As the economy continues to wallow away in a recessionary trough of despair, the trend of people brown bagging their lunch is on the rise. It always happens when times are tough. Based on this trend, it stands to reason that the sale of deli meats will increase through all retail outlets, most notably supermarkets. There's one brand that you see almost everywhere. It owns the deli meat category here in the northeast. All other competitors are dwarfed when compared to Boar's Head. It isn't often that a brand is able to manipulate a channel. Boar's Head is a brand that's everywhere. Check out your local deli and sandwich shop. You'll find that the meats they use are Boar's Head. Boar's Head has done a phenomenal job of establishing a "must have" brand presence. It is an ask-for brand that is totally consumer driven. They have done all of this smart, focused advertising with a memorable announcer voice-over. Their point of purchase or point of awareness work owns the retail establishment. The brand stands for quality and taste and exudes a sense that a sandwich really isn't a sandwich without Boar's Head.
March 2009 Archives
Everyday I try to look for good news that reaffirms the fact that our economic system will return to a sense of normalcy at some point in the future. It helps to maintain an optimistic outlook. Back in the fall across other business entries, I referenced the fact that wood stove and chain saw sales were on the rise. More recently, the story was about snow blowers selling out and the potential upswing for lawn mower purchases this spring. What does all of this mean? A bonanza of opportunity for the big-box retailers who stock these products and target the new cost conscious do-it-yourselfers. This microtrend of consumers returning to do-it-yourself roots to save money continues unabatedly. According to USA Today, one of the latest product segments that is experiencing a sales explosion is plant seeds. Burpee Seed Company expects seed sales to jump over 25% this year.
Appropriate is a loaded word, one that is filled a myriad of implications. Is that appropriate behavior, or appropriate dress? Appropriateness is now front and center in the minds of marketers everywhere. That's what an epic recession brings to brands everywhere today.
