Apple, Tesla, Morrisons: Everything that matters this morning

Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.

Apple puts off return to office until 2022

Apple storeApple will not order employees back to the office until 2022 over concerns about the rise in the number of Covid-19 cases and the rise of the delta variant.

Previously the technology giant told its global corporate workforce it would start a phased return to the office from October.

Bloomberg News reported the iPhone maker has said employees will be notified a month in advance of reopening plans.

The company does not expect to close its retail stores or offices, but strongly recommend all staff get vaccinated.

Apple had reversed its decision on its mask-wearing policy for retail staff which was only scrapped in June.
In its previous plan for office workers, staff were asked to come in Mondays, Tuesdays and Thursdays, and work remotely on Wednesdays and Fridays.

In the UK, Apple has 7,000 staff and 38 retail store, the most in Europe. It plans to open a new 42 acre European HQ in Battersea power station in London.

Technology rival Microsoft has pushed back its office reopening from September to 4 October. Amazon is allowing staff to work remotely until 3 January and has extended its voluntary work from home period until 18 October.

READ MORE: Apple delays return to corporate offices until 2022 as Covid cases rise

Tesla humanoid robot to launch next year


Tesla has unveiled a humanoid robot prototype dubbed the “Tesla Bot”, which will launch next year to carry out “boring, repetitious and dangerous” work.

Chief executive Elon Musk showcased the robot at the car manufacturer’s AI Day. The robot is 5ft 8in (1.7m) tall and weighs 125 pounds (56kg), it is designed to carry out “boring, repetitious and dangerous” tasks. Examples given include attaching bolts to cars picking up groceries at stores.

Musk hails the innovation for having the potential to plug gaps in the workforce in times of shortage and highlights how vital it will be for the machine to not be “super expensive”.

The machine will be an extension of Tesla’s self-driving cars and use the same computer chips, navigation systems with eight cameras.

The announcement comes as Tesla is being investigated by the US government over the safety of its ‘Autopilot’ feature in its cars after 17 people were injured and one was killed while it was active.

READ MORE: Humanoid ‘Tesla Bot’ likely to launch next year, says Elon Musk

Morrisons accepts takeover bid

morrisonsMorrisons has accepted an improved £7bn bid from US private equity group Clayton, Dubilier & Rice (CD&R).

Prior to the agreement, the supermarket brand recommended shareholders accept a £6.7bn bid from a US-based investment group Fortress.

Fortress is yet to concede as it is “considering its options”, as the takeover battle which has been going on for weeks, seems to be continuing.

The rival investment group has urged Morrisons’ shareholders to “take no action” on the improved bid from CD&R. However, Morrisons’ board has unanimously accepted the new offer.

Previously the supermarket has turned down a bid from CD&R worth £5.5bn stating it significantly undervalued the business.

Shares in the supermarket grew 4.4% following the announcement to 291.4p per share.

READ MORE: Morrisons backs US firm’s improved £7bn takeover offer

Cadbury launches digital lead campaign for Wispa Gold

Cadbury has unveiled a digital lead campaign to support its new Wispa Gold chocolate bar in a bid to attract younger consumers.

Created with agency VCCP London, the campaign is titled ‘A New Type of Gold’ and will roll out across social, press and PR.

Cadbury is presenting the new chocolate as a rare mineral such as gold and silver, presenting the opportunity to secure a #WispaGoldHF share which can be exchanged for Wispa Gold Hazelnut Flavour bars.

The value of one share will be updated on the @CadburyUK Twitter account, those who secure shares will be given the chocolate before general release.

The campaign is also supported by YouTube content creator Niko Omilana who will “inject a new youthful personality to Wispa Gold and head up the campaign.”

Cadbury junior brand manager Joshua Collier says: “We’ve branded our Wispa Gold Hazelnut Flavour bar our ‘New Type of Gold’ due to its rarity and delicious hazelnut-flavoured caramel filling.

“Just like real gold, we’ve decided to turn our bars into a new (and fun) commodity, giving our fans the chance to receive a very tasty dividend of multiple bars of the limited-edition chocolate bar to share with their friends and family.

Avanti West Coast to broadcast “feel-good vibes” in campaign

Train operating company Avanti West Coast is launching a “major campaign” to showcase its travel services.

Created with adam&eveDDB, the campaign is titled ‘Feel Good Travel’ and stars a rollerblading turtle.

A TV ad follows the journey of a turtle who skillfully ducks and dives through the streets of London on its rollerblades, avoiding traffic jams and roadworks and effortlessly escapes to the countryside – surprising a horse and some sheep.

The creative will break on TV with a 60-second advert. The ad also appears on video-on-demand, out-of-home sites and radio, in print and digital media, and with supporting social activations. Media strategy and buying have been handled by the7stars.

Avanti West Coast marketing director Kate Squires says: “We really want to inject a feel-good vibe when people think about travelling with us. That’s the purpose of this campaign.

“We’re incredibly excited to bring people back on board and shout about all of the great reasons why it’s the best way to get around. This is the perfect way to do it.”



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