Earlier this week, frozen food brand McCain named RuPaul’s Drag Race UK star Baga Chipz as its first-ever creative director, a move which will see Baga promoting the brand across her social media channels for the next 12 months.
Baga’s new deal is just the latest in a series of recent brand collaborations with stars from the hugely popular BBC Three reality TV show, highlighting a growing trend in working with influential people within the LGBTQ+ community.
Just last week Crocs launched a range of rainbow clogs and Pride-themed charms, promoted by Drag Race UK star Ginny Lemon alongside Drag Race US icon and season three winner, Raja.
In addition to these more recent campaigns, high-profile brands including Marks and Spencer, Next and BT have previously teamed up with stars from the UK version of RuPaul’s show to help promote a wide range of products and services.
Working with Drag Race UK stars has not only been a lucrative enterprise for companies, but also a smart attempt at appealing to Generation Z audiences. Just last week, digital consumer research firm Bulbshare revealed that 99% of Gen Z consumers frequently skip online ads.
In celebration of Pride Month, we look back at some of the more creative ways brands have promoted their products through the power of Drag Race UK. Racers, start your engines.
McCain’s new creative director Baga Chipz
Earlier this week the frozen food brand named RuPaul’s Drag Race UK star Baga Chipz as creative director, an integral part of its ‘Anything Goes’ campaign.
The role will see the BBC Three reality TV star promote a range of chip-filled dinners on Instagram in a bid to highlight McCain’s inclusive nature and diverse customer base.
McCain marketing director Mark Hodge claimed that Baga Chipz’s “iconic and fearless attitude” perfectly encapsulates the brand’s ‘Anything Goes’ philosophy.
The unique collaboration has taken the marketing world by surprise but is widely expected to captivate younger audiences who value brand morality. Starcom strategy director and media context expert Dan Coleman loves the move from the frozen food company, hailing it as “a great idea on so many levels”.
“Successfully commercialising a BBC asset and using a much-loved established media brand to reach out to completely a new audience without losing core base customers is a very smart move from McCain,” he said.
“Enhancing LGBTQ+ credentials in a meaningful and brand-relevant way is so important. I am professionally jealous and wish I had done it.”
READ MORE: McCain names drag star Baga Chipz as its latest creative director
Crocs’ Pride Month X Drag Race collection
Last week the iconic shoe brand released a range of rainbow Crocs and accompanying charms in celebration of Pride Month “and beyond.”
By teaming up with Drag Race UK star Ginny Lemon and Drag Race US icon and season three winner Raja, Crocs promoted the concept of a world in which “every person can love as they are”. The campaign saw Ginny and Raha showcasing their personal Crocs style as they shared their messages and thoughts on the LGBTQ+ community’s progress.
“Personally, I am most proud of coming out and talking about being non-binary on RuPaul’s Drag Race UK with my good friend Bimini Bon Boulash,” Ginny Lemon said.
“This was the first time in British TV history that two non-binary people have spoken about their feelings, experiences and shared their coming out stories.”
Season three winner Raja added: “I can showcase who I am, who I am proud to be, and how comfortable I am in who I am today. To see the rainbow flags and the trans flag just makes everything so much brighter and more colourful.”
“It allows me to feel more proud.”
High fashion and Bimini Bon-Boulash
After losing out on first place during the Drag Race UK season two finale last year, fan favourite Bimini Bon-Boulash was soon snapped up by the booking team at Next Models.
The high-profile management agency clothing range signed the star to its main bookings list, paving the way for greater representation of non-binary people throughout the fashion industry. Over the past 12 months, Bimini has walked the catwalk at London Fashion Week and has worked with countless fashion brands, from H&M to Valentino.
“Inclusivity should absolutely extend to all gender identities,” Next Models president Amanda Bretherton told Vogue in an in-depth editorial on Bimini’s rise to fame.
“Bimini exudes beauty inside and out and carries such an important message which is needed right now: positivity and acceptance. It is what we all need for a beautiful future.”
Despite being Kate Moss’ ‘number one fan’, Bimini has said they never expected to be a fashion model, either in or out of drag.
“I just went on a TV show and stayed authentically true to myself,” they said.
“If this is opening doors for more queer people, then that’s an incredible feeling.”
M&S Gin x Ella Vaday, Vanity Milan and Victoria Scone
Last Christmas saw Drag Race stars Ella Vaday, Vanity Milan and Victoria Scone collaborating with Marks and Spencer for its festive Blood Orange gin campaign.
Each of the Drag Race UK season three stars posted an Instagram video of their ‘Christmassy’ transformations to promote the £35 product, which M&S described as being ‘fit for a queen’.
The fun campaign – which only ran across social media – highlights how brands can make the most of targeted micro-marketing to ensure they embrace both inclusiveness and diversity while still keeping their core focus.
READ MORE: M&S partners with Bowel Cancer UK for new awareness campaign
Divina De Campo and BT’s job-seeker support initiative
Early last year, BT teamed up with Divina De Campo, Anita Rani and Iain Stirling to promote the telecommunication company’s employment support initiative.
Developed by the agency Pitch Marketing Group, the ‘Stand Out Skills’ programme saw Divina De Campo – a Drag Race UK season one queen – sharing advise on how to “shine” and stand out when seeking employment.
In the 95-second video Divina highlights how BT can help those looking for their next job by presenting their “best-selves.”
“Being brave and believing in the power of you… it needs to come from the heart,” Divina said.
“We can help you overcome your nerves and be utterly fabulous!”
One of the more personal campaigns from stars of the Drag Race UK show – and another win with regards to getting the LGBTQ+ community and Generation Z onside.
READ MORE: BT and Warner Bros Discovery merge to create premium sport offering
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