Forced to shut because of the COVID-19 pandemic, many restaurants are struggling to pay their staff and the rent. To make ends meet, some are selling themed merch, and devoted customers are more than happy to buy in, not just to save them but also to feel like a part of a community.

Kraft Heinz Canada has decided to repurpose its ad space, offering it up to local and small businesses instead. The multinational brand is looking to set an example of how to help the local community during the pandemic, meeting people’s desire to see solid CSR efforts.

With public resources stretched, COVID-19 has created opportunities for brands to demonstrate their pro-social values. But how are people evaluating their responses to the crisis? Canvas8 spoke to 16 Britons and Americans to learn how brand actions may affect customer loyalty in the future.

Besides an August of dining out on the government subsidy, takeaways are a mainstay of pandemic life. These comforting treats aren’t just a break from the dishes, but a way to spend locally without leaving the sofa. So how are delivered meals transforming taste and brand affiliation in the UK?