December 12, 2023 • 22 mins
Want to immerse yourself in the captivating interplay of food, culture, and innovative commerce? We've got your playlist right here. Today, we're unraveling the sensation caused by supermarket chain Albertsons and YouTuber Mr Beast. The duo's remarkable feat of cohabitation with a Safeway store for 45 rip-roaring days gave birth to an unprecedented charity drive, gaining over 90 million YouTube views and donating a whopping $450,000 worth of goods. But that's not all! Albertsons decided to break new ground, embarking on a journey into the metaverse, making them the first grocer to sell and deliver real-life products in this digital wonderland. We also glance at other retail giants like Kroger, Publix, and Walmart, who are also marking their territory in this virtual realm.
We discuss Jeff Bezos and his Future Earth Fund's endeavor to tackle the food and climate crisis. We also steer the #FoodNotPhones conversation towards a pressing issue - binge eating and its ties with childhood experiences, stressing the urgent need for more data and awareness. Finally, we journey back in time to the iconic Heinz Ketchup campaign and its enchanting use of Carly Simon's "Anticipation". And yes, we critique the company's new "Slowmaster 57" campaign too. So gear up for a rollercoaster ride through the food industry's latest trends and traverses. It's more than just a podcast; it's an expedition through the ever evolving world of food, philanthropy, and marketing.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Phil (00:05):
Welcome to the Lempert Report LIVE.
Albertsons' bold moves, andthis time it's not about Kroger.
Amazon's new delivery fee couldbe the beginning of the end of
delivery, maybe?
Jeff Bezos directs the Futureof Food.
On Food not Phones,it happens to all be about our
childhood.
And on the bullseye, Heinzyearns for the days of Carly
(00:29):
Simon.
Let's get started.
So, sally.
When we take a look at what'sgoing on at Albertsons these
days, lots of excitement ishappening.
First up, what they've done,which is really kind of cool, Mr
Beast, Jimmy Donaldson.
What they did is a jointpromotion where they took a
(00:52):
contestant who received $10,000for every day.
He was able to live aloneinside a fully stocked Safeway
grocery store and what he had todo as part of this is come up
with $10,000 worth of stuff inthe supermarket to give each day
(01:13):
to a charity.
So he got $10,000, and then hetakes the stuff from the shelves
and the aisles, gives it awayto charity.
I would love this job.
What he did is he set up livingquarters, created a makeshift
shower, operated a forklift,built a swimming pool, drove a
go-kart through a wall of cheeseballs.
(01:33):
And the great news for Safewayand Albertsons, they have over
90 million views on YouTube forit.
They gave $450,000 of groceries, electronics and other goods to
charity.
I absolutely love this and infact, this past Friday, on Bill
(01:56):
Maher's show on HBO, Mahertalked about Jimmy Donaldson and
the great stuff that he's doing.
There's been some controversy,some fools, if you would, that
are out there on the internetblaming Mr Beast for giving away
money to different charities.
(02:18):
We should celebrate him, regalin his largeness, for charity,
with everything that he's doing.
He is terrific, a terrific rolemodel.
We need more of people like himand I just think that this is
(02:40):
so cool that he and Albertsonsare doing this promotion.
Forget about all the great PRAlbertsons is getting.
I just think it's a fun thingand I just wish they would have
called me to do it.
Yeah, to be the person not tobe Mr Beast, but to be the
person who lives in asupermarket for 30 days.
Sally (02:59):
Well, I'll take either Phil, but yes, and you know
Alex, who is the young man whostayed in the store.
He stayed for 45 days, which isreally, really amazing.
It's a wonderful campaign.
For me, this is right on trackwith lots of brands that are
(03:23):
embracing joy as a concept, andspreading joy is something that
people are receiving really well, so this is a very happy
campaign and it also raisesmoney for a much needed cause,
Absolutely.
Phil (03:38):
So good for him.
Another story about Albertsons.
Albertsons hey, Albertsons iscopying what we did 16 years ago
.
16 years ago, you know, onSecond Life we created Phil's
Supermarket, as you know, thefirst virtual metaverse
supermarket ever.
Very proud of what we did.
(03:59):
It was very cool.
Obviously, you know, as you see, the animatics here wasn't as
cool as it is today, 16 yearslater, the AI and the IT has
really progressed meaningfully.
But kudos to Albertsons becausenow what they've done, starting
(04:20):
on Cyber Monday back then, theystarted selling and delivering
real products in the metaverseto customers.
