Showing posts with label meat. Show all posts
Showing posts with label meat. Show all posts

Monday, January 25, 2016

Another British brand tries trolling non-customers as a marketing strategy

The Sun
Remember the controversy over Protein World's "Beach Body Ready" ads last year? The ads sparked a firestorm of Twitter protest, inspired vandalism and parody ads, and was eventually banned by the ASA.

The campaign, which Adland's Dabitch described as "trolling as a social media strategy," resulted in huge amounts of earned media and — according to Marketing — £1million in direct sales revenue.

I've never been a fan of the cliché, "there's no such thing as bad publicity," but for brands that are seeking to grow a narrow-but-oppositional target market, it can work.

The Sun

Enter Gourmet Burger Kitchen, a UK chain that decided to dust off an old chestnut for meat vendors: Making fun of vegetarians.

The Sun
The reaction was as big as it was predictable:




The advertiser has since made a tepid apology on Facebook, and has promised to take down "some of" the ads. But a follow up survey, published in The Drum, showed that the campaign was likely to increase sales slightly.

Which makes me wonder, are angry social media protests over campaigns like these just playing into the hands of the most cynical marketers? Do activists risk becoming one more channel for earned media?

I'd love to hear some opinions about what's happening, and what could go differently.


Thursday, December 18, 2014

Better meat is coming to fast food



I've been going on about it for a few years now, but it's actually happening.

Chipotle dropped the gauntlet with its promise of more local, sustainable sources. McDonald's has tried to become more transparent about its farm-to-fork supply chain (especially in Canada and Australia). Also in Canada, an independent A&W promises "hormone-free" beef and chicken raised without antibiotics.

Now American chain Carl's Jr. (whose gratuitously sexed-up ads frequently feature here) is doing something really smart: They're offering their customers a choice.

According to Burger Business, Carl’s Jr. is ready to introduce the first “all-natural, no hormones, no antibiotics, no steroids, grass-fed, free-range beef patty” from any major quick-service (fast food) chain in the United States.

But they're not replacing their ordinary beef burgers, just offering the more natural beef as an upgrade:
“We’ve seen a growing demand for ‘cleaner,’ more natural food, particularly among Millennials, and we’re proud to be the first major fast-food chain to offer an all-natural beef patty burger on our menu. Millennials include our target of ‘Young Hungry Guys’ and they are much more concerned about what goes into their bodies than previous generations,” Brad Haley, chief marketing officer for Carl’s Jr., said in a statement announcing the new burger. “Whether you’re into more natural foods or not, it’s simply a damn good burger.”
Great news for people concerned about where their meat comes from, and how the animal lived. Now it's up to the restaurant's regulars to put their money where their mouths are.

Sunday, December 1, 2013

Edgy restaurant branding, or terrible new euphemism for "vulva"?

Via skirtsteak.ca

The question is, of course, rhetorical. The web site's feature image shows a woman splayed over a butcher block, hanging an agonizingly vaginal steak by a meat hook. It's about the most awful advertising image I've seen in ages. (Apparently, it's also a billboard.)

The Ottawa Citizen reports that this upcoming suburban steakhouse is owned by the Rooney Group, who also own Tosh Steakhouse & Bar in Arnprior. The Rooney Group would not talk to reporters.

The work is featured in the portfolio of Ottawa's Light Switch Creative.

The restaurant's site is all about hiring right now. Here's how they describe themselves:
Skirt Steak is a steakhouse redefined. The sleek, contemporary atmosphere combined with unique menu selections and cuts of meat, leave guests with little to desire. [...] This sexy and edgy take on today’s steakhouse will keep you wanting more.
 Sexy, edgy... and almost literally dripping with misogyny.



Julie Lalonde, director of Hollaback! Ottawa, told the Citizen, “I rolled my eyes. How unoriginal, you’re using women as a metaphor for meat. If you can’t advertise your business without objectifying women then you don’t have a good business model. It turns people off and it’s offensive.”

Barry Nabatian, director of market research for Shore-Tanner & Associates, added that the location — close to the hockey mecca, strip malls and technology businesses of Kanata — may be right for this kind of approach, saying “a lot of the people are engineers who go out looking for those things.”

