What’s the value of a well-crated publicity stunt?
Did you see that Brooklyn-based Van Leeuwen, an ice cream maker, introduced a Kraft Mac N Cheese ice cream? This limited edition will be sold nationally for $12 a pint to help celebrate National Macaroni & Cheese Day.
I, too, didn’t know there was a national day to celebrate this classic American meal.
No one at Kraft/Heinz marketing is losing their mind (or their job) over this publicity stunt. It is an example of how you can be playful with a brand, get Kraft Mac n Cheese on the evening news, and blow up the Internet.
Publicity Stunts, Tacos, and You
Publicity stunts are as old as time. And they can still capture the consumer’s imagination from IHOP pretending to change their name to the recent Director of Taco Relations from McCormick. McCormick is hiring someone for four months to be their Taco Sherpa – to guide the seasoning house through the world of taco flavors.
According to their announcement, The Director of Taco Relations will work with McCormick’s branding team to develop recipes using McCormick’s Taco Seasoning mix and travel across the country to dish about taco trends with taco fans and chefs. They’ll also visit McCormick’s global headquarters to take a taco immersion course and help the company develop engaging social media content. In this part-time consulting role, the Director would be expected to work up to 20 hours a week for up to four months.
Note to self; If only I knew a recipe developer who teaches classes on Food Network named Fanny.
“McCormick’s Director of Taco Relations will ultimately honor and support the millions of Americans that rely on our taco seasoning every day while keeping McCormick at the forefront of the tacos of tomorrow,” McCormick Chief Marketing Officer Jill Pratt said in a press release.
Three Secrets to A Great Stunt
- Find a hook that is shareable and newsworthy. Who doesn’t want to tell their friends about Kraft Mac n Cheese ice cream or the possibility of becoming the Director of Taco Relationships at McCormick? These hooks are fun yet on brand. A hook allows you to hang the idea on a brandworthy concept.
- Take Your Brand Into A New Channel or Category. Think of the fun promotion that KFC did when they created fireplace logs. (Get the smell of KFC at home). Or the time that Cheetos brand snacks made a pop-up Cheeto’s restaurant. These crazy ideas bring the brand’s personality to life with a temporary idea meant to attract awareness – and to get people talking about your brand.
- Not all stunts have to be for a vast audience. When I was brand manager for Andy Capp’s snacks (Hot Fries), in the 90s we ran a promotion with Walmart that overwhelmed our capacity. We had to order new equipment that would take months. I came up with sending out a pair of Andy Capp branded boxer shorts letting our buyers know that we got caught with our shorts down. It was funny and memorable. It was a novel apology for getting, well – behind. It bought goodwill from buyers and cost us about $400.
So if you are thinking about ways to generate some great PR – think sideways, think about new occasions and think on brand.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo courtesy of Kraft/Heinz, Leeuwen Ice Cream Company, and KFC corp.
