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Her hair just looks so much better
In the latest fast-food reinvention, Wendy's has decided it needs a fresher look, which means a brand-new logo for the first time in 30 years.
"We want the most prominent symbol of our brand to reflect the transformation that's currently under way," Craig Bahner, chief marketing officer, said in a press release. "Our refreshed logo signals the innovation and fresh thinking taking place at Wendy's, while reinforcing that we are staying true to our values as a distinct and beloved brand."
So while Wendy doesn't look that much different, the actual logo is certainly revamped. They've gotten rid of the serif font, replaced it with handwriting-esque font, and have given Wendy a makeover. Brand New notes, "The hair now has volume (and styling), as opposed to the flat helmet hair of the old logo. The bows are more plump. The dress has been cut shorter along the neck so it doesn’t look like she’s going to a Renaissance fair. And the freckles, and the smile, and the innocent look are all there, inside a circle and not a weird oval."
Other changes on the way? "Image Activation" restaurants with new designs like lounge seating, fireplaces, flat-screens, and digital menu boards. And the menu still has Dave's Hot 'N Juicy cheeseburgers, plus four new entrée salads. We wonder if they'll be installing iPads, next.
Land O' Lakes Debuted New Packaging That Excludes The Image Of A Native American Woman
Land O' Lakes announced earlier this year that it was changing the packaging on its products in honor of its 100th anniversary. As many have pointed out this week, the logo is noticeably missing the image of a Native American woman in its center that has been part of the packaging for 92 years.
Land O' Lakes quietly announced this change back in February, which was previously reported on by Modern Farmer. The post about the logo change does not explicitly mention the image's removal, but instead focuses on the packaging's other changes, which are meant to honor farmers.
"The new packaging will show up in a variety of ways, including through a new front-of-package design that features the phrase 'Farmer-Owned' above the LAND O LAKES brandmark, 'Since 1921' below it and a vibrant illustration of land and lakes," the statement read.
The original logo, which included the so-called "butter maiden," was created in 1928 and was then redesigned in the 1950s by Patrick DesJarlait, a member of the Red Lake Ojibwe tribe. The logo featured a Native American woman kneeling in grass while holding up a stick of Land O' Lakes butter, and in recent years, packaging had also changed to simply a headshot of her, depending on the product.
The logo has been heavily criticized and has been deemed stereotypical, racist, as well as perhaps one of the most prominent examples of images of Native Americans and Native American references being used to sell products.
&ldquoLike the hoary fantasies of &lsquoIndians&rsquo and &lsquoPilgrims&rsquo sharing with quiet reverence the first &lsquoThanksgiving,&rsquo the Land O&rsquo Lakes butter maiden helps white Americans sidestep and repress the horrific realities of what white Americans have done to Native Americans,&rdquo posted blogger Macon D, as pointed out by Atlanta Black Star.
Delish reached out to see if the Land O' Lakes logo change is permanent and to see if the brand had any comment on the removal of the image of the woman. In the post, Land O' Lakes said that this packaging change has started rolling out already and should be 0n all products by the end of 2020.
After 27 Years, an Answer to the Question, ‘Where’s the Beef?’
AS the hamburger wars heat up, Wendy’s is rolling out the biggest weapons in its marketing arsenal, asking a familiar question again and bringing back some famous names.
To promote a revamping of its mainstay Single, Double and Triple burgers, Wendy’s is reviving “Where’s the beef?” — the query heard in a 1984 commercial that became a national catchphrase.
Snippets of the original commercial, in which Clara Peller querulously bellowed, “Where’s the beef?,” began running Sunday on television and on a Web site, wheresthebeef.com.
The goal of the snippets is to tease consumers into discovering that Wendy’s is finally answering the question by declaring, “Here’s the beef!”— in a new line of Dave’s Hot ’N Juicy Cheeseburgers, named after the Wendy’s founder, R. David Thomas.
In a commercial that is to begin running next Monday, a young man (Reid Ewing of “Modern Family”) born after the heyday of “Where’s the beef?” learns what it means after he buys a vintage T-shirt bearing the phrase and walks around town wearing it. The spot ends with him outside a Wendy’s restaurant looking at a “Here’s the beef!” poster for the new Dave’s cheeseburgers.
Mr. Thomas, who appeared in more than 800 commercials for Wendy’s from 1989 until his death in 2002, is invoked in a new commercial, also set to start running next Monday, in which an actor playing him talks with an actress playing his young daughter, Wendy, the mascot of the company he founded in 1969.
The scene shifts to the actual Wendy Thomas — a k a Melinda Lou Morse, now age 50. Because the new cheeseburgers are “our hottest and juiciest ever,” she says, they are worthy of being named for her father.
“These would’ve made Dad say, ‘Here’s the beef!,’ ” she beams.
The bleak economy is the chief reason for the intensification of the burger wars, which pit Wendy’s against chains like Burger King, Carl’s Jr., Checkers, Five Guys, Hardee’s, In-N-Out and, of course, the mighty McDonald’s. Consumers who are struggling financially are turning to fast-food chains to save money on meals.
“One of the most important things this brand does is to improve the hamburger business,” said Bob Holtcamp, senior vice president for brand marketing at the Wendy’s Company.
“We absolutely want to stand for ‘the best hamburgers in the business,’ bar none,” he added, quoting a vintage Wendy’s slogan.
The new cheeseburgers are “part of an effort we’ve been undertaking the past couple of years to rebuild the core of our menu,” Mr. Holtcamp said, citing the reintroduction last year of French fries under the name Natural-Cut Fries With Sea Salt.
