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October 06, 2005

The power of advertising

Nick Dymoke Marr from Stormhoek distributor, Orbital Wines, just emailed me this great link from The Guardian. It seems that since the "Try something different today" advert aired two weeks ago, sales of nutmeg have soared:

In the week following the launch of the advert, weekly sales of jars of whole nutmeg rose from 1,400 to 6,000. Because some folk are too lazy to grate it themselves, sales of the ground spice have also more than doubled to 4,500 jars a week. Demand is so high, Sainsbury's has ordered two years' worth of stock (nine tonnes) and has sent buyers to scour the world.

Checkout magazine confirms the story. I bet Peter Ward, Sainsbury's nutmeg buyer, never expected to see his name in lights. I wonder how he is coping with this exposure?

There's no word yet on whether this increase in demand for nutmeg is matched by increased sales across the board, but, at the very least, the campaign is rousing some dormant cooks.

Posted by Adrian Trenholm on October 6, 2005 at 11:04 AM in Food, Marketing | Permalink


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its not the power of advertising, at least not in the TV/mag/whatever sense. its in-store tips. i went into sainsbury the other day and there are posters all over the place, hanging over certain goods, with suggestions

we bought some horseradish sauce based on one of the recommendations. mix with creme fraiche and serve with smoked haddock (we already had the haddock at home, sainbury helped us plan lunch though). only problem- i didnt really like the sainbury horseradish sauce. it smelled eggy, and in fact included dried egg yolk, for some reason.

all in all the campaign worked. we did try something different. next time i will get my horseradish from somewhere else though-perhaps fresh.

Posted by: james governor | Oct 6, 2005 12:15:18 PM

Is this not a comment on the general state of people's interest in food? The fact that a supermarket is now having to tell people what foods go together (or at least those foods that they want to increase sales on, that go with other foods that they want to increase sales on).

Have people forgotten that all of those cookbooks that they have in their homes contain 'suggestions' about what to eat also?

Do people have so little knowledge of foods that they are having to listen to Sainsburys for tips?

Go buy a good cookbook and use it!

Posted by: Thad | Apr 16, 2006 7:09:10 PM

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