Anyone who’s ever worked in trade PR will tell you that it’s not always the most entertaining of jobs; particularly when you’re confronted with a crisis, budgets being cut on an annual basis, or the task of trying to create excitement around a subject that your average Joe would describe as ‘dry’ (e.g. insurance).
For those of you not up to speed on the PR world and its terminology, there can be a yawning chasm of difference between the landscape being navigated by consumer communications professionals, and that of their B2B or trade counterparts.
In short because, again, I don’t like to bore the arse off people, whilst the job of consumer PR is to communicate the messages of a brand or business to the end user or consumer, a B2B or trade PR will spend their time selling a service or brand into another business via specialist or ‘trade’ publications and channels. This means a lot of corporate speak, facts and figures, and finding ways to be creative with limited funds whilst still delivering maximum stand out for the client.
A tall order.
The agency in Lancashire where I currently reside from Monday to Friday specialises in trade communications on behalf of FMCG (Fast Moving Consumer Goods) brands, working with them communicate to retailers, buyers and suppliers why exactly they should be stocking their products, and how they can best promote these in-store or in cash and carry/wholesale depots to drive sales.
In short – it’s niche AF.
Consequently, a good portion of my time at the office is spent flicking through trade magazines which can be both a blessing and a curse. A blessing, in that I know exactly when Cadbury is about to drop another delicious morsel into our laps, and a curse, in that I know exactly when my weight is likely to spike because I’m about to run out and dive headfirst into the newest sugary treat to hit the market.
One thing I have enjoyed in my time getting to know trade media – as well as them being an efficient and friendly bunch with an eye for detail – is their incredible use of punny headlines which over the years have gone a long way to brightening this PR manager’s day.
So, my friends, I’d like to share with you some of my favourite examples of the ways in which trade journalists have gone to great lengths to use puns as a weapon to engage and excite their retail audience – or most likely, to inject some fun into the never ending merry-go-round of new product launches at a time when the retail sector is turbulent to say the least.
I hope you enjoy and even if you don’t – it’s more fun than reading about the shit show that is the EU election result, no?
This article about refrigerators and ice makers…
This feature on the importance of muffins…
This new launch from Peperami…
Y’all bready for these…
More cheese, guv’nor?
I see what you did there…
If you’ve made it this far, why not share your favourite puns below?