How challenger brands can steal the spotlight 🔦
In the fiercely competitive world of branding, being a challenger brands often feel like you're bringing a butter knife to a sword fight.
But what if, instead of hacking away for attention, you could just sneak into the spotlight and bask in the glow of big-brand campaigns?
In the past week, we’ve seen some fantastic examples of challenger brands brilliantly crashing the party.
👉 Tony's Chocolonely cheekily spoofed Cadbury to underscore their ethical mission [view post].
👉 Bold Bean hitched a ride on Heinz to highlight their bean superiority [view post].
👉 Surreal took a playful jab at Kelloggs to reinforce their healthy credentials [view post].
Like photobombing a celebrity picture, these mischievous moves put the brands in the spotlight in a fun and creative way.
Here’s why this tactic works and how challenger brands can use it to their advantage:
1. capitalise on existing traction
Big brands set the stage, but who says you can’t steal the mic?
The industry giants spend truckloads of cash to generate buzz. By jumping in on the conversation at the right moment you're riding their wave and capitalising on the exposure they've paid for.
2. showcase your unique value
When a big brand launches a major campaign, it often highlights one aspect of its product or mission. Challenger brands can use this moment to spotlight what the industry leader doesn’t offer—whether it’s better quality, sustainability, ethical sourcing, or a more innovative approach. This tactic allows them to position themselves as a viable (or even superior) alternative.
👉 If they focus on nostalgia, highlight innovation. If they promote convenience, shout about quality.
👉 The contrast makes you the spicy sidekick everyone suddenly wants to try.
3. make your brand more relatable
Big brands can feel distant and corporate, while challenger brands have the opportunity to be the cool underdog. When you hijack a big-brand campaign in a clever way, you’re showing personality, wit, and authenticity—qualities that today’s consumers crave.
4. spark conversation
Nothing grabs attention like a little friendly controversy. By challenging a big brand’s message or approach, you invite discussion—and discussions lead to engagement. Whether it’s a playful jab or a bold statement, sparking debate can amplify your reach far beyond your usual audience.
The Key to Successful Piggybacking 🐖
Hijacking a big-brand campaign isn’t about being a buzzkill - it’s about smart, strategic storytelling. Make sure you stick to these following principles:
✨ Be authentic: Make sure your message is true to your brand (no one likes a try-hard).
✨ Be timely: Jump in while the conversation is still hot, not when it’s yesterday’s news.
✨ Be creative: A clever, unexpected twist is what makes people take notice (and hit that share button).
By sliding into the limelight of big brands, challengers can punch above their weight, steal attention, and win over new fans, all without needing a hefty marketing budget.