Marketing is so powerful that it can turn a well-crafted campaign into a cultural phenomenon. It doesn’t happen very often, but when it does it is something that surpasses “going viral.”
A prime example is Valentine’s Day, named after St. Valentine, a martyr celebrated by Christians for his stance about marriage that went against the wishes of a Roman Emperor. Thanks to the marketing campaigns of greeting card companies, chocolatiers and florists, Valentine’s Day morphed into a day to celebrate love and admiration and generates roughly $20 billion in sales.
And what about some of our most popular foods in America? What caused them to become so iconic? Marketing played a large role!
Food Staples and Marketing
Have you ever thought about how some of the most popular dishes on American dinner tables rose to that status? Like that bowl of corn flakes that so many people start their day with – haven’t those always been around? For all of us alive today, the answer is yes because John Harvey Kellogg developed this breakfast staple in 1906. Thanks to the Kellogg company’s marketing prowess, corn flakes quickly rose in popularity.
Green bean casseroles are so commonplace at Thanksgiving dinners that it seems like this dish is something the Pilgrims must have served on that historic first Thanksgiving in 1621. The facts tell a different story: The casserole was dreamed up by the marketers at Campbell’s in 1955. This simple, six-ingredient recipe includes three Campbell’s products, including cream of mushroom condensed soup, green beans and crispy fried onions.
Nutty Marketing
You don’t have to be from New England to know what a fluffernutter is, but it probably helps. For those who have somehow been spared of this high-calorie treat, a fluffernutter is a sandwich made of white bread with layers of peanut butter and a sugary, marshmallow spread.
It almost became the official Massachusetts state sandwich (still a hotly debated topic), but communities have found ways to honor this treat with “Fluffernutter Days.” There’s even a group of Flufferettes who perform at a “What the Fluff?” festival in Somerville, Mass.
Would marshmallow spread be even half as popular as it is today if it weren’t for the fluffernutter sandwich? The marketing behind it, which includes social media campaigns, relies heavily on nostalgia, family fun and good times.
Popular marketing campaigns don’t have to rely on quirkiness to be successful, but there is a time and place for everything. At SJC Marketing, we will work with you on your next marketing campaign, deploying the necessary tactics to get more eyes on your brand. Contact us and let’s brainstorm.