made the royal link in a witty way.



‘The problem seems to be brands using it too tenuously - and often in a mad last-minute rush - to create the link. The Diamond Jubilee Design Classic Thong, for example, is enough to make anyone reach for their Diamond Jubilee sick bag!’



Graham Smith, chief executive of the fiercely anti-monarchy group, Republic, claimed any attempt to use the Diamond Jubilee for commercial purposes could backfire.



‘There are around 10m republicans in the country – that’s a big market share to jeopardise with this kind of tacky cashing in,’ he said.



‘A lot of people who support the monarchy will also be turned off by what is very obviously a cynical attempt to hijack the jubilee for their own marketing agenda.

‘Then again, tackiness and cashing in are hallmarks of the monarchy – so perhaps it’s a fitting tribute to the Queen’s jubilee after all.’



The firms involved insist they are simply keen to play their part in helping the nation enjoy the Jubilee.



Food and Drink Federation spokesman, Terry Jones, said: ‘Many of Britain’s much-loved food and drink brands not only have a long track record of joining the nation to celebrate important events and milestones but also have a long established relationship with the Royal household, with nearly fifty brands holding the Royal Warrant.



Hat's more like it: children from Hampden Gurney Primary School show some real Jubilee spirit

‘Mirroring the public’s excitement, food and drink businesses are just as keen to be part of the festivities.



‘Changing pack designs is just one of the many ways that brands are celebrating the Jubilee and helping their consumers get into the spirit of this special once in a lifetime event.’



Kellogg’s marketing controller, Paul Humphries, suggested shoppers would view its special edition packs as souvenirs.



He said: ‘The Diamond Jubilee is one of the great news stories of the year along with the Olympics and retailers will be looking to capitalise on this event.’



CELEBRATING OR CASHING IN? THE BIG COMPANIES' JUBILEE PRODUCTS

Kit Kat

Chocolate bar – made by Nestle - renamed Brit Kat for limited edition union jack pack.



Kingsmill bread

Manufacturers Allied Bakeries have renamed it Queensmill for two week period.



Finish Dishwasher tablets

Union jack packaging. Crown logo and slogan ‘Queen’s Diamond Jubilee – Limited Edition’.



Cadbury

Cadbury’s Dairy Milk multi-packs changed to use 1950s-style lettering, plus large image of crown and slogan – Celebrating Queen Elizabeth II Diamond Jubilee 1952-2012



M&Ms

Limited edition union flag packs introduced by manufacturer Mars.



Heinz beans/spaghetti

Cans have 1950s style lettering and the slogan in gold – ‘1952-2012 – Celebrating the Queen’s Diamond Jubilee’.



Kellogg's cereal

Limited edition collectors' boxes using illustrations inspired by designs and drawings dating back to the 1950s, when the Queen came to the throne.

The line-up includes the first Coco the Monkey design for Coco Pops and the original Snap, Crackle and Pop characters on Rice Krispies.



Marmite

Manufacturer Unilever has changed the name temporarily to ‘Ma'amite’ to honour the Queen.



Typhoo Tea

A new blend called ‘J ‘OO’ bilee’ has been created from ingredients used in 1952.



Mr Kipling

The company has launched a ‘Jubilee Celebrations’ marketing campaign with new packaging for its famous cakes using union jack style images and names like ‘Great British Fancies’



Marks & Spencer

New strawberry named ‘Diamond Jubilee’.



Tyrell’s crisps

Packs containing crisps that are red, white or blue in honour of Jubilee.



Tabasco sauce

Manufacturer McIlhenny, which was granted a Royal Warrant in 2009, has created a red, white and blue commemorative box and competition to win a diamond worth £15,000.



J2O

A limited edition of the soft drink has been launched under the name ‘Diamond Berry’.

















