Hails & Fails – September 26th 2025
From Brazen client QD Stores rolling back the price of Freddos, to The Guardian’s bold first US campaign and the British Heart Foundation’s giant Southbank installation, this week shows the many ways brands can win attention through timing, creativity and courage. But while others land their message with impact, Strictly Come Dancing has waltzed straight into a PR storm before the season’s even begun.
HAILS
Choc shock at Freddo price drop
There was big news for chocoholics as Freddos returned to 10p. Retailer QD Stores sent the internet into meltdown after dropping the classic Cadbury bar back to its retro price point. The story made national headlines, smashed it on socials, and was a big hit with AI, proving once again that nothing sparks conversation quite like a rollback price tag. And as a Brazen client, we’ll take a moment to say it: this was a pitch-perfect PR win.
The Guardian launches first US campaign
The Guardian has gone bold with its first major US push, “The Whole Picture”. The campaign cuts through the noise of American media with a direct and unapologetic stance on truth, trust, and independent journalism. It’s timely, powerful and confident. A ballsy move that feels entirely on-brand for the paper’s transatlantic ambitions.
BHF with a timely reminder
The British Heart Foundation made a powerful statement on London’s Southbank with a giant ticking egg timer, highlighting the brutal reality of cardiovascular disease. The striking installation, marking World Heart Day, visualised just how often the condition claims lives, using a simple metaphor in a high-footfall spot. Urgent, emotive, and impossible to ignore. A sharp reminder of the importance of health awareness done right.
FAIL
Strictly off to a rocky start
Strictly Come Dancing should be sashaying into a new season, but instead it’s stumbled out of the gate. Contestant Thomas Skinner has sparked controversy with his social media antics, Dani Dyer’s been sidelined with an injury, and there are already whispers of behind-the-scenes tensions. The show thrives on drama in the ballroom but when the negative headlines pile up before the first paso doble, it’s a PR headache the BBC could do without.
