Research Outline

Small Business Response to COVID-19


To identify 20 to 30 examples of interesting and effective communication by small and medium-sized brands in response to the COVID-19 pandemic, including

Early Findings


No Name Brands

  • Loblaws' No Name brands recently posted a video on their Twitter page showcasing a 20-second timer dubbed the "handwashing timer."
  • The aim was to provide positive, helpful information that relates to the customers' situation amid the outbreak.
  • The video has almost 41,000 views and 3,000 likes on Twitter, with over 900 people talking about it, which shows that the message was well-received and liked by the store's audience.


  • The Irish brewery Guiness has been very active with their messages related to COVID-19.
  • Some of their most popular posts include their St. Patrick message and their No Toast campaign.
  • Their St. Patrick message was very well-received, as it provided reassurance and a positivity in hard times, receiving over 41,000 views and 1,000 likes on Twitter.
  • Their No Toast campaign has become even more popular as it gathered over 500,000 views and 2,000 likes on Twitter.

While e-mail campaigns are harder to track and judge in terms of response and popularity with the audience, we included a few interesting ideas by smaller brands.

Dagne Dover's Inspirational Messaging

  • Dagne Dover, an apparel brand, has recently sent a specialized email to its customers showcasing their support to them during the recent hard times created by the COVID-19 outbreak.
  • The brand effectively communicates its gratitude to its customers and provides support through positive and uplifting words.
  • They have also promised to donate 10% to charity and provide a 10% discount by using the code "TOGETHER".

Host's Baby Yoda Cocktail

  • Host Events, a company that provides bartenders for hire, has sent an uplifting email with the recipe to their signature cocktail, the Baby Yoda Margarita, reminding people that even during dire times they can still relax and have a good time.