That’s the best way to describe what’s happening to that wholesome iconic brand that we all love. They just got inked. The first complete edition from the new Editor-in-Chief Adam Rapoport will hit news stands in May and it seems he’s looking to make a great departure from the old brand image. The marketing department is launching a sort of teaser campaign called, ‘Bite Me’ that will launch in major cities and is targeting the ‘crucial Sex and the City demographic.’ I’m sorry, but last I checked no one in that demographic was interested in cooking or eating for that matter. Unless the issues will have articles like, ‘Cosmos for Every Occasion’ I’m not sure what they’re going for.
Click the picture to visit the campaign site.
I’m not too familiar with the history of publications doing ad campaigns, but with low subscriber rates across the board, I guess maybe it will help? Or it might be a desperate plea for attention…? When clicked on the link to the campaign website I had to do one of those quick minimize screens when I saw those giant boobs in my face!
I appreciate them trying to keep in touch with the new generation of foodies, but if their magazine is as off the mark as their ad campaign they’re in for a long and painful reign under Mr. Rapoport. I hope they prove me wrong!
For the record, I have never eaten Chef Boyardee, as eating canned tomato sauce let alone canned pasta was practically part of the ten commandments in my house growing up. But, I really LOVE this commercial. Kind of an interesting marketing strategy to hang on to their tween customers. ‘Are we gonna talk about boys or what?!’
Click to watch the commercial on YouTube
My mom and I share a soft spot for potato chips. No sandwhich is complete without a few chips on the side. Lays has always been my brand of choice and now even more of a reason to love them for their local farmers!! And love their subway installation in Chicago! Also check out their commericals on their website.
As one might guess I’m not much of a fast-food goer. But there is a place in the potential clogged artery section of my heart for KFC. As a kid, many weekends were spent traveling from our home in NJ to Brooklyn to visit family. There was a KFC on the way to the parkway which meant Popcorn Chicken and potato wedges for all! Although I can appreciate their healthy efforts to go grilled, but for someone like me with infrequent visitation, I’m goin all out with the fried goodness. I do love their non-traditioal advertising with this floating restaurant. I believe the first of its kind! More of a reason to love this place!
I love how this commercial goes beyond all advertising rules. The client was probably just like, do something funny. We don’t care if you talk about the product. And I have to say very nice contrast with the stark white room to showcase the bold colors of the product. Kids were a little strange…but I kinda like it. I think we should try and bring back the word ‘Indeed.’
Working in the field of advertising I sometimes have to defend the intentions of marketers. Yes, we are here to make consumers spend money, but we are also here to build awareness of new products/services/organizations etc. I recently read an article from MediaPost which I found to be a little disturbing.
Researchers from Yale University, found that 45% of children age 7-11 ate more snack food while watching a cartoon that included food commercials than those who watched the same cartoon with non-food commercials. This could lead to a weight gain of about 10 pounds a year unless counteracted by an otherwise healthy diet and physical activity.
Adults are no better. Those exposed to unhealthy food ads ate more than those exposed to ads with a healthy food message.
The article concludes that food advertising has a direct link to automatic eating, regardless of hunger.
Personally, I can’t say I fall into this category, maybe because I work in advertising and dissect TV commercials like a film critic. But what worries me is the effect it has on children. I can’t help but take defense to the side of the TV commercial. The advertising of a products despite how much sugar or fat content is an important part of our economy. Consumers [In this case parents] need to take an active role in filtering the messages seen in advertising and relaying that to their kids.
Hopefully one day educators will place as much emphasis on food education as they do on algebra. And maybe one day people will come to their senses and products containing high fructose corn syrup will become completely extinct.
Full MediaPost Article