Procter & Gamble, the world’s largest maker of consumer goods, has benefitted from Covid-19 as sales of household staples like laundry detergent, toilet paper, and cleaning supplies have risen 7% during the company’s first quarter. This increase is the company’s best sales growth in the last 10 years. During the company’s first-quarter earnings call on April 17, P&G CFO Jon Moeller said now is the time to remind consumers of the brand’s benefits through additional advertising. P&G said it increased its marketing spending by nearly 2% in the first quarter, according to Digiday.

For many companies, the safest advertising strategy is one focused on emphasizing what they’re doing to help mitigate the negative effects of the pandemic. This can include specific offers for people who have lost their jobs, such as waiving late fees or mortgage payment deferrals; emphasizing the protection of jobs or payments to suppliers and contractors; as well free or low-cost offers to healthcare workers.

McDonald’s is one of the largest advertisers in the world but saw its first-quarter sales fall by 6% and net income fall by 17% after many of its restaurants were forced to closed and customers stayed away from the remaining locations with restricted service. But the company is still continuing to advertise with a new national television campaign in the US focused on promoting the chain’s free meals for first responders, according to Ad Age.

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