Hails & Fails – February 6th 2026
From global pop culture milestones to cinematic supermarket storytelling and late-night community care, this week’s Hails celebrate brands that truly connected. K-Pop Demon Hunters made history with a landmark Grammy win, Waitrose continued its creative hot streak with another ambitious campaign, and Morley’s showed how a beloved local brand can step up for its customers. But while some stories struck the right note, Amazon’s Melania documentary struggled to find an audience — and the numbers made for uncomfortable reading.
HAILS
K-Pop Demon Hunters makes Grammy history
There were plenty of talking points to come out of this year’s awards (yes, including Chappell Roan’s outfit), but K-Pop Demon Hunters takes our hail crown. ‘Golden’ became the first K-pop song ever to win a Grammy, marking a major cultural milestone. Coming off the back of a virally epic year for the film that lit up social media, the win feels like a natural next chapter — and a powerful reminder of just how mainstream K-pop has become.
Waitrose keeps the momentum going
After winning Christmas ad season with its tear-jerking festive spot, Waitrose has followed up with yet another ambitious piece of storytelling. Its astronaut-themed campaign has already been dubbed a “masterpiece” by some, blending cinematic visuals with warmth and emotion. Maintaining this level of creative consistency beyond December is no easy feat, but Waitrose is proving this isn’t a one-hit festive wonder.
Morley’s looks after its late-night customers
A chicken shop after a night out is a rite of passage — and Morley’s has found a way to make it safer. The iconic London chicken chain has launched a free late-night ‘Safe Strut Stop’ service, offering customers a place to pause and get support if they’re feeling vulnerable. Unexpected, thoughtful and rooted in community, it’s a great example of a brand using its footprint for good.
FAIL
Melania documentary struggles to find an audience
A documentary centred on Melania Trump has made headlines this week — but not for the reasons its creators would have hoped. Backed by Amazon, the film reportedly took just £33,000 at the UK and Ireland box office, with clips of empty screenings quickly circulating online. Despite a reportedly hefty investment, the project has been plagued by negative reviews and muted public interest, making it a cautionary tale in hype, timing and misjudging audience appetite.
