Starved of Good Ideas

Idea

Snickers sent a box of its product to Jeremy Clarkson with the note: ‘You’re not you when you’re hungry’. It photographed the package before it was sent as the gift was a way for Snickers to generate coverage on the back of the presenter allegedly punching an executive over the lack of hot food after a late-finishing ‘Top Gear’ shoot

What We Didn't Like

Clarkson might not be him when he’s hungry, but this tacky stunt didn’t even take into account the fact that the row was over a lack of hot food, which a box of Snickers bars wouldn’t have helped

Learnings

Before making use of a news hook that looks likely to generate your brand some coverage, ask if it really fits with your message