When is a fruitcake not a fruitcake? Reframe, Rename & Gain!
By Roberta Rosenberg on Aug 1, 2008 in Occasional Rantings
In the copywriting course I teach, there’s an example of a texas fruitcake bakery that reframed its product with a brand-new name - Texas Pecan Cake - as a way of moving past all that holiday snittering about well, fruitcake.
That was some pretty smart marketing.
Last night, after getting some pretty snazzy, raspberry-colored new glasses from Costco, hubby and I decided to grab a quick bite at the nearby Mimi’s Cafe. Checking out the menu I noticed that they didn’t have a Senior’s Menu (not that I look at it or anything), but they did have something called the “Just Enough” menu. A few select meals served between 4pm and 6pm.
Wow, talk about reframing! Brilliant!
I actually reviewed the menu based on how hungry I was, not my preconceived and oh-so-amusing notions about senior menus and portions. Important as I edge toward age 55 land. (Ever notice in surveys the categories for the mid-years end at age 54?)
::gulp::
On a completely unrelated note, it’s Friday. Who wants to see a photo of my in my snazzy new glasses? Feel free to raise a hand in the comment section.
- Enjoyed this post? Subscribe to The Copywriting Maven by email or RSS
- Need a copy critique or a consult? Contact the Maven
- My favorite resource on landing pages - The ultimate guide to writing and designing effective landing pages - Marketing Sherpa’s Landing Page Handbook, 2008 (aff)
Tom Chandler/Copywriter Underground | Aug 1, 2008 | Reply
Prunes are now “Dried Plums” - at least in my grocery store. And why not - they’re good for you, but who’s going to eat Old People Food?
Tom Chandler/Copywriter Underground’s last blog post..Blogging From the Grave: George Orwell Diaries Blogged 70 Years After They’re Written
Roberta Rosenberg | Aug 1, 2008 | Reply
@Tom, so you’re saying you DON’T want to see a picture of me in my new snazzy glasses
Meryl K. Evans | Aug 2, 2008 | Reply
Great discussion. I didn’t hear about the fruitcake change — brilliant move. Is this the Collin Street Bakery? No matter all jokes about fruitcake and their not being edible… seriously, the bakery’s is good!
Dried plums also sounds better. Another one… Kentucky Fried Chicken changed to KFC, which worked well. Doubt McDonald’s will change it to McD’s, Mickey D’s or McCr@ps
Meryl K. Evans’s last blog post..The Freelancing Flexibility Advantage
Web Site Design Seattle | Aug 4, 2008 | Reply
Texas Pecan Cake - Now that is smart. It sure sounds a lot more appetizing than fruit cake…
Roberta Rosenberg | Aug 4, 2008 | Reply
@Meryl - yes, that’s the Collin Street Bakery. I haven’t had their stuff but I think I’m one of the few people who doesn’t mind a slice of fruit cake now and again.
@Web Site Design - I love smart reframing. It’s like spin but soooooo much cleverer.
Eamon | Sep 3, 2008 | Reply
Hi. Do you have a favourite blog post list?
Thanks, Eamon (spotlightideas.co.uk)