The budget for the campaign for the Dave’s Hot ’N Juicy line will “probably be twice what we normally would do in a launch of a new product,” he added. According to the Kantar Media unit of WPP, Wendy’s spent $19.9 million in 2010 on ads for the new French fries and $22.1 million in the first half of this year.
The campaign for the new burgers will also include print ads, radio commercials, digital banner ads and outdoor ads. Additionally, there will be a significant presence in social media like Facebook and Twitter.
The campaign is part of a continuing effort that was introduced in October 2009 and carries the theme “You know when it’s real.” The campaign is by the Wendy’s creative agency, the Kaplan Thaler Group in New York, part of the Publicis Groupe.
“This was the right time” to bring back “Where’s the beef?” and the Thomases, said Linda Kaplan Thaler, chief executive at the Kaplan Thaler Group, because “never before has Wendy’s reinvented its cheeseburger.”
“It deserved a 21-gun salute,” she added.
The campaign is “not so much about ‘Where’s the beef?’ as it is about ‘Here’s the beef!,’ ” she said, adding: “We posed the question 27 years ago, and here’s the answer. Everything going forward is about the answer.”
The “Where’s the beef?” commercial was written by Cliff Freeman and directed by Joe Sedelmaier for the old Dancer Fitzgerald Sample agency. Wendy’s parted ways with Ms. Peller a year after its debut, in the wake of her appearance in a spot for Prego Plus pasta sauce in which she declared: “I found it! I really found it!”
Although the Prego parent, Campbell Soup, sold no burgers, Wendy’s said it believed that Ms. Peller “can find the beef in only one place, and that is Wendy’s.” She did not work for Wendy’s again and died in 1987.
Wendy’s negotiated for rights to rerun the 1984 commercial with the Screen Actors Guild, said Mr. Holtcamp, who has fond feelings for Ms. Peller.
“Clara blew ’em out of the water,” he said of her delivery of the slogan, which finished 10th on a list of the “top 10 slogans” of the 20th century compiled by Advertising Age.
Ms. Thomas was once heard in a Wendy’s spot, in 1989, speaking to her father from off camera, but had never been seen in ads until November, when the Dave’s Hot ’N Juicy line was tested in markets like Las Vegas. The new commercial is her first national turn as a Wendy’s pitchwoman.
“It’s kind of nerve-racking,” Ms. Thomas said of ad-making in a phone interview.
But “I’m excited about selling Dave’s Hot ’N Juicy hamburgers,” she added, “and that just makes everything easy.”
Ms. Thomas means “selling” both ways: She and her four siblings are franchisees of Wendy’s, owning 33 stores in Ohio.
Asked if reviving “Where’s the beef?” was a gamble, Ms. Thomas replied: “I think it just speaks to the truth. We have the beef.”
1. AOL Logo Redesign
Once an industry giant, AOL is now losing business to an increasingly competitive and ever growing set of websites offering the same features. The old logo design played on the strength of the triangle along with an inclusive circle to give a message that users could be including in the vigor of the organization. The wording was bold in all caps. The new logo features the same writing, but with a less formal mix of upper and lower cases. A variety of images are used in the background, lending both versatility and a more modern feeling.
America’s Beloved Ad Icons
Move over French’s Mustard, Frito-Lay, and McCormick Spices, there are some new innovative marketing ad campaign icons in town. In reality, though, ad campaign icons have been around for a long time. Today, they’re taking on a new look. They’re being replaced, rebranded, and renamed as too out of sync with the times, controversial, or perpetuating a racist stereotype.
Let’s take a look at some of the beloved advertising icons who brought about significant social and cultural change–and, while doing so, have become a part of the daily lives of Americans and all the rage the world over.
In 1914, The Morton Salt Girl and the slogan “When It Rains It Pours®” debuts as N.W. Ayer presents advertising concepts for Morton Salt’s first national consumer advertising campaign. Their idea – a little girl, holding an umbrella in one hand to ward off falling rain and, in the other hand, a package of salt tilted back under her arm with the spout open with salt running out. Their submission wins over company management and eventually gives rise to the Morton Salt Girl and slogan, “When It Rains It Pours®.”
The Morton Salt Girl has been quietly serving folks for a while now–she’s been around from the days of big glamor and motion pictures to witness the Flappers and the Wright Brothers.
The Morton Salt Umbrella Girl and slogan first appeared on the blue package of table salt in 1914. Throughout the years, the girl has changed dresses and hairstyles to stay fashionable. She was updated in 1921, 1933, in 1941, The Morton Salt Girl debuts her iconic yellow dress. By 1956, the Morton Salt Girl is updated once again and holds a yellow-handled umbrella for the first time. 1968, The sixth version of the Morton Salt Girl debuts, with the yellow dress and a carefree gaze that remains today. In 2012, Ad Age magazine names the Morton Salt Girl one of the Top 10 Female Ad Icons of All Time. In 2014, the Morton Salt Girl was refreshed one more time celebrating her 100th year as the brand’s face. The Morton Salt Girl was voted into the Advertising Week Walk of Fame on Madison Avenue. You go, Morton Salt Girl, you go!
Mr. Pringles, the Pringles man or–Julius Pringles, the mascot on the Pringles box.
Hello to Betty Crocker known the world over. Betty isn’t actually a real person, though–instead, she is a fictional icon, an expert with a personable face representing the multi-talented teams behind her through the years. Since 1921 she has been a precious and reliable resource for cooks and wannabe cooks everywhere.
