People Eating Advertising?

There is a well-written and entertaining article on Grape Nuts in yesterday’s Wall Street Journal. It included a fantastic quote from Carin Gendell, senior brand manager for Grape Nuts in the ’80s. “Grape Nuts,” she says, “was people eating advertising.”. The same could be said of many, many foods today.

I have personally had discussions with more than one processed food company where they are viewing advertising as a raw material input to their finished product – much in the same way as grain, corn syrup or cardboard for that matter. While it’s not necessarily appetizing, it’s undeniably true and brings up an interesting point. Effective advertising has become as important an ingredient in many products as the raw materials from which the actual product itself is made. It’s important to note that Carin says “was” and not “is,” because Grape Nuts has lost share dramatically since those heydays – another important reminder of what can happen to a brand if it loses touch with its customers.

I am actually a big Grape Nuts fan – I happen to like “the rhythmic crunching that reverberates around your skull” – so I hope the current $5M campaign moves the needle.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of Brand.net, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to Brand.net, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

One Response to People Eating Advertising?

  1. Pingback: A Housewarming for Procurement « Brand.net

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