Doesn't really say much about the profession, does it?

The women as food cliché is already tiresome. This one is gruesome as well. The woman with the cleaver offers us her "skirt steak," freshly butchered. Are we supposed to want to eat it or...? I don't intend to find out.


Thanks to Paul for the tip.

Friday, December 7, 2012

Merry Christmas from the American Meat Institute

Via johnwilliamson.com

The American Meat Institute is still around. The ad is undated, but others like it are from the 1940s. At that time, the AMI did not represent poultry processors, so I'll assume this category ad was intended to convince Americans that Christmas ham was superior to turkey for the big dinner.

Ham is festive, ham is gay—ham's in tune with the holiday!

Monday, September 10, 2012

Can man live on bacon alone? Oscar Mayer is giving it a shot


Have bacon, will travel.

That's the idea behind Oscar Mayer's clever new online campaign. They're sending a man across the United States with no money. All he has is a van full of Oscar Mayer bacon to barter for non-bacon food, lodging, and other expenses.



The campaign offers people along the route to make barter offers with "Josh Sankey" via e-mail, Twitter or Facebook.

I'm not a big fan of factory farmed and mass-processed bacon. But as far as marketing is concerned, this is pretty damn tasty.

Tip via NY Times

Tuesday, September 4, 2012

"Give us that slot revenue, or we'll shoot 13000 horses"


I couldn't help but think of this classic National Lampoon magazine cover when I read a CTV report that Ontario's Horse Racing Industry Transition Panel is warning that "7,500 to 13,000 could be euthanized by early 2013 as a result of downsizing in the horse racing and breeding industry."

What's going on here? The Ontario government wants to scrap a 1996 deal by which the horse racing industry was able to share in the revenues from slot machines at racetracks. The program, called SARP,  is worth $345 million a year to the racing venues. Without it, they owners say the industry will collapse. And without tracks, according to the government panel, there will be nothing to do but kill all those horses. 

Glenn Sikura, president of the Canadian Thoroughbred Horse Society, apparently agrees. “The horse industry’s done a very good job of placing horses with other ways of competing … but there’s just not enough homes,” he said (I'm sure while making a sad face). 

Lesson learned by the racing industry: Never look a PR gift horse in the mouth.

Much of this seems fishy to me. Apparently, we've been subsidizing a venerable gambling industry that is not economically self-sufficient with the profits from one of the most addictive modern gambling vices — slot machines. But now that Ontario is in economic trouble, they're clawing back money from wherever they can. (The Panel called the slots program "poor public policy" anyway.)

Then there's the question of these horses we've been subsidizing, for what some claim is a cruel industry. If not racing, they apparently have no other use than to provide horse meat to anyone willing to eat it. Which, if you think about it, is no worse fate than that of our multitude of delicious cows, pigs, lambs and chickens. 

But horses are treated differently here. They have "pet" status. So the troubled Ontario Premier actually has to respond to this emotional blackmail.

“We’re concerned about some of the stories we’ve heard about mass euthanasia of horses. That is not something we intend to support, obviously,” Dalton McGuinty is quoted as saying. “We’re listening very intently. But at the end of the day, we’ve also made a decision: We’ve got to put schools and healthcare ahead of subsidizing horse racing in Ontario.”

Schools? Healthcare? But... but... but... HORSIES!




Sunday, August 26, 2012

Mary had a little lamb, fries, and a Coke


This was posted on Copyranter today. It's part of a big product launch in Australia and New Zealand. (You can see the whole campaign at The Inspiration Room.)

Made me laugh, anyway.

This type of carnivorous humour is nothing new, of course. And The Saskatoon Restaurant did it best.


Thursday, May 17, 2012

New steak "discovered," named after Las Vegas

The Drovers Cattle Network reports on a big unveiling that happened at last month's "Protein Innovation Summit" in Chicago: The world's newest cut of beef.

