Hails & Fails – July 10th 2026
From World Cup wind-ups to reactive travel offers and a tennis-inspired fast food classic, this week’s Hails show Greggs, On the Beach and McDonald’s finding smart ways into live cultural moments. But while those brands gave people something to smile about, Virgin Media landed in hot water after Ofcom found it had made cancelling contracts far harder than it should be.
HAILS
Greggs puts Mexico on the bench
Greggs temporarily removed its Mexican sandwich range from sale ahead of England’s World Cup clash with Mexico, calling it a tactical decision before kick-off. The move was cheeky, easy to understand and perfectly timed around a match everyone was talking about. After England’s win, the range returned to shelves, giving the story a neat second beat rather than letting it disappear after one headline.
On the Beach offers Haaland a getaway
On the Beach jumped on World Cup fever by offering Erling Haaland 10 free holidays a year for life if he takes his first one before Norway’s quarter-final against England. It’s classic reactive marketing from the travel brand, built around a player England fans are suddenly very invested in. The idea is light, fast and rooted in the national mood, which is exactly why it works.
McDonald's serves up a Wimbledon shake
McDonald’s has launched Shake ‘N Serve at its Wimbledon restaurant, featuring a limited-edition box designed to hold fries alongside a Strawberry Milkshake. The idea celebrates the fan habit of dipping fries into a shake, while giving it a strawberries-and-cream twist for tennis season. It takes something people already do and turns it into a campaign moment.
FAIL
Virgin Media fined over cancellation barriers
Virgin Media has been fined £28 million by Ofcom after the regulator found the company made it unnecessarily difficult for customers to cancel contracts and switch providers. The investigation found people faced unreasonable hassle, delays and repeated attempts to keep them from leaving. Virgin Media has apologised, but the fine is a serious reminder that customer retention tactics can quickly backfire when they cross the line into frustration.