Betty’s essence and purpose came into being when a promotion in the Saturday Evening Post was run by Gold Medal Flour back in 1921. The promotion offered home cooks a pincushion resembling a flour sack if they correctly completed a milling scene’s jigsaw puzzle. Home cooks were interested and how! They collectively mailed thousands of responses and a myriad of food questions to The Washburn Crosby Company, a flour milling business and largest predecessor of General Mills, Inc.
To keep up with the company’s vast responses, Betty Crocker was created to add just the perfect personalized touch to its responses. (By way of information, the surname Crocker was chosen to honor a recently retired director of the company, William G. Crocker. The name Betty was selected as an affable name that could resonate with the interested public.) Going the extra mile, the company invited its women employees to submit a sample Betty Crocker signature to sign response letters. The most appealing and distinctive signature won and is the basis for the one in use today.
In 1924, the Washburn Crosby Company aired Betty Crocker’s voice on WCCO, on daytime radio’s first cooking show as “Betty Crocker Cooking School of the Air.” The show was an unmitigated success and soon grew to 13 regional stations. Each station had its representative Betty Crocker voice, reading from prepared scripts written at the Home Service Department in Minneapolis. Three years later, in 1927, the cooking school became a program on the NBC network and continued for 24 years after garnering an audience of a million.
Betty Crocker had it all! She was known to nine out of ten American homemakers by the 1940s. According to Fortune magazine, in April 1945, she was the second best-known woman in America, followed by First Lady Eleanor Roosevelt. Betty Crocker became known as the First Lady of Food and served her country in that position.
In 1945, at the behest of the U.S. Office of War Information, Betty Crocker broadcast a radio program known as “Our Nation’s Rations” to encourage homemakers to stretch rationed foods. Nearly seven million copies of a Betty Crocker wartime booklet, “Your Share,” were distributed during this unprecedented time. The Betty Crocker publication, “Thru Highway to Good Nutrition,” won national recognition by the American Red Cross for outstanding service in the national interest.
Still looking authoritative and beautiful today, Betty Crocker has changed her appearance seven times in the past century. Her hairstyles and clothes have reflected the modern, savvy, intelligent American women. The world loves their Betty Crocker.
THE SUNBEAM BREAD GIRL
The beloved mascot for Sunbeam Bread was Miss Sunbeam® or Little Miss Sunbeam®, created by children’s book illustrator Ellen Segner in the 1940s. The Quality Bakers of America commissioned her to create something symbolic that would help customers identify and recognize the Sunbeam Bread brand. Segner’s inspiration was based on her observations and sketches of a blue-eyed, blonde-haired little girl playing in the Washington Square Park in New York City near her home. From these drawings, Segner developed the original oil painting of Miss Sunbeam®. Segner presented more than 30 original oil paintings of Miss Sunbeam® used for advertising during the 1940s, 1950s, and 1960s.
Sunbeam® White Bread was first marketed in the Philadelphia, PA area in 1942, where it was an immediate success. After the Second World War ended, many bakers across the United States began to bake the Miss Sunbeam® Brand as members of the Quality Bakers of America Cooperative. Today approximately 40 bakeries covering the US from coast to coast bake and distribute Miss Sunbeam® bread and rolls.
Little Miss Sunbeam® has been an enduring childhood image for generations and one of our country’s best-loved brands.
TRUST THE GORTON’S FISHERMAN
The Gorton’s Fisherman first appeared in 1975 and has remained a rugged American icon ever since. He embodies Gorton Seafood’s belief in high-quality seafood. As he likes to say, “If something’s worth doing, it’s worth doing right.”
THE KEEBLER ELVES
Those irrepressible company icons, Ernie Keebler and the Elves became company symbols for the Keebler brand and represented snacks baked in the Hollow Tree in the fictional Sylvan Glen. The Elves, known for making Uncommonly Good products in a “magic oven” and rank among the best-recognized advertising characters in America. Leo Burnett created the “spokescharacters” for Keebler in 1969.
The Keebler bakery was founded in 1853 and grew into its’ own and well beyond the local neighborhood. They then became a part of the United Biscuit Company of America in 1926 and by 1944, there were 16 bakeries across the country from Philadelphia to Salt Lake City. In 1966, Keebler Company became the official corporate name and Keebler the single brand name for all products.
LEO THE LION
The one, the only, the proud, American influencer “Leo the Lion” has been the most regular star of MGM Pictures since 1924.
A special nod of recognition to the M & M iconic candy ad icon characters. “Melts in your mouth, not in your hands.” – M&M Candies
SAILOR JACK AND HIS DOG BINGO
Sailor Jack and his dog Bingo were introduced around 1916 and were registered as a trademark in 1919 for The Cracker Jack brand.
THE BRECK GIRLS
The Breck Girls, advertising icons for Breck Shampoo. Commercial artist, illustrator, and portraitist of families and movie stars, Charles Sheldon (1889 – 1961) was engaged by Breck Shampoo moguls to create the Breck Company’s signature advertising feature, the “Breck Girls” (later the “Breck Baby” came about) along with the slogan “Beautiful Hair Breck.”
The Breck Girl debuted in 1936, six years after the introduction of Dr. Breck’s first pH-balanced shampoo.
Lucky the Leprechaun, aka Sir Charms, is the mascot of Lucky Charms cereal and was created in 1963. Can’t you hear his Irish brogue now as he says– “Hearts, Stars, and Horseshoes. Clovers and Blue Moons. Unicorns, Rainbows, and Tasty Red Balloons. Plus, crunchy, oat cereal pieces, too! We’re Lucky Charms, and we’re magically delicious.”
Somewhere over a rainbow in a magical forest lives a clever, playful, and mischievous leprechaun named Lucky.
