Putting Compare the Market at the heart of culture
Creative consumer PR and viral activations that keep the Meerkats in conversation
Work
Keeping one of the UK’s most recognisable brands culturally relevant, we deliver creative consumer PR for Compare the Market that turns trends, entertainment and social behaviours into moments people genuinely want to talk about.
From tapping into the nostalgia surrounding vintage World Cup football shirts, transforming the iconic ‘Simples’ catchphrase into a viral music collaboration with Joel Corry, to launching Dayjamas with Jamie Laing during London Fashion Week, our work blends bold ideas with cultural insight to keep the brand surprising and firmly embedded in conversation.
The ‘Pre-Pup’ Agreement
Getting a pet together is a big commitment, but few couples discuss what happens if they split. We teamed Compare the Market up with divorce lawyer Tracey Moloney, AKA The Legal Queen, to create the ‘Pre-Pup’ guide, helping couples tackle those awkward conversations before bringing a pet home.
Taking inspiration from a traditional prenup, the guide covered everything from vet bills and daily walks to who keeps the pet after a break-up. It addressed a gap revealed by our research: 87% of couples had never discussed what would happen, despite 31% of separated couples arguing over who kept their pet.
The campaign secured coverage in The Sun and Daily Star, alongside an interview with Tracey on BBC Radio Norfolk’s mid-morning show with Kayleigh Poacher. By combining expert guidance with a memorable idea, we connected Compare the Market to the financial and emotional realities of pet ownership.
The Great Greedy Gull Guarantee
As viral seagull encounters fuelled the summer conversation, we put Compare the Market at its heart with our reactive the Great Greedy Seagull Index, revealing that Brits lose an estimated £171 million worth of food to gulls each year.
The research found that 71% of Brits have had food stolen or targeted by seagulls, with fish and chips topping the menu. We turned a funny seaside frustration into a seasonal story about the cost to the nation’s wallets ahead of the August Bank Holiday.
To bring the findings to life, we launched the ‘Gull Guarantee’ at Peter’s Fish Factory in Margate, offering free replacements for stolen fish and chips, with Compare the Market pledging £1,000 to cover the cost while funds remained.
Combining headline-grabbing research with a playful activation, the campaign secured 206 pieces of coverage to date, including 13 print and online national articles, 11 national, consumer and broadcast social pieces, and hundreds of broadcast pieces.
Highlights included The Sun, Daily Mail, Good Morning Britain, This Morning, LADbible, I’m Just Bait, BBC Radio and Sky News Radio, with a reported editorial reach of over 636 million.
World Cup Football Shirts
Reacting to the excitement around the World Cup, we tapped into the growing nostalgia and collector frenzy around retro football shirts by creating a reactive opportunity for Compare the Market.
We partnered with football shirt collector and influencer Kyle Ashman to reveal the vintage international kits that could now be worth thousands, using his £20,000–£30,000 collection as the hook.
The campaign encouraged fans to uncover forgotten football treasures while positioning Compare the Market as a trusted voice, reminding collectors to review their contents insurance and protect valuable possessions.
SIMPLES (The Remix)
We took Compare the Market’s iconic “Simples” catchphrase from TV screens to dancefloors by teaming up with chart-topping DJ Joel Corry and grime artist Scrufizzer to create an unexpected summer anthem.
First teased during Joel Corry’s Ibiza set before dropping at the Isle of Wight festival, the remix quickly sparked social buzz and a viral TikTok dance trend, transforming one of Britain’s most recognisable brand assets into a genuine cultural moment.
By tapping into the resurgence of UK funky house and festival culture, the campaign introduced the Meerkats to a new generation while celebrating the brand in an entirely fresh way.
Adding purpose beyond the music, all royalties from the track supported Teenage Cancer Trust, reinforcing Compare the Market’s commitment to creating campaigns using entertainment and cultural relevance for a positive impact.
Holiday Havoc
We created a reactive cultural moment for Compare the Market by turning common holiday mishaps into a shareable airport spectacle with the ‘What Happened On Holiday’ stunt at Stansted Airport.
Bringing research insights to life, we staged unexpected arrivals scenes featuring travellers returning from trips that had gone hilariously wrong – from lost luggage-inspired outfits to missed flights and holiday injuries. The activation tapped into the relatable chaos of travel blunders while highlighting the real risks of heading abroad without suitable insurance.
By transforming a consumer insight into a highly visual, social-first moment, we sparked conversation around the importance of booking travel insurance early and positioned Compare the Market as the brand helping Brits protect their trips before the unexpected happens.
Dayjamas
To celebrate London Fashion Week, we created a cultural moment for Compare the Market by turning the spotlight away from the catwalk and onto the nation’s favourite outfit: pyjamas. Fronted by new dad Jamie Laing, we launched Dayjamas – a playful capsule collection celebrating comfort, JOMO and guilt-free me-time over haute couture.
Backed by research revealing that 91% of Brits wear loungewear beyond the sofa, the campaign tapped into the growing comfort-first movement, using Aleksandr the Meerkat’s iconic style as inspiration to position Compare the Market as a brand helping people reclaim more time for themselves.
