Stove Top woos year-round stuffing eaters

Sally Herships Apr 6, 2012

Jeremy Hobson: If you had an Easter or Passover feast over the weekend, it’s probably a little early to think about Thanksgiving. But that’s exactly what Kraft Foods, the makers of Stove Top stuffing, want to do with a new ad campaign that launches today.

Sally Herships reports.

Sally Herships: One of Stove Tops’ new ads shows an angry teenage pilgrim with a strong opinion about stuffing.

Stove Top ad: If something tastes good, you should be able to eat it whenever. And what’s with all this turkey? Why not Stove Top with pork chops, or tacos?

Melissa Abbot is with consumer research firm the Hartman group. She says stuffing is associated with winter and holidays, even if Stove Top spends more on ads consumers may not buy more.

Melissa Abbot: We would love it less if we had it on everyday occasions.

Hidden Valley is also trying a rebrand. It’s thickened its ranch salad dressing and is selling it as the new ketchup.

Tim Calkins teaches marketing at Kellogg school of management. He says the move could be risky.

Tim Calkins: You’ve got to find a way to take to remind people about the salads, but at the same time get them thinking about hot dogs.

Calkins says getting consumers to use old products in new ways has worked well for some brands. Classic example: Arm & Hammer baking soda.

Calkins: My personal favorite is we’re supposed to pour it down the drain.

From a brand’s perspective, it doesn’t get better than that.

I’m Sally Herships for Marketplace.

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