Friday 5 June 2026: PR & Marketing News Round‑Up | Lucky Shirts, Ice Cream Icons & Pitch-Side Cravings
After another week of erm sunshine (and the occasional thunder storm), it’s time to settle in with the latest PR & Marketing News Round-Up from Visible PR.
From nostalgic pop culture revivals to football-fuelled brand moments and clever outdoor executions, this week’s campaigns show how brands are tapping into familiarity, fandom and physical experience to cut through. Whether it’s reworking a beloved icon, leaning into match-day rituals or turning everyday spaces into storytelling platforms, the most effective work right now meets audiences exactly where they are, both culturally and literally.
So settle in and check out what caught our eye this week…
Susan Boyle ushers in a ‘new era’ for Cornetto
Cornetto has tapped Susan Boyle to front its latest campaign, playfully positioning the singer as the face of a “new era” for the brand. Leaning into nostalgia while giving it a modern twist, the campaign reintroduces Cornetto to audiences through a familiar cultural figure, blending humour with heritage. It’s self-aware, slightly unexpected, and built to spark conversation across generations.
Why it matters for PR & Marketing: Nostalgia continues to be a powerful tool, but what makes this work is its sense of reinvention. Rather than simply revisiting the past, Cornetto reframes it through a contemporary lens, using a well-known personality to bridge generational gaps. It’s a reminder that heritage brands can stay relevant by evolving how they show up culturally, not just what they say.
Football legends reveal their McDonald’s orders in World Cup campaign
McDonald’s is tapping into football fandom with a World Cup campaign that sees legendary players sharing their go-to orders. By spotlighting personal preferences, the campaign humanises global icons and connects with fans through something universally relatable: food. It’s simple, insight-driven and perfectly timed for a summer of sport.
Why it matters for PR & Marketing: This is a strong example of how brands can unlock engagement through relatability rather than spectacle. By focusing on small, personal details, McDonald’s creates a sense of intimacy and authenticity that resonates with fans. It also reinforces how sport continues to offer a powerful cultural hook for campaigns looking to drive mass appeal.
Pepsi Max opens ‘lucky shirt’ launderette for England fans
Another brand jumping on the World Cup bandwagon sees Pepsi Max launch a pop-up launderette designed to “clean” England fans’ lucky shirts ahead of the summer football tournament. Playing into match-day superstition and fan rituals, the activation blends humour with experiential marketing, giving supporters a tangible way to feel match-ready.
Why it matters for PR & Marketing: Cleverly playing on fan behaviours, this simple but perfect campaign taps into the small rituals fans genuinely believe in, and turns it into a shareable brand experience. All of this is a reminder that the most effective activations don’t need to be complex; they just need to feel authentic. By leaning into superstition, Pepsi Max creates a moment fans want to participate in, not just observe.
Argos repositions itself with ‘More Than Toys’ campaign
A real fridge hanging from a billboard? Yes, you read that correctly! Argos is going big this week in shifting perceptions with a new campaign that highlights the breadth of its offering beyond just toys. The clever OOH installations feature a Habitat sofa and Smeg fridge housed in oversized toy packaging, including hang tabs and hooks, alongside playful copy such as ‘Aged 25+’, ‘Warning: Snoozing hazard’ and ‘Warning: Milk not included’.
Why it matters for PR & Marketing: Reframing brand perception is no small task, but Argos approaches it through storytelling rather than hard sell. By spinning the perception on its head, it captures attention while subtly expanding how audiences think about the brand. It’s a strong example of using surprise to support a strategic repositioning.
ON celebrates gritty Death Valley run with custom grills
One of a kind custom grills have been created by ON ahead of runners taking on the grueling run, The Speed Project, an unsanctioned 340 mile relay from Santa Monica Pier to the Las Vegas Strip. Teams can go a variety of ways and many navigate through Death Valley in extreme heat. Those attempting the intense run through Death Valley will receive a bold, playful and intentionally over-the-top custom grill, celebrating the gritty, counter-culture ethos of the unsanctioned 300+ mile relay from LA to Las Vegas. Using raw industrial elements, the custom grills match the disruptive energy of the race, tapping into a subversive streetwear accessory to build authentic credibility within the core, underground running community.
Why it matters for PR & Marketing: Every runner knows the pride of collecting a medal at the end of a gruelling marathon, but this goes to the next level by leaning into the growing trend of brands becoming part of personal identity and style. As audiences increasingly remix and reinterpret brand imagery, the opportunity for marketers lies in embracing rather than controlling that creativity. It’s also a signal that brand love now extends far beyond traditional channels, showing up in unexpected, highly shareable ways.
Final Thoughts
Without a doubt, football frenzy among brands has well and truly ‘kicked off’, but what this week’s campaigns underline is a clear shift towards cultural relevance, relatability and real-world engagement. From football rituals and nostalgic icons to immersive stunts and wearable brand fandom, the campaigns highlighted are clearly rooted in how audiences actually live, watch and interact. And as any brand or marketer knows, the most memorable ideas aren’t just seen, they’re experienced, shared and, increasingly, participated in.
Time to turn up the heat on your PR & Marketing? Visible is here to help, so let’s talk: hello@visiblepr.co.uk