His father was a wise man and knew it was Lucky’s destiny to bring magic from his world to the real world. He placed eight magical charms in Lucky’s hands as a way of protecting him along his journey and told Lucky to respect their magical powers and others he may encounter along the way.
As his legend grew, children everywhere coveted Lucky’s magical charms, and hundreds of games of hide and seek ensued. Today, Lucky outwits and outsmarts those pesky kids, discovering (and losing) his magical charms, always with children hot on his heels.
We think your pretty impressive, too, Lucky. Like a four-leaf clover, you’re hard to find, but we’re “lucky” to have you!
RICH UNCLE PENNYBAGS/MR. MONOPOLY®
Who wouldn’t want to have a rich Uncle Pennybags–he’s the white-haired, mustachioed, top-hatted distinguished gentleman whose face is synonymous with the Monopoly Game. You may know him as the Monopoly Man or Mr. Monopoly, too–nevertheless, rumor has it that he may have been modeled after industrialist J.P. Morgan. The MR. MONOPOLY® character is the copyrighted property of Hasbro.
THE SUNMAID RAISIN GIRL
Did models pose for the “Sun-Maid Girl?” Yes, and Lorraine Collett Petersen was the first model to pose for the iconic woman on the Sun-Maid Raisin box in 1915–she was the first Sunmaid Raisin Girl. The Sun-Maid Raisin Girl’s history began in May 1915 when San Francisco celebrated its recovery after the tragic 1906 earthquake and the Panama Canal opening via the Panama Pacific International Exposition.
For nine months in 1915, visitors to the Exposition were wowed at the displays arrayed before them, from grand buildings to a Greek Parthenon replica. Attractions showcased the most significant arts, transportation, machinery, and agriculture of the time—and of course, Sun-Maid had its exhibit. Sun-Maid’s broad exposure there helped launch the brand globally.
Lorraine Collett, alongside other girls –The Sun-Maid girls– attended the event of the recently formed California Associated Raisin Company (later known as the Sun-Maid Growers of California) at the Panama Pacific International Exposition. Collett posed at the Post Street studio of artist Fanny Scafford in the morning before she handed out raisin samples with the other Sun-Maid girls at the Exposition later in the day. For both the picture and the Exposition, Collett wore a white blouse with blue piping and a blue sunbonnet (the bonnet color was afterward changed from blue to red because red reflected the sun’s color better.)
Working with Collette’s pictures, Scafford tried various poses and props before deciding on the iconic pose that would be the face of Sun-Maid Raisins. The world grew to know and love– the Sun-Maid Girl holding a bountiful tray of grapes and a bright sunburst in the backdrop.
By 1923, the Sun-Maid Girl’s original image was modified for the first time, giving her a more magnanimous smile, more radiant colors, and a stylized sun, all in keeping step with the Roaring Twenties. Throughout the 1930s and beyond, the Sun-Maid Girl was keeping in step with fashions, popular culture, and technology! In 1956, the Sun-Maid Girl was updated yet again. The sun was moved off-center, intensifying the sunshine’s effect with the bonnet casting a shadow across the Sun-Maid Girl’s face. In 1970 brighter colors were introduced to the Sun-Maid Girl, and a geometric sun became the third updated – the brand’s name was printed in yellow to derive a warmer, sunnier feel to consumers. In 2006, the Sun-Maid Girl was animated for the first time. Her 21st-century image emerged in print, on television, and on the company’s website to debut the new slogan, “Just Grapes & Sunshine®.” While the animated Sun-Maid Girl helped bring raisins into the modern age, she was not designed to replace the Sun-Maid logo—the logo, which has remained the same since 1970, appears on the packaging for Sun-Maid products, while the animated Sun-Maid girl appears in television commercials, print advertising, and on the Sun-Maid website. In 2007, Reader’s Digest named the Sun-Maid Girl the Best Lasting Logo for its annual “America’s Best” issue.
“Oh, I wish I were an Oscar Mayer wiener!” Yes, it’s Little Oscar, who was created in 1936, during the height of the Great Depression, along with the first-ever Wienermobile. The Oscar Mayer Wienermobile was driven by “Little Oscar,” and together, they cruised around parades, grocery store openings, and even hospitals traveling from town to town promoting the Oscar Mayer company’s hot dogs.
In 1963, the “OSCAR MAYER WienerJingle” made its radio debut. Written and composed by Richard Trentlage, the song became such a hit people called local radio stations to request it. Doggone it, we can’t blame them a bit.
THE QUAKER MAN
The Quaker Man, aka Larry the Quaker Oats Man beloved and iconic ad mascot, was born in 1877 to Quaker Oats Cereal. Quaker Oats registered their trademark with the U.S. Patent Office as “a figure of a man in ‘Quaker garb.’ Both former owners, Henry Seymour and William Heston, claimed to have selected the Quaker name as a symbol of good quality and honest value. Larry has only become more distinguished through the years, and the cereal has proven to be the cereal of good quality and honest value, too.
THE GERBER BABY
Love to love you, baby! That is love to love the original Gerber Baby, Ann Taylor Cook. Her image, a cherubic face with dancing eyes, has been used on all Gerber baby food products since 1931, when she was four years old.
Gerber Baby’s history began back in 1928, where Gerber held a contest to find a face to represent a baby food advertising campaign. Artist Dorothy Hope Smith entered her simple unelaborated charcoal sketch of a baby. The judges were smitten with the baby face Smith drew and chose her the winner of the campaign, with the stipulation that the charcoal sketch remain simply a sketch without embellishment. The image would become the iconic face that launched the Gerber Baby Food brand–adored the world over. The illustration became so popular that Gerber adopted it as its official trademark in 1931.
