Love Letters to Food Brands
Do Your Customers Write Love
Letters?
When Jamie Richardson, VP of
Marketing at White Castle Restaurants, was approached by the filmmakers of
Harold and Kumar Go to White Castle, he had to decide whether or not to allow a
group of strangers make a film about his brand. After reading the script, he
characterized the entire movie as a “love letter to the brand.” It
was an easy decision, he told me. The movie premiered and White Castle received
millions of dollars of free publicity that most regional quick-serve restaurant
chains can only dream about.
White Castle
engenders the kind of brand loyalty that few consumer brands do. The bottom
line is that their brand means something very, very distinct to the consumer
that hasn’t changed over the years. People have an emotional relationship
with the brand. Whether or not you like the little, square, steam-grilled
burgers topped with onions, you know exactly what the restaurant delivers.
It’s like having a crazy aunt. You may love her or hate her, but you know
exactly what kind of Christmas gift she’s going to give you!
Steven Addis, CEO of
Addis, a brand strategy and design firm located in Berkeley, California, says
you should ask your customers why they love your brand. If they can tell you
the reasons, that’s good. If they can’t tell you the reasons,
that’s GREAT. “It’s like trying to answer the question of why
you love your kids,” he said. When an emotional connection is profound,
words can’t articulate
it.
Can you imagine a
group of filmmakers wanting to make a movie about your brand? If yes,
congratulations! You’re probably enjoying healthy margins and climbing
volumes. If not, ask yourself why. Have you established a clear, emotional
connection between your food and their
lives?
I can lovingly
wax poetic about Starbucks Frappucino, Swedish Fish, Grandma Utz’s, Heinz
Ketchup, Jelly Bellys, and orange Gatorade (also a few non-food brands such as
Westin’s Heavenly Bed and Scrabble). These are the brands that move me.
Ok, now it’s
your turn. Which FOOD brands could YOU write a love letter to? Tell me which
ones and why, so I can share with Morning Cup readers!
Email me at:
MorningCup@foodcom.com.
Posted: Mon - March 21, 2005 at 09:55 PM