The scale of the COVID-19 crisis and the accompanying financial meltdown has left people completely isolated and facing a future of uncertainty. Amongst all of this, what people really need is help. Clear, unvarnished and unbiased help. Here’s the eatbigfish team’s favourite examples of brands putting their differences (and sometimes their profits) aside and being genuinely helpful.

Alibaba

Alibaba launch global learning platform to share ideas on how to fight COVID-19. It followed a week after founder Jack Ma’s donation of 6 million masks, 1.1 million testing kits, and 60,000 protective suits and face shields to help Africa protect itself against the spread of the virus.

Bloom & Wild

As part of its new ‘Thoughtful Marketing’ initiative, the online florist suggested simple things its community could do to make someone else’s day, such as asking a neighbour if they needed any help.

BrewDog

The Irreverent Maverick shows its thoughtful side as it turns its alcohol into hand sanitiser to help with shortages. 50,000 bottles have been donated to the NHS and local charities. Its founders James Watt and Martin Dickie have also announced they will not take a salary for 2020 to help protect staff jobs.

Budweiser

Budweiser has launched a ‘Save Pub Life’ campaign to help tide landlords over whilst pubs are closed. Pub-goers can purchase a £20 gift card to pre-purchase drinks in their local pub and Budweiser will double the value, giving £40 to landlords in much need of a cash boost now. £20 gift cards can be exchanged for beers when the pubs reopen.

Crosstown Doughnuts

London doughnut specialist Crosstown Doughnuts has teamed up with independent food suppliers to form a new alliance called ‘The Crosstown Collective’. The initiative has Crosstown pivot its business during COVID-19 from its usual home deliveries of donuts and coffee to delivering high-quality food boxes containing fresh dairy, eggs, bread and a seasonal selection of fruit and veg. ‘We know it might be strange for a doughnut brand to be delivering pantry essentials and fresh fruit and veg - but it is a necessary pivot to keep as many of our amazing staff working” said its founder, JP Then. “By combining with The Estate Dairy, Millers Bakery and local fruit and veg suppliers, you are supporting hundreds of jobs amongst independent small businesses.”

Cubitts

Cubitts is offering video call appointments seven days a week, free of charge while its ten London stores are temporarily closed. Founder Tom Broughton has also warned about the dangers of contracting ‘Porn Eye’ as the UK continues working from home.

Ford

Ford will assemble over 100,000 much needed plastic face shields a week at one of its factories to help medical workers fighting the virus. It is also working with GE Healthcare to expand production of ventilators to help patients suffering from breathing difficulties caused by COVID-19.

Joe Wicks (The Body Coach)

Fitness coach and author Joe Wicks is running daily exercise classes for children who can’t go to school during the lockdown. The shows are streamed live via his YouTube channel Body Coach TV and received two million viewers in the first two days alone. All profits from the YouTube sessions will be donated to the NHS with £80,000 already raised.

LVMH

LVMH began producing bottles of hand sanitiser for front line staff in Paris hospitals just 72 hours after the French government called on companies to help provide medical supplies. “LVMH will continue to honour this commitment as long as necessary,” said a company statement.

National Theatre

National Theatre has announced it will stream a pre-recorded live production on YouTube every Thursday for seven days completely free of charge. One Man, Two Guvnors, featuring James Cordon is the first to be premiered to viewers at home at 7pm on the 2nd April.

OLIO

The food sharing app, and one of our Challenger Brands to Watch for 2020, has launched a #Cook4Kids campaign helping vulnerable families access free cooked meals prepared by neighbours and shared safely via no-contact pickups.

Time Out

On 13th March Time Out announced that it would temporarily rebrand to ‘Time In’ in recognition that many people in the 327 cities it caters for are stuck at home.

Who Gives A Crap

The Australian challenger brand asked people to ‘fight panic with kindness’ and share extra toilet paper with others in need using the hashtag #plyitfoward. On 20th March Who Gives A Crap announced it’s completely out of stock due to experiencing demand “20 times higher” than usual.

13 inspiring brand responses to the Coronavirus crisis