Called The Vegas Strip Steak, it got the cattlemen pretty excited. But the way they talk about meat is pretty unappetizing, even to a steak fan like me:
With more than 30 years of beef carcass research and development, Mata, the self-proclaimed Meat Geek, approached Nelson and Oklahoma State University’s FAPC with the possibility of a new beef carcass cut. 
Seriously. PETA couldn't ask for better framing than the repeated use of "carcass" when talking about what is supposed to be an appetizing food. But then again, the whole idea of "Protein Innovation" makes me think more of pink slime than of wholesome meat dishes.

The actual muscle used is still under wraps, as the innovators are hoping to win a patent on the cut.

But it looks like this:


That picture is from the cut's promotional site, which states:

There’s nothing else quite like steak and it epitomizes the pleasure of eating beef. That’s what prompted a meat scientist, a chef and a university to team up to find a new steak, saving an undervalued muscle from the fate of the grinder and moving it to a far more valuable place – the center of the plate. 
In economically squeezed times, restaurants are looking for high quality at lower costs. It took the passion and innovation of our dedicated team to find a steak to fit that need.
So it's basically something that would otherwise end up as "trim" — which is where hamburger comes from. But how has this cut not been found before?

There are a couple of things that make me wonder:

First, look at this quote:
“The Vegas Strip Steak is the latest and perhaps last steak to be found from the beef carcass,” said Jacob Nelson, Robert M. Kerr Food & Agricultural Products Center value-added meat processing specialist. 
"Value-added meat processing"? There's another thing that makes me think of pink slime. Could just be their shop talk, though.

Second, they keep referring to the steak as "fabricated":

“This steak can be fabricated from 4 ounces to 12 ounces,” Nelson said. “Versatility of this steak allows it to be utilized across a wide range of food service sectors.” 
 "...two suppliers are fabricating the cut and interested parties can be licensed to use the cut."
“Given the history of the beef industry, the discovery of a new beef steak that has never before been fabricated and marketed could appear to be an impossibility,” 

Once again, this could just be industry jargon. But the "impossibility" part also raised my curiosity.



As well promoters boast that the steak is "super tender" and "requires no aging". How is it that such an amazing cut of meat has never before been discovered by generations of butchers?

Is it possible that this steak isn't a solid cut at all, but reformed meat?

You see, the process of gluing together pieces on meat from the same (or different animals) using transglutaminase and beef fibrin to make larger cuts has been under media scrutiny of late.

Says Reuters:

The U.S. Agriculture Department says the enzymes, which are also used in imitation crabmeat and some pasta and dairy products, must be listed on the ingredient label of anything containing them. 
But because most meat containing the enzymes is sold to the food service industry, critics say few consumers know they're eating them. 
Critics have also suggested the enzymes, which are derived from beef plasma and other sources, could be used to deceive consumers by turning smaller, inexpensive cuts of meat into what appear to be premium cuts.
Note that the Vegas Strip Steak is being promoted directly to the service industry.

I don't really have time to delve further into this miracle meat discovery. But I sure will be watching how it unfolds.

Saturday, March 31, 2012

Do vegetarians buy BBQs?


Of course some do. You can do amazing things with grilled vegetables and mushrooms.

But this flyer, from a local distributor for BBQing.com, seems to be betting not only that its potential customers are not vegetarians, but also that they hate PETA.



Now, I am not a vegetarian and I do dislike PETA's marketing tactics and extremism. This brand is probably making a smart strategic move by targeting guys (let's face it) who eat lots of meat and like to feel obnoxious about it. Canadian Tire and Home Depot can't do this, because they have to appeal to everyone. These guys can afford to be assholes.



By the way, if the "mashed potatoes" gag seems familiar it's because this billboard has been floating around the internet forever:


But if you're going to wear that statement around, you might as well get the original.

Wednesday, March 28, 2012

Hillbilly Food Porn

Ohhhhhhh baby....
If you are a foodie who eats meat (and who does not consider pork "unclean") I dare you to watch this ~10 minute documentary without getting ravenously hungry.


CURED from UM Media Documentary Projects on Vimeo.


Allan Benton is a man who loves some good preserved pig. And he brings that love to the family bacon and country ham business he inherited in Madisonville, Tennessee.

My favourite part is when he makes the bacon-fried potatoes and ramps (ail des bois) in the open air. I have to try that when the rare wild delicacy shows up in the farmer's market here. But sadly, his pork products do not ship outside the United States.

