A California grocer recalled several cartons of Del Monte Cantaloupe because it may be contaminated with salmonella. I read the story and realized I don’t spend much time thinking about Cantaloupe. In fact, I could not have been counted on to tell you Del Monte produced cantaloupe.
Imagine being a brand that fades into the background of consumers’ minds until it is placed front and center by negative news. I do associate Del Monte with certain fruit but now I will remember they also grow cantaloupe. In the short term, I will also remember the association with salmonella.
When it comes to food, I care about organic, environmentally safe and locally grown. There are brands I associate with my food values but all the others just become fruit in the bins.
Do your consumers care about your brand or are you just one of many choices? Are they turning over the fruit looking for your label or just choosing whatever is convenient? Would it take a problem or bad news for your brand to be visible or do they know and love you now?
I don’t know about you but I don’t want to be the Del Monte of cantaloupe.
Karen Swim says
Andrew, I agree with you. Not all attention is good. I would much rather have positive media than a negative event, and if a negative event occurred I would want my response to be honest and reassuring.
Karen Swim says
Brad, your background really offers a different take on it. I associate Del Monte more with canned fruit, and never really thought about their position in the fresh fruit market. You’re right about their brand equity, and even though I don’t buy canned food, I can describe their cans perfectly. Interesting thought!
Karen Swim says
Alina, “not everyone knows you” is so true! It’s brilliant insight as well, because that should never be our goal. We don’t need everyone to know us and love us. I’m happy being the lazy choice if I can then win them over once they get a taste. 🙂
Alina Popescu says
I definitely wouldn’t want to be in Del Monte’s place!
If someone happens to find you and is convinced by your offer, then great! Not everyone knows you! They might even pick you because you’re there and they’re too lazy to keep looking. But if they stay because they’re so pleased with what you do, not because you’re the only one available to them, then you know you’re not Del Monte.
Great fruit salad, btw, Karen 😀
.-= Alina Popescu´s last blog ..The trouble with a fully automatic life =-.
Brad Shorr says
Karen, You ask some great questions here. As a marketer with a packaging background, the first thought that came to my mind is that cantaloupe, which is offered unpackaged in the grocery store, provides only a slimmest of opportunities for a branding message. I don’t recall even seeing labels on cantaloupe, like you see on bananas. For that reason, I don’t associate any brand with cantaloupe, so in that sense, it’s hard to blame Del Monte for not pushing the cantaloupe marketing envelope. They probably rely on their overall brand equity to help them rebound from incidents like you describe. In my mind, what really matters is how the company responds – via social media in particular.
.-= Brad Shorr´s last blog ..SEO Retrofits for Your Blog =-.
Andrew says
Karen – the idea that “any media attention is positive attention’ is not an idea for which I have a great deal of respect.
I don’t know how others feel, but personally, I could not imagine that I would be particuarly keen to rush out and buy Del Monte cantelopes after that.
.-= Andrew´s last blog ..Google books – let a wonderful innovation go full steam ahead =-.