The Gerber Baby’s true identity was kept secret for 40 years, until after a 1978 poll was taken to the Gerber Baby’s identity. Guesses poured in with every imaginable rumination, including actors and politicians. But of course, the baby is a grown-up novelist and retired English teacher Ann Turner Cook — she is the Gerber Baby. It turns out that the artist, Dorothy Hope Smith, was a neighbor of the Turner family when she drew the heartwarming charcoal sketch of Dorothy and submitted it to Gerber. What a stroke of Genius. What a stroke of luck for the Gerber Company, and the world has been blessed with the Gerber Baby’s face greeting us, yet today, from grocery store aisles everywhere.
ELMER GLUE’S ELMER THE BULL
BORDEN MILK’S ELSIE THE COW
THE JOLLY GREEN GIANT
The Jolly Green Giant is a mascot created by the Minnesota Valley Canning Company of Le Sueur, Minnesota, for its Green Giant brand of products now owned by General Mills. As the story goes, in 1928, the company introduced the Green Giant mascot after they began harvesting and selling a new, more extensive variety of peas. However, when the Giant was born, he looked nothing like the Green Giant we know and love today. He wore a bearskin and was a white fierce-looking grumpy dude holding a pea pod.
The Green Giant gradually changed through the years and was transformed into a catchy green shade by 1930. He grew larger than life and friendlier, too, thanks to Chicago-based Leo Burnett Co’s advertising agency.
The Minnesota Company changed its name to Green Giant in 1950, and Blue Earth, Minnesota, erected a 55-foot statue of the Green Giant on Route 169, south of Interstate 90. The attraction draws thousands of visitors a year who hope to catch a selfie with the one and only green colored Giant who wears a toga affair made out of leaves.
THE AFLAC DUCK
On January 1, 2000, Americans were introduced to ot their first glimpse of a new, innovative marketing campaign for a little-known supplemental insurance company in Columbus, Georgia. When a little white duck with a lot of personality stormed upon the scene, Aflac made advertising history and became an international powerhouse. Since then, the Aflac Duck has appeared in more than 75 commercials and has helped catapult Aflac into a household name.
CHIQUITA THE BANANA
CHICKEN OF THE SEA MERMAID
THE GEICO GECKO
The origins of Aunt Jemima begin in 1889 in St. Joseph, Missouri, when the owners of Pearl Milling Company, Chris L Rutt and Charles G. Underwood, created the world’s first ready-made pancake mix. To advance the novel pancake mix, Rutt named the product after a song name from a minstrel show highlighting performers wearing an apron and bandanna headband singing “Old Aunt Jemima.”
Aunt Jemima’s image was registered as a trademark in April 1890 until later that year, Aunt Jemima’s rights were sold to the R. T. Davis Milling Company. The R.T. Davis Milling Company hired the first woman to play Aunt Jemima — an unidentified actress in St. Joseph in 1891. From 1891 to the 1960s, dozens of women were hired to portray Aunt Jemima, many of whom were featured in advertising campaigns based on the fictitious story of Aunt Jemima.
Following the 1893 World’s Fair, R.T. Davis Milling Company published a booklet in late 1895 presenting a “Life History of Aunt Jemima.” The booklet’s imagery and details were fictional and derived from Purd Wright’s imagination, its publicity director. James Webb Young of the J. Walter Thompson Advertising Agency organized later campaigns in the 1910s and 20s’ that extended Aunt Jemima’s fictions and intended to invoke a nostalgic vision of the Old South.
In 1968, due to the controversial nature of Aunt Jemima portrayed as a stereotypical black “Mammy,” the Quaker Oats Company replaced the kerchief on the Aunt Jemima character’s head with a plaid headband. Again in 1989, they added pearl earrings and a lace collar to Aunt Jemima. In June 2020, Quaker Oats announced it would drop the Aunt Jemima name and change the packaging and acknowledged that Aunt Jemima’s origins were “based on a racial stereotype.”
PILLSBURY DOUGHBOY – POPPIN’ FRESH
Whoo-hoo! The squishy, lovable, ok-adorable Pillsbury Doughboy’s name is Poppin’ Fresh, was born on March 18, 1965. Rudy Perz a copywriter working on the Pillsbury account for Leo Burnett advertising agency in Chicago, IL came up with the idea for the brand mascot, who would pop out of a can of refrigerated dough. The character was named Poppin’ Fresh—a nod to the product’s quality and freshness. Perz came up with the idea while testing out Pillsbury dough in his own kitchen. The Doughboy’s first commercial aired on November 7, 1965. The Doughboy was born when he popped out of a can of dough, and said his first words, “I’m Poppin’ Fresh, the Pillsbury Doughboy!” Did you know the Pillsbury Doughboy has a wife, Poppie Fresh, two little kids straight out of the oven, Popper and Bun Bun, and Flapjack and Biscuit (the Fresh family’s dog and cat)? No way? Woo-hoo! Way.
Way back in 1894, W.K. Kellogg created breakfast cereal and opened the Battle Creek Toasted Cornflake Company–and have introduced more quality cereal than most Americans may realize. Thanks to Kellog’s, the world changed for good, including the introduction of Cornelius ‘Corny’ Rooster. He has been the mascot, spokes character, and overall ad icon for Kellog’s Cornflakes since 1958. We think that’s something to ‘crow’ about.