Now they're the first grocer toactually do that and they
offered signature selectpretzels, peanut butter cups and
a six pack of mini Cokes for abuck, with free delivery.
(04:40):
They showcased the dealthroughout the metaverse to get
more people to do it, and allyou had to do is take your time
in real life, not in SecondLife, and click a QR code on the
billboards and then that youcould have these products
delivered to you within 45minutes.
(05:02):
And you know, I love the factthat Albertsons is doing it.
We know that Kroger, in one ofour previous webcasts with the
folks at Kroger, talked aboutgetting involved in the
metaverse.
I don't know what involvementKroger's had in this, but
clearly we're moving forward.
We're seeing Publix, we'reseeing Walmart also
(05:24):
experimenting in the metaverseand what I wanted to quote,
William White, who's Walmart'schief marketing officer, was
interviewed on CNBC about themetaverse and I love the
questions that he posed thatthey're asking themselves.
Number one how are we drivingrelevance in cultural
(05:47):
conversation and keep in mind,this is Walmart.
Number two how are wedeveloping community and
engagement?
Number three how are we movingthe needle from brand
favorability with youngeraudiences?
And he wrapped it up by sayingthat's what we're trying to
accomplish here.
It's a huge step forward.
(06:08):
We haven't heard a lot aboutthe metaverse, probably for the
past year, year and a half, butwe clearly have a lot of people
working on it behind the scenes.
According to McKinsey andCompany, by 2030, metaverse
could generate $5 trillion inimpact, 2.6 trillion affecting
(06:31):
e-commerce.
So what do you think?
Would you shop on Safeways orKroger's metaverse?
Sally (06:40):
100%, and I am not a tech driven personality at all I'm
pretty old school in almostevery way but this sounds really
cool to me because what they'redoing is bridging the gap
between a shopping experience inperson and a digital experience
(07:01):
at the convenience of that.
So I really like what they'redoing here.
Some of the things I've readrecently about tech and social
media trends for 2024, they'retelling us that we're not quite
there yet, with the metaversebeing huge and widespread, but
we are still inching our waytowards it, and so it will be
(07:22):
great to see Albertson's resultsgetting into the metaverse and
being the first supermarket totry this.
Phil (07:29):
And going back to our webcast now, probably year and a
half, two years ago, on themetaverse, we had Bill Gillespie
from Microsoft on it.
We had Wesley Rhodes, who's thechief innovation officer from
Kroger on it, and what Rhodeshad done is he really talked
about what he wanted to do ishave an experience where a
(07:52):
shopper could identify theattributes that they want.
So I want to eat healthy, Iwant to eat Italian, I have one
or two food allergies, I want tosave money, I want to cook at
home, whatever those attributesare.
And then when I go into themetaverse, all that I'm going to
see are products that meet thatcriteria.
(08:15):
So, unlike a traditionalsupermarket, traditional Kroger,
that might have already 50,000SKUs in it, I'm just going to
see the ones that meet mycriteria.
And yes, some people might say,well, you're getting rid of the
impulse shopping, butsomething, if I've got a
shopping list of 25 products andI walk up and down the aisles
(08:36):
and I have to pass by 40,000products, I'm not getting any
impulse buys there.
But really to be able toimmerse myself into that kind of
experience would be fabulous.
I agree with you.
So, as we talk about technology, we'd be remiss to not talk
about Amazon.
Amazon announced just last weekwhat I think is going to be the
(08:59):
death of grocery delivery.
Amazon has announced that inDenver, Colorado, and Sacramento
, California, and Columbus, Ohio, what they're doing for Amazon
Prime members.
These are those of us that arespending $139 a year to be a
member of Amazon Prime.
(09:20):
I never use my books or mymusic that they send me, but I
do get pre-delivery For $9.99 amonth on top of the $139 a year.
They're now going to offer freegrocery delivery.
This, to me, is the stupidestthing I've ever seen Amazon do.
(09:41):
So you can get unlimitedgrocery delivery on orders over
$35 from Whole Foods or AmazonFresh, or you could get a
limited 30-minute grocery pickup.
I mean, grocery pickup is freeanyway.
I mean, what's the big dealthere?
And I just think that Amazon isblowing it, because what it's
(10:04):
doing is it's going to getpeople more upset about it.
And grocery delivery nobodymakes money on grocery delivery.
No retailer makes money ongrocery delivery.
