Dovetail: Promotion & Partners

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When spray cheese is the star

Posted August 6, 2014 by Vicki.

One of my colleagues loves to tell the story of my reaction to HER reaction to a partnership we had delivered. One food in this partnership was clearly not to her taste. My reply? Partnerships are not always about what WE might like. Good partnerships are the ones that work for the time, place, theme and partners.

That story came to mind again recently. A spur-of-the-moment plan to explore the great outdoors meant “roughing” it by a trout stream with a hastily packed picnic, built from purchases from a small grocery store. Sitting in the sunshine next to a babbling brook, we happily dined on diet soda, beef jerky, Triscuits and Kraft Easy Cheese while we watched trout swim by. They say that everything tastes better outdoors, but I don’t think that was it. It was the perfect meal for that moment. It was delicious. 

So that afternoon was an important reminder: if a brand sells in grocery, more than a few people like it. So don’t pass any brand by when considering partnerships.

And a personal note to Kraft Spray Cheese: you can top our Triscuits any time.

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