In Tuesday’s New York Times, writer Stuart Elliott notes that many of the big mealtime packaged foods companies that we all knew in the Mad Men days have made a branding comeback. Seems that the Kellogg’s, Kraft’s and Jif’s of the world are sustaining, and in some cases, increasing their advertising buys. All I can say is hooray!
As someone who cut their teeth working on brands like Coca-Cola, Kinney Shoes, Pentel Pens and Borden’s, the fact that Americans are going back to basics and actually spending time at home and cooking in their own kitchens is really pretty wonderful. Of course, the foodie in me felt gut punched on learning of Gourmet’s demise, so clearly all is not well in the land of Madison Avenue media spends.
With that said, as these brands come back to life and into the mainstream, who wants to bet that we’ll be seeing more of them via mobile phone promotions, YouTube, and at tailgate sampling events? Oh yes, and on blogs like this one that celebrate how PR initiatives have always been and continue to be a cornerstone of brand building. Anyone want a Swanson TV dinner topped with a Betty Crocker cupcake for dinner?
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