Skip to main content

TLGC 10th Birthday: 5 Anniversary Marketing Campaigns

This year, The Lead Generation Company is celebrating its 10th anniversary as a B2B agency! We’ve got a lot planned to mark the occasion, including our pledge to raise £10k for mental health charity YoungMinds. Naturally, we did a lot of brainstorming in the leadup to the TLGC 10th birthday in order to decide how best to celebrate it. 

Amidst that brainstorming we were reminded of a number of iconic anniversary campaigns, both business-to-customer (B2C) campaigns and business-to-business (B2B).

Here are some of our favourites! 

Starbucks: 40th Anniversary Logo Change

When you’re the biggest coffee chain in the world, it pays to have a little caution when you’re making any notable changes- or any changes at all, for that matter. This was particularly apparent when, in 2011, Starbucks swapped out the logo they’d had since 1992. A deep breath decision certainly, and there were always going to be some affronted fans, but in reality… the logos don’t really look all that different, at the end of the day.

Regardless, many people were vocally outraged by the change. It got to the point where Starbucks felt the need to address such criticisms on their blog. 

What was Starbucks thinking when they changed their logo? Was there a strategic reason? - Quora

LEGO 5th Avenue NYC Store: 1st Anniversary Event

Remember the first anniversary of the LEGO 5th Avenue store in New York City? We do! Just kidding, we’re in Britain. 

This is a great example of a localised celebration at a physical location. The brand held an event right at the store, where they offered photo opportunities (not much good if the cameras are Lego; where’s the lens, even?), goodie bags (not much good if the bags are made from Lego; where’s the handle, even?), and a big birthday cake made from Lego (not much good if it’s made from cake; where’s the Lego, even?) 


Taco Bell: 60th Anniversary Born X Raised Partnership 

A business celebrating their anniversary by partnering with another business is actually quite common. That was the case for Taco Bell’s 60th birthday, when they teamed up with LA based streetwear brand Born X Raised. 

All Taco Bell employees were given a t-shirt designed by Born X Raised, which celebrated the chain’s heritage. They also had various events for staff, as well as exclusive meals. 


Southwest: 50th Anniversary Rewards Points

In celebration of their 50th anniversary, Southwest Airlines Co. offered each of their employees 50,000 Southwest Rapid Rewards points. They also unveiled a brand new livery dubbed Freedom One, which was stylized with the American flag. It’s unclear if each employee was also offered one of those planes each, but if not- missed opportunity? 

Southwest celebrates 50th anniversary with Freedom One livery – Business Traveller

KFC: 50th Anniversary Retro Ad

Going back in time to celebrate an anniversary has long been a tradition for big brands like KFC, and they did exactly that to mark their 50th year as a restaurant chain. With the tagline ‘Finger lickin’ good for 50 years’, the TV ad is joyously retro, complete with vintage 60s cars in the background. 

KFC Celebrates 50th Anniversary With Year-long #50YearsOfKFC Push – FAB News