LAND ‘O LAKES BUTTER’S NATIVE AMERICAN GIRL
The world loved Little Debbie from the moment she appeared on August 23, 1960, when McKee Foods founder O.D. McKee added the name and image of his 4-year-old granddaughter, Debbie, to their packaging. Inspired by a photo of Debbie in play clothes and her favorite straw hat, O.D. decided to use the name Little Debbie® and the image of her on the logo. Debbie, whose real name is Debbie McKee-Fowler, is all grown up today and is the EVP of the company that makes delicious cookies, cakes, and snack confectionaries.
TONY THE TIGER®
Tony the Tiger is the iconic advertising cartoon mascot for Kellogg’s Frosted Flakes cereal since 1952, and he’s going strong today–guess you might say he’s GRRREAT! Note: There are relatively few people who have had “the voice,” marked by a distinct tenor and tone that is easily recognizable but one such man did. He was singer/actor Thurl Arthur Ravenscroft, the longtime voice of Kellogg’s Tony the Tiger®. When Ravenscroft died in 2005, he was replaced by Lee Marshall until 2014, and thanks to him, in part, Tony is adored the world over.
THE COPPERTONE GIRL
In 1906, Planters Peanut Company was founded by Mr. Obici with his friend and business partner, Mario Peruzzi in Wilkes-Barre, PA. 1916 was the year Mr. Peanut was born following Planters’ contest seeking a brand icon. A schoolboy, Antonio Gentile, submitted his sketch for Mr. Peanut and won the competition. A commercial artist further stylized Mr. Peanut with a top hat, a monocle, and a cane. In 1918, Planters advertised the “Saturday Evening Post,” thus becoming the first roasted nut ever advertised. Starting in the 1950s, Mr. Peanut debuted on his first television commercial. In the 1960s, Mr. Peanut was a star at the New York World’s Fair. Though he’s changed a bit over the years, take our word for it, this is one peanut who knows his way around town. Everyone is nuts for Mr. Peanut worldwide.
On November 15, 1969, Dave Thomas opened his first Wendy’s restaurant in Columbus, Ohio, at 257 East Broad Street. In no time, America fell in love with the quick-service chain soon known for its square beef patties, made from fresh beef, and iconic Frosty® desserts. Wendy’s is also named after a real person: Wendy Thomas, the daughter of Wendy’s founder, Dave Thomas. She has also been the face of the iconic Wendy’s brand for over 50 years. Atta girl, Wendy–keep carrying on the magnificent legacy your father began. America is honored to know you.
VLASIC PICKLE STORK
THE ENERGIZER BUNNY
Ronald McDonald first came on the McDonald’s scene in 1963. He is the star of the McDonald’s fast-food restaurant chain and lives in a world called McDonaldland!
“A man of few words, but many muscles.” This bald, muscular, ultra-clean with a gold hoop earring is Mr. Clean, and he represents part of the P&G family. He first appeared in television commercials with his own jingle in 1958.
We can’t fib among the perennially recognizable cereal mascots is the beloved Cap’n Crunch! The Cap’n, in his royal blue uniform, white mustache, bulging eyes, and his super sugary cereal, gets us hyped up every single morning. We wouldn’t have it any other way, though. Looking further, hoping to get personal, we learned the Cap’n was introduced to the public by Quaker Oats in 1963. His real name is Captain Horatio Magellan Crunch, and he captains the ship the S.S. Guppy. What a guy. Aye-Aye!
THE MICHELIN MAN
The sometimes disturbing, but the very beloved Michelin Man has been the MICHELIN Tire brand’s mascot and laying rubber since 1898. This overweight fellow is actually named Bibendum–or for those who travel around–Bib for short. Incidentally, Bib is a restaurant reviewer, too.
TRICKS, THE TRIX RABBIT
“Silly Rabbit, Trix are for Kids!” While Trix cereal was first introduced in 1954 as the first fruit-flavored cereal on the market, it wasn’t until August 4, 1959, that the beloved Trix Rabbit debuted. His creator was Illustrator Joe Harris. The rabbit appeared on the box for the first time in 1960 and, America fell and fell hard for the silly Trix Rabbit. He is now known as a legendary icon eternally seeking the fruit flavor of Trix and, in the process, has sold countless dollars’ worth of cereal.
KFC’s COLONEL SANDERS
‘Oh Yeah!” It’s the cool Kool-Aid Man, created in 1975 as a great gulping pitcher with arms, legs, and clothing is the official mascot for Kool-Aid flavored drink mix. Guess what? Before he was Kool-Aid Man, he was known as the Pitcher Man and was created in 1954 by Artist Marvin Potts. Know what? Kool-Aid Man is nothing short of ‘Kool,’ and he still makes all of us want to drink ourselves silly.
Inside Tender Greens' Fresh New Rebrand
As one of the leading innovators in fast casual 2.0, Tender Greens established itself over a decade ago as a trend setter in restaurant design, branding, and operations.
But recently, it became clear that the brand needed a refresh. And leaders realized Tender Greens needed the Band-Aid treatment as much as it might sting, it was time to pull it back all at once.
It also didn't hurt that Danny Meyer shared a similar notion.
"When he suggests, we listen," says Christina Wong, director of public relations and brand expression at the fast casual.
Tender Greens, which has 24 locations in California and is prepping for national expansion, was the first outside business Meyer's Union Square Hospitality—founder of Shake Shack—group invested in. The chain was founded in 2006 by Erik Oberholtzer, David Dressler, and Matt Lyman. Meyer's investment came in 2015.
A lot has changed in two years, let alone 11. Yet Tender Greens hasn't, at least not visually. The original logo, created by Oberholtzer's brother, sticks an arugula leaf between "Tender" and "Greens." The green and brown overtones, Wong says, initially served the company well.
