Marinate In Vodka For Best Results

Lewis Lazare: Why are we not surprised that Fremont Co., one of the nation’s largest producers of sauerkraut, was having trouble getting younger consumers interested in its product? The rather unappetizing-sounding product name alone could turn off millions of customers.
Lacking a giant advertising budget, the Fremont, Ohio-based company recently turned to an unlikely resource, Chicago public relations firm Bigfrontier Communications Group. Unlikely, because Steve Lundin founded Bigfrontier three years ago primarily as a tech-focused public relations firm.
Lundin suggested Fremont reposition sauerkraut as a food product with glamor. He came up with the idea of promoting a new drink called the “K-tini” — a martini made with olives stuffed with sauerkraut.
To get the word out, Bigfrontier planned parties in the hottest nightclubs nationwide. But coming from a tech PR background, Lundin quickly found out he and his associates weren’t the most adept of nightclub party planners. So they developed a K-tini party kit that was shipped to nightclub operators with the suggestion they throw their own K-tini parties. And they did.
The buzz about the K-tini finally gave it some invaluable exposure on ABC’s “Good Morning America,” where a K-tini was made on air.
Now Lundin is distributing information about the health attributes of sauerkraut, and is busily gathering data for the third component of his public relations thrust — focusing on what he refers to as sauerkraut’s “phenomenal flavor.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.