The scanned document looks like it was nicked from a recycling bin, but it's worth reading just for gems like this:
|Give it up for pepper!|
|Good job, bees!|
Well, aspiring to transparency and sustainability anyway. And buying up small farms so that their newly-pluralized brand name actually means something.
It's good, though, that consumer pressure is forcing big processors into at least wanting to be seen as wholesome and small.
They also want to break into the food snob market by developing two new premium brands, "Smith & Smith" and "Flat Iron Ranch".
"Size of the prize"? I'm amazed that agency people can present that to a client with a straight face. But they also committed the following atrocities:
|I am so ashamed of my industry right now.|
This kind of rebranding, dressing factory-processed meat in a neighbourhood butcher's apron, is happening throughout the packaged meat sector.
But the big question is, how much marketing spin are you prepared to swallow?
And note to self: shred all draft marketing plans.