Via The Aggregate

Wednesday, January 25, 2012

Australia's "Barbie Girl" is not sheepish about shilling for meat

Sam Kekovich is an Australian sports commentator, media personality and "lambassador" for Meat & Livestock Australia.




To promote heavy lamb consumption for Australia Day cookouts, Sydney agency BMF teamed him up with surgically-enhanced pop singer Melissa Tkautz to perform a carnivorous cover of Aqua's 1997 dance hit, “Barbie Girl”.



Did I mention that he's autotuned? He also raps.

Happy Australia Day down there.

Tip via The Inspiration Room

Friday, November 11, 2011

F'd Ad Fridays: Reassembled pig


Next step: reanimation.

Via Buzzfeed

Update: Consumerist found the manufacturer, Greenridge Farm.

Here's a picture of the proud pork moulders at a food expo:

Sunday, March 20, 2011

Can we re-imagine meat as a luxury good?




For someone who loves cheeseburgers so much, I actually have a lot of respect for vegetarians and vegans. Not so much on ethical grounds as on environmental ones. Many of them are living more lightly on the land than I do.

But I continue to consume meat. For me, it is a natural and healthy food if sourced responsibly and consumed in moderation. Julia, my wife, has gone 2/3 vegan with her "Vegan Until 6" lifestyle. But she's still an omnivore at supper.

What we try to do is to choose locally-, small-scale-, and naturally-farmed meat whenever possible. This is more effort, requiring visiting open-air markets and farm gates, and it is certainly more expensive. But I've come to decide that that's a good thing. It makes us value it more.

It also makes us think about the animals we eat. Julia's grampie used to raise cattle in New Brunswick. (Her uncle there still does.) Family farmers who have small herds really get to know their livestock. They love them. But when the time comes to slaughter, they do it, because farmers' pragmatism overrules their sentimentality. (Despite the fact that they tend to have a lot of both!)



We're raising our son as an omnivore, and he's a child who is not afraid to feed clover to a cow one year, and have it as a hamburger the next. We are fortunate enough, here in Ottawa, to be able to visit the Canada Agricultural Museum whenever we want. He gets to see, touch (and smell!) the creatures that make up his hamburgers, hotdogs, and chicken sandwiches. I like to think it teaches him to respect them.

And "respect" of the animals we eat, in the Noble Savage myth we all imagine where the hunter-gatherer's life is a shared journey with his prey, is what I'd like to see more of. But how?

Well, here's a crazy idea: What if we purposely made meat more expensive? 

Imagine if our agricultural standards and regulations cracked down on the many industrialized practices that keep meat cheap: confined animals, medicated feed, growth hormones, feedlots and factory slaughterhouses. Imagine if livestock had to be raised the old fashioned way: pastured, slaughtered and butchered by many small businesses.

Gone are the mass meat recalls (since small-scale meat packing limits spread of contaminants). Gone are the disgusting massive pig, chicken and beef operations. Back are the entrepreneurial family farms.

Could it work? If hamburger were $10 a pound, would you eat less of it? Would you really value the taste of a well-prepared burger?

And in case you're rushing to the comments thread to tell me what an elitist prick I am, I know what the gaping holes in this idea are.

First off, rising food prices are causing unrest worldwide. Why would we want to make it worse? Economically vulnerable people already struggle to feed themselves. And as easy it is to suggest that they learn to cook and eat beans and rice — like the rest of the world — and minimize meat. But there would have to be a major social change for people to adapt to that. Cooking is not a skill that is in the toolkit of many of Canada's urban poor, and people are used to feeding themselves on McDonald's for cheap.

Secondly, my Libertarian friends are experiencing fits of outrage at the idea that the government should force the change. I understand that. But don't worry — the industrial food lobbyists would never let it happen anyway.

No, the only way to really do this is with consumer power. Making individual choices about how our food gets from gate-to-plate that allow us to enjoy that bacon sandwich with full responsibility and little guilt.