But, in time, the fast casual landscape has changed. Health-driven concepts have flooded the market. In fact, so much so that Tender Green's image was actually becoming a detractor.
"When you look at our logo, especially our original logo, a lot of people are like, 'Oh, I'm not eating there, that's a vegetarian restaurant. That's a vegan restaurant.' That's really not the case," Wong says. "There are so many missed opportunities for people to enjoy Tender Greens and the really amazing food that we have simply because there was a leaf in our logo."
Meyer's suggestion also included the services of a branding genius. Paula Scher, a partner at Pentagram, is responsible for developing Shake Shack's logo and imagery, a project she famously did pro bono back when the chain was simply a buzzing local burger joint.
Scher traveled to the West Coast and explored Tender Greens. The goal, Wong says, was for Scher to pinpoint what separates the fast casual in an increasingly saturated category.
"People look at our name and look at our logo and say, 'It's a salad restaurant.' And we're definitely not a salad restaurant," Wong says. "The rebrand is really an opportunity to reintroduce ourselves to the world."
Wong says Tender Greens expects to double in size in the next five years, and are about to invade the East Coast, making this the ideal time to rethink "our brand, our design, everything."
"The way I describe it is we're the same company and brand that we've always been—the same owners, the same chefs, the same food—we just have better style now," she says.
The holistic rebranding was unveiled August 9. Starting with the logo, Tender Greens' mark is now a tomato-red "g" formed by two stacked circles. The top circle signifies a pan ready to cook and the bottom is a plate ready to serve. The red, which replaced the green, is meant to harness "the vibrancy of a roasted red pepper or sun-ripened heirloom tomato," the company says.
"The rebrand is really driven by defining Tender Greens as a chef's kitchen," Wong says. "And we have chefs that run every single restaurant and that plate and that 'g' is up to our chefs and us to fill."
Next came store design. The modern look is fresh and clean, and incorporates natural, light-colored woods with a black, white, and gray color palette featuring pops of red, teal, and yellow. It aims to highlight Tender Greens' open kitchen and showcase its chefs.
Some unifying elements include high-contrast black-and-white tile by Cement Tile Shop, Cedar and Moss globe pendant lighting, and reclaimed woods by Terra Mai.
Tender Greens took the rebrand behind the scenes as well, revamping its mobile and website offerings. With Olo, the brand created an improved online ordering platform that spotlights each unit's unique chef. A new app, set to roll out in September, will feature mobile ordering, payment, and a rewards program—something Wong says guests have clamored for—developed by Punchh.
A key feature online will be the site's dedication to visual. It will now feature the specials, which change twice daily, as images, not just text, like it has been in the past.
"With the rise of Instagram and photography and imagery we really eat with our eyes first," Wong says. "We need to take advantage of that. Instagram really gave us a way for our chefs to share what they're making twice a day, every day. And it dynamically changes on our website. Before people were always following us on Instagram to see what our specials were. But this way it's one place on our website and you can see exactly what you want. You can see who the chef is and what they're making."
Uniforms and packaging followed. Executive chefs now don custom-designed Hedley & Bennett denim aprons with red apron strings, "g" tag, and monogrammed names. Black and gray T-shirts with pops of color and custom Manduka headbands were also added.
The to-go packaging is now all white and made from 20 percent recycled plastic with a design created in-house to mirror Tender Greens' Steelite plates, and also includes the "g" mark stamped at the bottom. Additionally, the units are switching to recyclable paper bags. Tender Greens printed all new menus as well.
This expansive process has been in the works for about a year and a half, Wong says. Scher handed the team some designs and explained her process.
"Tender Greens is a true chef's kitchen, and our goal in conveying this modern, upbeat fine casual experience was to make it a real tribute to the chef's cooking," Scher says in a statement. "We were inspired to create a logotype showing an overhead view of a pan in silhouette. We created custom typography and use the 'g' to help communicate the daily specials, often through the use of photographs. The strong modern graphics, color treatment and signature 'g' will soon make Tender Greens even more recognizable to all of its customers."
When Scher delivered the final package, Wong says the team made a list of everything that needed to be changed out.
"Everything in the stores, online, digital, every single item that would have to be created and designed and produced," she says. "Then we kind of worked backward and assigned a timeline. We said, 'OK, if we designed it by this time how much time would it take for this to happen?' Then we kind of worked on a launch date from there."
For Wong, the unveiling moment was both thrilling and a little scary. Not so much from the consumer angle but from an in-store one. They kept the process closely guarded until July and arranged "roadshows" for all of the brand's managers to come and check out the new look.
"The most rewarding moment was when they all looked at it and their reactions were great," Wong says. "They loved it. And every single person looked at us and said, 'What took you so long?'"
McDonald's unveils the future of its business, from minimalist packaging to high-tech, triple-drive thru stores
McDonald's is testing new drive-thru concepts and streamlining designs, the fast-food giant said on a recent investor call.
McDonald's will test different drive-thru concepts that let customers order through the new MyMcDonald's app, skip lines, park in special pickup spaces, and some restaurants will be delivery and takeout only. The company says that the concepts could be tested in as many as 10,000 stores in the coming year.
Drive-thru orders have grown across the fast-food industry since the pandemic closed many dining rooms, and McDonald's has been quietly working to shorten wait times since March. During COVID, McDonald's says that 70% of sales in top markets are drive-thru orders. By October, wait times had dropped 20 seconds over the quarter. McDonald's is already a drive-thru heavy hitter, with 25,000 worldwide, with plans for "increasing the speed of service … making it more personal… making it more convenient" McDonald's head of digital customer engagement Lucy Brady said on the call.
