LGBT+ Marketing Campaign 2015

In alphabetical order

This category celebrates the brands that have successfully promoted to or are popular with the LGBT+ community.

Ben & Jerry’s

In March 2012 as the UK government debated whether to legalise same sex marriage, Ben & Jerry’s partnered with Stonewall, to raise awareness about the importance of marriage equality and say ‘I do’ to equal marriage. The activation included renaming our Apple Pie flavour,’ Apple-y Ever After’, in scoop shops around the country and launching a new Facebook app that asked supporters to ‘marry’ someone of the same sex to show their support for equality. On 17 August 2013, to mark the one month anniversary since the UK said ‘I Do’ to same-sex marriage, and the landmark Marriage (Same Sex Couples) Bill was passed, Ben & Jerry’s were there to celebrate all couples living Apple-y Ever After, with Stonewall and a metre-tall rainbow wedding cake to serve up scoops for MPs and delegates outside of the Houses of Parliament.

Visit Britain

The Love is GREAT campaign successfully promoted Britain as a destination that is open and welcoming to American LGBT visitors The new marriage equality legislation for England and Wales was widely reported on in both LGBT and mainstream media in the USA, and there was a strong opportunity to capitalise on the goodwill that this generated for Britain to encourage tourism from LGBT visitors. A website was created with inspiring gay/lesbian content and imagery. Print and online advertising saturated the market for the month of March across the majority of LGBT media using photography from a specially designed shoot to compliment the campaign. VisitBritain partnered with Virgin Atlantic, Radisson Blu Edwardian and Further Afield to offer the Love is GREAT sweepstakes for a chance to win one of four romantic getaways to a Pride destination of your choice (Brighton, Birmingham, Cardiff or Manchester). The campaign generated over 37.5 million campaign impressions and more than 5,000 competition entries.

Money Supermarket ‘Dave’s Epic Strut’

MoneySuperMarket’s advertising continues to celebrate how great it feels when you save hard earned cash on your household bills with us. In our latest campaign, the victory moment takes the form of a dance – Dave feels so epic having saved on his car insurance with us that he just has to strut his stuff and shake his bountiful behind while en route to the office.

BPay Barclaycard

The bPay wearable wristband is the most disruptive payment technology since the plastic card launched over 60 years ago. Leveraging contactless technology, consumers can pay for something with the swipe of their wrist at any contactless merchant.
The bPay initiative at Pride in London required external and internal stakeholders to create an engaging multi-facetted campaign, rich in customer experience and social engagement and rewarding for customers and supporters alike. We co-created a campaign to reach a highly engaged base of LGBT supporters via Pride in London and our media partner, Gay Star News and leveraged the most socially active fans as bPay advocates to spread the word.

Visit Sweeden ‘We Love Swedish Boys/Girls’

The We Love Swedish Boys/Girls Campaign rolled out across the country throughout 2014, at Pride festivals, travel events, press engagements and travel trade shows. Swedish people are known for their dashingly good looks, open-minded attitudes and friendliness and VisitSweden wanted to show LGBT people in the UK that Swedish people welcome them with open arms to all parts of Sweden, not just the capital. VisitSweden held live and online Swedish music performances, cooking/baking – and even lectured on Scandi-Noir.

Pride in London ‘Freedom to…’

Pride in London’s FreedomTo campaign ran across social media, print and online news and an advertising campaign on tubes and buses across the capital. The committee wanted to raise the profile of Pride while giving a voice the LGBT community and its supporters. Thousands of people contributed their ‘FreedomTo’ statement via social media. The most powerful were chosen for the advertising campaign developed by lead agency Enigma. With the advertising live for the last half of June, the social media campaign continued having over 63million impressions on twitter and 1.2million reach on Facebook on the 28th June. Almost 100 celebrities including Kylie, Tom Daley and Sir Ian McKellen, took part, increasing the reach of our message.

Paddy Power ‘Rainbow Laces’

Arsenal FC players joined Paddy Power, in association with Stonewall UK, the Gay Football Supporters’ Network, Arsenal FC and Metro in the#RainbowLaces 2014 campaign in a bid to give homophobia in football the boot. First team players, Theo Walcott, Alex Oxlade-Chamberlain, Olivier Giroud, Santi Cazorla and club captain Mikel Arteta launched the campaign with our high-profile TV ad designed to raise awareness of the issues around homophobia in football and lead the charge in changing the beautiful game.  Arsenal captain Mikel Arteta said: “We’re very happy to support the campaign and whilst the advert is a light-hearted look at the things we can’t change, discrimination in football cannot be tolerated and we need to work together to change this.”


After campaigning for marriage equality in several countries and being a recognised equal opportunity employer, Lush partnered with AllOut for a global LGBTQ campaign prior to the 2014 Sochi Olympics. The #SignOfLove pink triangle had a global reach of 7.1 Million on social media and thousands of petitions were handed in to Russian embassies around the world on Valentines Day.Since establishing in 1995, Lush has been driven by innovation and by its ethics. Creators of pioneering beauty products such as bath bombs, refrigerated face masks and shampoo bars, Lush leads the way by making its cosmetics by hand and developing solid products, sold ‘naked’ without packaging.
Lush focuses on using fresh fruits and vegetables, operates a strict policy against animal testing and supports Fair Trade and Community Trade initiatives.  Lush was the winner of the Best in Business Award at the 2014 Observer Ethical Awards and is regularly voted at the top of Which? magazine’s customer service surveys. Today Lush has over 900 shops in 52 countries.