Bridget Jones’s comeback has created a unique cultural moment
Bridget Jones is back, and so is the cultural phenomenon she inspired. Charlotte Mair, founder and managing director, The Fitting Room, studies how and why it's such a success this time around.
‘Bridget Jones: Mad About The Boy’ has arrived in UK cinemas, marking the fourth film in the beloved series. Over two decades since Bridget Jones’s Diary first hit the big screen, the franchise remains a major force in popular culture, with global box office earnings exceeding $760m.
The original film alone made $282m on a modest $25m budget and even secured Renée Zellweger an Oscar nomination. But Bridget’s return isn’t just a trip down memory lane. It’s influencing everything from food trends to brand marketing campaigns in unexpected ways.
The Bridget Jones Effect: a culinary revival
As anticipation for the film grew, Waitrose reported a surge in searches for classic recipes closely linked to Bridget’s world: Leek and potato soup searches soared by 233%. Orange marmalade saw an astonishing 553% increase. Turkey curry, the dish famously served at Bridget’s mother’s infamous New Year’s turkey curry buffet, spiked 200%.
Bridget’s signature drink of choice, chardonnay, is making a comeback too, with Oxford Landing reporting a 21% sales boost and Yellow Tail seeing a 13% increase.
Brands embrace Bridget’s comeback
The film’s nostalgic appeal has presented brands with a golden marketing opportunity, and several have jumped on board to capture the excitement:
Tinder launched a social media campaign following a real-life “Bridget Jones” on her modern dating journey. The campaign’s first video, a tribute to the film’s iconic opening scene, is live across TikTok, Instagram, and YouTube.
PopWorks Snacks introduced an on-pack giveaway, giving fans the chance to win exclusive Bridget Jones-themed prizes with purchases of Sweet BBQ or Sweet & Salty snacks.
Gü celebrated the movie’s release by launching limited-edition desserts featuring Bridget Jones branding. They also set up a luxury city break giveaway and a pop-up billboard in London displaying Mark Darcy’s legendary line: “I like you, just as you are”—or in this case, just as Gü are.
Waitrose & Partners, embracing the nostalgia, teased a blue leek and potato soup on its social media channels—an inside joke for die-hard fans who remember Bridget’s famously disastrous attempt at home cooking.
A cross-generational cultural moment
Beyond food and brand tie-ins, the excitement around ‘Bridget Jones: Mad About The Boy’ is creating a unique cultural crossover. For millennials who grew up with Bridget’s antics, the film is best enjoyed with a bottle of wine and a tub of ice cream. Gen-Z, however, is embracing Bridget in their own way, perhaps with “minerals, potions, and slippers” instead.
With marketing campaigns, social trends, and nostalgia all aligning, Bridget Jones fever is officially sweeping the UK. And as brands continue to tap into Bridget’s enduring charm, it’s clear that our favourite “chaotic” heroine remains as relevant as ever.
Lead image credit: Tinder campaign
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