New marketing and advertising campaigns this week are continuing to focus on the ongoing themes of COVID-19 awareness and social justice. Read up on all the stories you need to know this week in our Weekly Must Reads.

The Richards Group Fallout

The Richards Group, a well-known advertising agency based in Dallas, has had a nightmare of a week. The agency’s founder, Stan Richards, recently made remarks during an internal meeting about one of their campaigns being “too black.” Staff responded by demanding swift action, and Richards quickly apologized. However, many of the firm’s clients, including The Home Depot and Motel 6, still terminated their relationship with the agency.

Richards has since left the agency, but the incident serves as a warning for other marketing and advertising companies to reflect on their own inclusivity efforts. A former agency employee noted that the accountability did in fact come from agency team members, which restores some faith in the industry and the next generation. Learn more about what happened at The Richards Group and what it means for agencies here: https://www.adweek.com/brand-marketing/whats-happened-at-the-richards-group-sends-a-message-to-all-agency-executives/?itm_source=parsely-api

Bud Light Celebrates Cardboard Fans

In a lighthearted new campaign, Bud Light is paying tribute to cardboard fans that have filled sports stadiums for months. Their latest ad cleverly follows the journey of one cardboard “fan” on his quest to find a Bud Light. It’s a nearly silent film-like adventure filled with empty stadium beer stands, bus crashes, recycling truck rides and ultimately a reunion with the board’s real-life lookalike. In the end, the two men are able to share a Bud Light together – one real, one cardboard.

The ad premiered last weekend during NFL games, highlighting a new-normal shared experience that every sports fan can chuckle at. Check out the video and let us know what you think of it here: https://adage.com/article/cmo-strategy/watch-bud-lights-ode-cardboard-sports-fan/2288081

Panera Bread Goes Climate Friendly

Panera Bread has always been on the forefront of restaurant menu innovation. Years ago, they were the first chain to list the calorie count of each menu item. Now, starting this week, the brand will label particular meals as climate-friendly. If the ingredients of a menu item have a carbon footprint of less than 5.38 kilograms, it will earn a badge listing it as a “Cool Food Meal,” as designated by the World Resources Institute. So far, about half of Panera’s offerings, including Broccoli Cheddar Soup and the Mediterranean Bowl, have earned Cool Food Meal status.

According to Panera Bread CEO Niren Chaudhary, this initiative aims to raise consumer awareness of the food industry’s impact on greenhouse gas emissions. They hope it will also encourage other brands to take similar measures. The shift toward climate-friendly food is part of a broader pledge from Panera, who promised to lower carbon emissions by 15 percent per square foot by 2022. Find out more about Panera’s climate-friendly plans here: https://www.cnbc.com/2020/10/14/panera-bread-to-label-entrees-as-climate-friendly.html

Sour Pitch Kids Aims to Save Halloween

Traditional trick-or-treating may be up in the air for many communities, but the Sour Patch Kids brand is committed to giving families a safe Halloween celebration. This month, candy fans can nominate their city via social media for a Sour Patch Kids delivery on October 31. The top twelve cities will earn special candy (and branded toilet paper!) packages delivered right to selected residents’ doors. One special city will even receive a visit from Sour Patch Kids mascots.

With the pandemic still looming, snack and candy brands are nervously hedging against lower-than-usual sales. Sour Patch Kids has chosen to focus on social media engagement in order to reach consumers at home. Other sweets brands, such as Hostess and Mars Wrigley, have taken similar routes. Read on for details about this very 2020 Halloween campaign here: https://www.marketingdive.com/news/sour-patch-kids-turns-the-tables-on-halloween-trick-or-treating/586738/