Along with increasing drive-thru efficiency and simplifying the menu, McDonald's introduced new packaging that will rollout to every restaurant in the next two years, for what it says will be a consistent look, "so no matter where you are in the world, you can spot the same bag," the company said in a press release.
Fast-food restaurants are fundamentally changing
The deluge of drive-thru news hints at a fast-food future in which the "average" restaurant is fundamentally different than before the pandemic.
Even as indoor dining rooms are allowed to open, many chains have found that relying on drive-thru instead of reopening indoor dining is a more profitable solution. As we can see with Starbucks and Wendy's, more drive-thru-centric locations will be built and remodeled across the US.
What these drive-thrus look like is also shifting away from the old-fashioned lanes of yore.
Chipotle is opening a fleet of mobile-order-centric "Chipotlanes," while Shake Shack plans to open its first-ever drive-thru in 2021 with a lane dedicated to app and delivery orders. Before the pandemic, McDonald's spent $300 million to buy artificial intelligence startup Dynamic Yield, allowing the chain to install new predictive tech in drive-thrus.
The post-pandemic world will be filled with more drive-thrus, with better technology. But, even as chains boast about the profit margins these locations offer, indoor dining won't be abandoned completely. Roz Brewer, the head of Starbucks' US business, said last week that as indoor seating opens, customer immediately return to coffee shops.
"When we opened the cafe for limited seating, the response is immediate," CEO Kevin Johnson said. "And the impact on same-store comp is immediate. Customers are craving that and we do it in a safe way."
Hidden Images in Logos That Prove Companies Are Actually Pretty Clever
We know that companies try to trick us all of the time, whether it's with “new and improved" claims or just bright, shiny packaging. But there are also more subliminal — and clever — ways that they go about hoping to win your brand loyalty.
Some of the world's biggest companies pay big money to designers, advertisers, and psychologists to dream up creative logos that convey an image you might not initially see.
How many of these “hidden" images revealed in plain sight did you initially miss?
This is one of the best-known logo images, but just in case you’ve missed it, look between the “E” and the “x.” In the white space, there's an arrow that subliminally represents speed and precision.
FedEx (in Arabic)
Interestingly enough, FedEx made sure to include the arrow in the logo used in Arabic-speaking countries, too. You probably noticed that this arrow appears to point backward. That's because Arabic is read from right to left.
This Wendy's logo appears to say the word "Mom" in Wendy's collar, suggesting that their cooking is like Mom's home-cooked meals. You know, if mom made square hamburgers and served ketchup in small paper cups.
The Chick-fil-A logo incorporates a chicken into the "C." Although this isn’t very hidden, it is still pretty clever, more so than their attempts to have people believe that their meals are nutritious.
Fast Food Chains Are Becoming Even Cheaper
In the past decade, fast food chains have regularly turned to crazy limited-time-only menu options to bring in new customers. From the KFC Double Down using fried chicken as a 𠇋un” to Taco Bell’s Doritos Locos Taco combing two of our favorite guilty pleasures to Burger King’s Whopperito burger-burrito hybrid and hundreds of more examples, the biggest names in the food industry have tried almost everything to momentarily hold our short modern attention spans. But despite all those efforts, turns out the biggest motivator to put fenders in the drive thru might actually be one of the oldest tricks in the book: very cheap food.
Yesterday, McDonald’s announced that its first quarter sales were higher than analysist estimates, thanks in part to the help of its recently relaunched Dollar Menu that now doles out items from three different tiers: $1, $2, and $3. This success is likely to exacerbate a trend that we’ve seen grow in recent months: a renewed emphasis on value menus.
Even before McDonald’s announcement, Reuters had already proclaimed, “U.S. fast-food price war flares.” According to NPD Group analyst Bonnie Riggs, in the first quarter of 2018, value menu traffic across the board had already spiked 10 percent, driving a 13 percent increase in sales. As those numbers would seem to indicate, and as McDonald’s confirmed during its earnings call, though value menu items lure people in with lower prices, they can actually increase the amount people spend. Specifically, MickeyD’s said their Dollar Menu increased the number of items that customers order at one time, and people who used the menu ordered more items than those who don’t.
With data like that, and now a proven model at the top of the fast food pyramid, other chains like Wendy’s and Taco Bell—who had their biggest new product launch ever by debuting Nacho Fries on its value menu—will likely continue to follow suit. “It’s clear that major restaurant chain operators are pulling out all of the stops to get consumers to visit this year,” said Riggs, who titled her new report, “Value Wars 2.0: The Value Menu Strikes Back.”
But if value menus work so well, then why did McDonald’s, who introduced the idea of a Dollar Menu back in 2002, then got rid of it in 2013, wait so long to bring it back? Well, as is the case with any sequel, there’s no guarantee it will be as good as the original, and some franchisees worry about going to war over prices. “In 2002 we were one of the few chains discounting,” one McDonald’s restaurant operator was quoted as saying by Reuters. “Today we are just part of the discounting noise.”
You see, value menus are actually quite the a gambit: Even though they’re intended to drive sales, according to CNBC, another major reason for McDonald’s strong first quarter was actually price increases, not from Dollar Menu items, but from premium products. Franchisees fear that lower margin value items could lead to less revenue and less profit, and clearly they could, if customers order from them exclusively. But at least for now, that appears not to be the case: Customers are happy to pull out their wallets for more expensive items as well. But hey, now you know value menus’ dirty little secret, so if you really want to get a value, keep your eyes off the main menu.