Many large food service brands in the UK and across the globe are known for their seasonal branding. It’s classed as a major sign that Christmas is officially approaching when the likes of McDonald’s and Starbucks roll out their annual festive menus, cup designs and promotional campaigns. Supermarkets and pretty much every other sort of retailer tend to undergo branding adjustments for major holidays, but for them it’s more a case of survival. Regardless of where they do their shopping, people still visit cafes and restaurants over the festive season, and in fact they probably do it even more so, so why do they even need to put so much effort into the colour of their cups?
In reality this trend is relatively recent, only happening over the last 10 years or so on the scale we see now. The overwhelming need for businesses to throw themselves into rebranding exercises over Christmas (and to a lesser extent, other events like Easter and Valentine’s Day) has seemingly stemmed from a wider trend for the power of nostalgia and emotion. (more…)