5 Brands Positively Adapting Their Messaging Right Now

From large multinationals to small independent retailers, brands impacted by COVID-19 are adapting in a fun, novel or entertaining manner. Here are some of our top picks.

The Hummingbird Bakery

London-based dessert chain The Humming Bakery are encouraging their fans to bake for themselves while in self-isolation by sharing their own secret recipes.

Recipes from their book ‘Cake Days’ are emailed out every few days. Fans are then encouraged to show off their creations on social media.

“It’s our aim to bring the online baking community together at this time” – The Hummingbird Bakery

This gesture not only engages their fans in a positive manner, it promotes their book and boosts the number of mailing list subscribers.

It’s an excellent (and delicious) example of how ‘offline’ brands can adapt their communications and create opportunity from a disadvantage.

Innocent Smoothies

Innocent have always been ‘on-trend’ with social media. Despite being a corporate entity, they continually manage to keep their socials feeling human – which is exactly what is needed right now.

Every day for the last week they’ve been posting ‘Daily Updates’ that have absolutely nothing to do with their smoothies – and people are loving it.

Rather than describe these updates, it’s best you see one for yourself:

DAILY UPDATEMorning everyone. Welcome to yet more things you didn’t know you didn’t need to knowToday is a Tuesday….

Posted by innocent on Tuesday, March 24, 2020

Innocent also invites fans to submit photos of their pets, as well as responding to almost every comment.

Fun, interesting, comical, cute – this approach is a welcome relief from the more sombre approach some brands are taking in response to COVID-19.

It’s clearly working.  The average daily update is receiving 4K likes, 500 comments and 600 shares – all without spending a penny.

Innocent Smoothies can be considered a ‘non-essential item’, but instead of ramping up the sales messaging to counter a drop in sales, they’re focusing on building brand awareness. Other businesses should take note.

Family Store

Family Store is a small independent shop in Brighton (and online) that stocks clothes, zines and artwork from independent artists.

But their size hasn’t stopped them reacting to the pandemic in a manner that conveys their brand values and engages fans.

They are running an Instagram competition where fans send in their art – a select few will be made into apparel and sold at Family Store.

Every day presents a different theme. Family Store will share submissions with their 22K followers on Stories.

Drawing is a classic but increasingly uncommon pastime. Family Store are using their online presence to encourage self-isolators to pick up the pencils and give it a go.

In addition to this competition, they have been honest with their struggles as an independent retailer during this crisis. As we stated in our Covid-19 Communications Advice, transparency is appreciated by consumers.


The Headspace app has rapidly gained in popularity as an easy way to get into Meditation and Mindfulness.

They have generously offered all NHS staff and educators a one year premium subscription to their service for free. There is no doubt that these two groups of workers are under immense strain right now.

Plenty of additional free resources have been made available for everyone to use.

For those who haven’t downloaded the app, Headspace are posting useful content on their socials, like this home workout video:

Yes, it’s likely your routines have been totally upended, but no, you shouldn’t abandon them altogether. Try integrating this workout into your morning to get energized for the day.

Posted by Headspace on Monday, March 23, 2020

And have created a Facebook Group:

Digital brands such as Headspace haven’t suffered as much as offline businesses  – but it’s still wonderful to see them doing what they can to help people get through this pandemic.


The ‘Home of Witty Banter’ (and re-runs of Top Gear) has gathered a large social media following for it’s on-trend humour. 

It should be no surprise that, much like Innocent, their socials have a place to ‘look on the bright side’ of the pandemic.

How to make working from home feel like you’re in the office:

Posted by Dave on Wednesday, March 25, 2020

They’re clearly well-received, as some have garnered over 2.5k shares – showing sometimes ‘less is more’.

Not only are Dave posting hilarious posts like this, they also raise awareness to those who might be struggling – raising money for various mental health charities.

Our friends at The CALMzone have created some simple tips for anyone that is finding things tough in this weird time we are all in right now.Please feel free to share with anyone you know who may need this.

Posted by Dave on Thursday, March 26, 2020

TV viewership is no doubt soaring due to self-isolation, and Dave will only benefit from their balanced but ‘on-brand’ approach to the COVID-19 pandemic.

 If there’s a lesson to be learned here, it’s that now is the best time to illustrate and amplify your brand’s personality.

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