Royal Mail snubs posties for celeb-driven parcel TV blitz

Royal Mail has sacked the humble postie in favour of a gaggle of celebs for what it claims is its biggest brand campaign to date, aimed at showcasing how easy and convenient it is to use the company’s parcel-sending services.

Devised by independent media agency the7stars, and launching first across ITV, Channel 4 and Sky, the activity is claimed to Royal Mai’s largest multi-channel rollout.

Produced by all things and directed by Pete Roe, the 30-second spot is the next stage of Royal Mail’s Send It Your Way creative platform, which was launched by AMV BBDO in the run up to Christmas 2024.

The spot opens with ITV presenter and comedian Judi Love, who also satrs in ads for Asda and Higgidy. Her eager dog is tasked with delivering a parcel to Scotland. Next, Channel 4’s The Last Leg co-host Josh Widdicombe preps a DIY rocket laden with parcels, ready for lift-off. Finally, former footballer and Sky pundit Micah Richards, who also advertises We Buy Any Car and Optimum Nutrition, tears across a TV studio in a golf cart, parcel in tow.

The second half of the film brings viewers back to reality, as the presenters demonstrate just how simple it is to use Royal Mail’s new services. Love “effortlessly” drops her parcel into a postbox using the Royal Mail app. Widdicombe deposits his deliveries into a secure parcel locker, and Richards hands his parcel over at a local shop.

The ad closes with each presenter exiting their Royal Mail location as the voiceover explains: “With over 130,000 parcel points, sending has never been easier.”

The activity will run across linear TV, BVOD and SVOD platforms and targets key programming including Celebrity Gogglebox, Coronation Street, Formula 1, Sky News and coverage of the Women’s Euros at launch.

The AV activity is supported by radio, outdoor billboards, social and digital channels. A nationwide programmatic OOH campaign by AMV will optimise targeting across high dwell time formats in roadside and transport environments. There is also some leafleting activity.

However, targeted direct mail is not being deployed, despite Royal Mail MarketReach currently promoting the channel’s “proven” value to businesses, while also providing “compelling” evidence on why mailshots are a powerful part of the media mix.

All activity is planned and booked by the7stars and runs throughout July, with a further burst planned for October focusing on sending and collecting services.

Royal Mail head of consumer marketing and brand Heidi Kieran commented: “We’re making sending and returning parcels easier than ever—whether it’s through our network of local shops, lockers, or even nearby postboxes. People now have more choice and convenience to fit their busy lives. This campaign is all about celebrating those options and helping more people discover just how simple sending and returning can be.”