One of the best ways to market is to be different or set-out from your competitors so that your product or service stands out and is in a word, memorable.
I was visiting a new store in The Shops of Don Mills in Toronto yesterday called McEwan. It is a destination location for foodies, and I am an unabashed foodie. The store is the creation of Toronto chef and Food Network Canada personality Mark McEwan and it is a gleaming,silver market, selling fresh foods to go,groceries,meat,fish,produce and cooking paraphenalia. It reminded me a bit of Fauchon in Paris or the food hall at Harrods in London on a bit smaller scale. It was a very pleasant experience and I will come back again and again due to the quality,value and experience.
My sweetie bought me a little treat. A Mo’s Bacon Bar (85gr) by Vosges Chocolate of Chicago. She knows I love Applewood Smoked Bacon as well as Chocolate. What a unique and memorable confection. And I was fascinated by the box that this bar came in. McEwan was unforgetable, due the outstanding quality and selection, but this chocolate bar stood out to me more than a lot of products I have consumed. It told me a story.
On the back of the bar this was printed along with a picture and bio of the chocolatier Katrina, the usual nutrition facts and UPC Code:
“Bacon & Chocolate”
I began experimenting with bacon and chocolate at the tender age of 6,while eating chocolate chip pancakes drenched with Aunt Jemima® syrup as children often do. Beside my chocolate-laden cakes lay 3 strips of sizzlin bacon,just barely touching a sweet pool of maple syrup. And then, the magic- just a bite of the bacon was too salty and I yearned for the sweet kiss of chocolate and syrup- so I combined the two. This was a turning point;on that plate something magical happened, the beginnings of a combination so ethereal and delicious tht it would haunt my thoughts until I found the medium to express it-chocolate.
From there,it was just a matter of time, and what began as a love of salt and sweet quickly unravelled into an obsession. No longer could I wait to unveil the royal coupling in solid bar form,a deep milk chocolate with bits and pieces of applewood smoked bacon and just a sprinling of Alder salt. Really, what doesnt taste better with bacon?
Peace,love and chocolate, Katrina”
Directly below this an instruction on how to eat the bar. A sentence ,primal in nature, evoking sensuality and lust.
“Breathe..engage your 5 senses, close your eyes and inhale deeply .Be in the present moment, notice the colour of the chocolate,the glossy shine. Rub your thumb over the chocolate bar, to release the aromas of smoked applewood bacon flirting with deep milk chocolate. Snap off just a tiny piece and place it in your mouth,let the lust of salt and sweet coat your tongue.”
I have yet to see a product that did such a good job of drawing me in to the experience and the mood. The message was truly memorable, the chocolate everything and more. Yum-O
The lesson here is that it does not take a great deal of space to clearly outline your difference from your competitors. Your written elevator speech can be that story and your hook. Now lean back close your eyes and think….
Here are some other ideas:
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It Doesn’t Get Better Than…Oscar Mayer’s New Ad Campaign » View … – Few food brands have a more impressive marketing legacy than Oscar Mayer. Their iconic “Weinermobile” was one of the first and most memorable marketing vehicles ever (literally). The company has been quite innovative over the years in …
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Branding With Memorable Marketing – In terms of memorable marketing, clothing retailer French Connection UK employed one possible strategy. It initiated a marketing campaign to differentiate itself from competitors by shocking its audience. Print ads as well as clothing …
chocolate and bacon? Interesting. It sounded nasty until you put chocolate chips and bacon together. Breakfast foods. So was it a Vosges bacon chocolate bar? sorry doesn\’t sound too appetizing.
It does not sound appealing but if you like the taste of both items separately you will like this confection. I enjoyed both kinds the milk and the dark with the separate and distinct flavors coming through, but not at breakfast. After the meal, like a fine cigar of the past. It was a Vosges and sooo good. But in Baton Rouge you might enjoy their other spicy truffles . Find some time at the next ADA or AGD meetings in Chicago to see Vosges. I have to admit my dentist might not approve though.
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