Taking brand promises with a pinch of salt
The media is reporting a survey by health campaign group Consensus Action on Salt & Health (CASH) which shows that some pasta sauces on sale in the UK are saltier than sea water. A good hook for a survey but bad news for celebrity chef Jamie Oliver, whose spicy olive and garlic pasta sauce topped the poll with a whacking 3 grams of salt per 100g.
This looks to have been a brand extension too far. Jamie is a brand and brands need to deliver on their promise. Over the years, he has been the front man for campaigns on better school dinners, healthier eating, animal welfare, creating employment for disadvantaged young people, apple pie and more. Today’s news is at odds with his wholesome image. What is to be done? His team will be working to focus attention on their man’s good deeds. But while they control the brand, they don’t own Jamie’s reputation. His public image will be dented. Will his sales be hit? Certainly, expect a new recipe pasta sauce to be rushed out and to hear updates on his campaigning efforts. But when his next campaign is launched with television series, website and spin-off book, his public might just take it all with a pinch of salt.
Meanwhile, the celebrity cook market remains big business, particularly in the run up to Christmas. A quick search of the web shows that today Jamie can sell you:
Jamie Oliver salt and pepper mills
Jamie Oliver salt pig and scoop
That just rubs salt in the wound.
Tags: Brand, campaign, health, pomise, PR, survey
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