A host of retailers and brands used the April Fools custom on 01 April 2024 to interact with their customers.
Aldi joked it would introduce Haggis Ice Cream, as well as a new reality TV show ‘Love Aisleland’. Moonpig suggested it was branching into online dating with a new app which allowed customers to send love letters using the card retailer’s handwriting tool. While FatFace introduced its new 70/30 collection, a range of men’s trousers and sweatshirts which transform into shorts and t-shirts for all British weather.
Currys
Currys April Fool’s initiative complimented its existing technology recycling scheme. But in the place of store credit, customers taking their old unwanted tech into selected stores could exchange it for a free delicious curry.
For a limited time only, shoppers could get their hands on a Mixer Masala, Air Fried-Aloo, Crock Pot-ato Vindaloo and the signature Currys Curry at selected stores nationwide from 12pm to 2pm daily.
Dan Rubel, brand and marketing director at Currys, said: “Many customers come to us looking confused and asking for a curry, but Lamb Rogan Josh lovers and Chicken Faal fans often leave empty handed.
“We decided enough is enough of feeling like the fool so we are trialling our Curries for Tech scheme, allowing shoppers to help save e-waste from landfill whilst also getting their curry kick for free, at Currys.”
Lakeland
To celebrate its 60th diamond anniversary year, Lakeland announced the launch of the world’s first diamond air fryer. The retailer joked that, in a global first, it would stock just one of these iconic pieces of kitchen equipment, fifteen years after their first air fryer went on sale in 2009.
Furthermore, the air fryer was said to be guarded in-store by a security guard, solely responsible for protecting the incredible product, twenty-four hours a day – from 01 April.
A recent Lakeland survey discovered that over 45% of UK homes now own an air fryer – so it was was the perfect product for the April Fools.
Lakeland’s April Fools read: “Typically 60th anniversaries are celebrated with diamonds here in the UK, so we thought that creating a diamond-embellished version of one of our more popular products felt like the perfect way to celebrate. We know that people in the UK are passionate about air frying, with some of our customers even admitting to cooking an entire roast dinner in theirs, so we can’t wait to see what dish the lucky buyer cooks first.”
Ryman
High-street stationer Ryman announced the launch of a new range of breakfast-scented gel pens.
The Breakfast Scented Gel Pen Pack was described as including a brightly coloured selection of fry-up fragrances, including Smoky Bacon Pink, Burnt Black Pudding and Bright Baked Bean.
Chloe Danskin, head of marketing at Ryman, said: “Get ready to make your pencil case as delicious as a morning fry-up, as we’ve cooked up a tasty new stationery range that smells good enough to eat!”
“Breakfast is officially the UK’s number-one meal, so we’re helping Brits enjoy an all-day buffet of their favourite morning meal. Who wouldn’t enjoy a whiff of grease and meat as they sizzle and scribble through the workday?
“We’re confident that our new Breakfast Scented Gel Pens reek of success, offering Brits a hearty sniff of breakfast with every pen stroke.”
It wasn’t only retailers who tried to prank customers, with delivery firm Evri also getting involved.
Evri
The courier joked that its latest zero-emission delivery trial would see drivers switch vans for roller-skates.
Evri stressed that staff would receive the relevant training and protective equipment will be provided, alongside alternatives such as skis in case of snow and other bad weather.
An Evri spokesperson said: “We’re always looking to trial new innovative ways to help us meet our goal of being net zero by 2035 and this further strengthens our commitment.
“We think there are multiple benefits to this trial on top of the environmental ones; we hope it will increase delivery efficiency and help our couriers be fitter and healthier.”
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