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Marinate In Vodka For Best Results

July 12, 2005 By David Burn

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.
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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.”

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About David Burn

Co-founder and editor of Adpulp.com. David wrote his first ad for a political candidate when he was 17 years old. She won her race and he felt the seductive power of advertising for the first time. Today, David is a creative director in Austin, Texas.

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The Chronicle of Bright Ideas. Launched by David Burn and Shawn Hartley in 2004. Read, shared, and debated by a rogue group of ad pros ever since.

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