And it is elitist. The stuff is expensive. I really do pay $10/pound for my hamburger to get naturally-raised, dry-aged, local beef from Aubrey's Butcher Shop

Here is their pitch:

From “Field-to-fork”..... this traditional butcher shop prides itself on its extensive knowledge of the meats and the farms they come from. It begins with a time honoured history of providing the highest quality products from dependable local sources … that means Farmers, not factories. Some of the relationships with farmers and suppliers extend back over 40 years. Meats are prepared and cut by true butchers trained on site. This ensures that all products meet Aubrey’s high standards and more importantly, exceed the customer’s expectations. In short, at Aubrey's, you will get exactly what you want cut skillfully to suit.
It tastes much, much better. And while I end up making burgers less often, I really put care into preparing them because that meat is valuable stuff.

In short, it's a luxury. Just as meat was a luxury food for our ancestors, from the early modern period right back to the hunting and gathering days. Meat was not to be taken for granted.

So my question to all my omnivorous friends is, are you willing to pay more for less meat? And to all of you: do you think it will make a difference?

Or am I just a smug food snob idealist?

Friday, December 31, 2010

I resolve...

I really freaking love cheeseburgers. But this campaign for Dangerous Dan's Diner in Toronto — dripping with both irony and grease — has inspired my New Year's Resolutions for 2011:

I resolve to eat healthier, with less meat and more veggies.

I resolve to reduce the amount that I eat,
and increase the quality of ingredients.
I resolve to support healthy and humane farming and
slaughtering practices (as much as I can) in my food purchases.
Ummm... I forgot what this resolution was about.
Happy New Year, everyone. Be safe. Be healthy. Be excellent to each other.

Monday, July 19, 2010

I am offended by this ad

The Toronto Star reports (and rather gleefully, I should add) that the following ad "is a tad too sexy — even for the famously sultry City of Montreal":



Apparently, a city official calls the advertisement sexist and "not something Montreal could endorse".

Montreal, people.



In Pammy's words:

"In a city that is known for its exotic dancing and for being progressive and edgy, how sad that a woman would be banned from using her own body in a political protest over the suffering of cows and chickens. In some parts of the world, women are forced to cover their whole bodies with burqas -- is that next? I didn't think that Canada would be so puritanical."


You obviously have your own opinion about whether this ad is sexist, smut, or "you GO girl" empowerment. But it's pretty damn tame for PETA, who have at other times shown the Canadian ex-pat topless and in a lettuce bikini. They show skin, someone gets mad, people talk about it, and PETA gets the attention it so desperately craves. Old story.

In fact, the most offensive part of this whole tale is how hackneyed the ad concept is. Real live PETA protesters have been doing this one — in a far more daring way — for years.




UPDATE: Interesting note from PETA regarding their use of naked women in ads (via @Treehugger):

"First, please know that PETA isn't using women's bodies. Women are using their own bodies. The women who use their bodies as political tools do so willingly and gladly, and they don't like to be told to cover up by other women who don't agree with their choices. They feel that they have the right to express themselves in this way, and they don't want some women dictating and criticizing them for how much skin they wish to show any more than women who lived during the early days of feminism and before wanted men to tell them to cover up.

As for PETA, we recognize the simple fact that there's a lot of competition for consumers' attention, so we are creative and provocative in order to make sure that people do turn around and stare and then learn something about the cruel industries that we fight. Our activists and celebrity supporters gladly use their bodies as a sure-fire way to draw attention to how animals are exploited. The women are not exploited--they are happy to participate in a social cause. They show about as much flesh as you might see at the beach. They are proud to be able to use their bodies for a good purpose--to draw attention to the suffering of elephants who are beaten bloody and forced to live in chains and to the plight of other animals who endure torture, isolation, terror, and violent death. And it works--Olivia Munn's participation in our anti-circus campaign prompted more than 300 clothed people to participate in our protest against Ringling Bros. at the Staples Center in Los Angeles last week.

As an organization headed and founded by a woman and staffed largely by feminist women, PETA knows about the serious problems that women face, both here in the U.S. and in countries where women are forced to cover up and shut up. Impassioned individuals have been "going naked" since Lady Godiva protested taxes. We believe that all people should be free to use their minds and bodies as political instruments."