I'm not sure Instacart or Shiptmakes any money on it either,
when we look at Instacart's IPOfilings and everything else that
we hear from them.
They're making money onadvertising.
(10:27):
They're making money on theirservices.
Two retailers are not makingany money on grocery delivery.
What this points out to me isthat these companies are saying
we don't want to do grocerydelivery, and I'm not sure that
the average person yes, they'repeople who can't leave their
homes that must have deliverybecause of health reasons or
(10:51):
whatever else yes, and theyshould get it free.
You shouldn't have to pay forit.
But you know, this just to meis a boondoggle.
What do you think?
Sally (11:03):
Yes, it is concerning and I take issue mostly with the
fact, Phil, that I'm veryunclear of what Amazon is going
to charge me if I ordergroceries from them.
Take, for example I'm not aregular.
I am an Amazon user, not AmazonFresh.
So this morning I ordered somethings from Amazon Fresh and you
(11:25):
know what we thought was okay,you have to spend $150 to get
free delivery, and then therewas an announcement that they
moved that to $100.
Well, today, when I went on tobuy mine, that minimum was $50
to get free delivery, but on topof that there was a $7 service
fee in there, and then there wasalso my gratuity, because I
(11:48):
always want to, you know, takecare of the delivery workers.
So what's unclear to me is youknow, if I have an Amazon Prime
membership for $139 a year.
You know what am I getting withthat and what are these fees
going to be?
Because it's not clear.
Phil (12:11):
Yeah, it's not clear.
I think that you know.
Let's just wipe our hands ofthis whole thing, get rid of
grocery delivery.
We don't need it.
You know, when I was growing up, my parents went to the
supermarket and if there were alot of things, you know,
somebody would deliver it anhour later.
Whatever else, you gave the guya tip, that was it.
(12:34):
Let's go back to that.
This is getting absurd.
And you look at the probablyhundreds of millions of dollars
that have been wasted in grocerydelivery or 15-minute fast
delivery.
Enough.
We hereby decreeing thatgrocery delivery is dead.
In the US at least.
(12:54):
Jeff Bezos is doing some reallycool things.
It's really the Bezos EarthFund that he has funded.
It's not necessarily him.
Dr Andrew Steer, who is thepresident and CEO of the Bezos
Earth Fund, has announced $57million in food-related grants
to tackle threats of climatechange and biodiversity loss.
(13:16):
They've committed actually $1billion to tackling the food
system's impact on climate andnature.
What Steer has said, and Iquote "we cannot afford for food
to be on the sidelines ofclimate and nature conversations
any longer.
Food is a victim problem, asolution in the climate and
(13:38):
nature crisis, and we must raiseits profile in the discussion
and for the Bezos Earth Fund.
I think that more efforts likethis certainly Bill Gates and
the Gates Foundation has beenworking on food for over a
decade.
At this point, they've donesome great work, bezos doing
great work.
(13:58):
This is what we need if we'rereally going to solve the food
and climate crisis.
Sally (14:06):
Yes, this is really good news to see what the Bezos Earth
Fund is doing and how they arelooking to reduce methane
emissions through livestock byfeeding them a better diet that
will reduce those emissions.
They're looking at soil health.
They're looking at limitingdeforestation in the Brazilian
(14:30):
Amazon, which is one of our mostimportant ecosystems in the
world.
This is very good news to seeall of this happening.
What I think is important topoint out is that when we see
the Bezos Earth Fund coming fromJeff Bezos, a fund that he
started, being that he is abillionaire, a big business
(14:54):
owner.
His company is responsible fora lot of shipping and production
and things that affect ourclimate, it is the ethical thing
to do, I think, for thesecompanies to get involved in
some way to help raise awareness, raise money and help fix our
(15:14):
planet.
Phil (15:16):
I agree with you.
I think that Bezos, I thinkthat Gates have really done a
great job.
I think that Warren Buffett has.
There's also a whole bunch ofother billionaires out there who
are wasting money on buyingsocial media platforms and then
destroying them.
Maybe give yo our food supplysome of that money, instead of
(15:39):
wasting $44 billion on Twitterto see it, whatever.
Okay, let's move on to#FoodNotPhones.
There's a new study out thattalks about how our childhood
experiences are affecting bingeeating.
What's important about this,and important on everything that
(16:02):
we do with #FoodN ot Phones, isto bring it back to what are
the causes of, in this case,binge eating.
What the study is finding is alot of those instances where
people have positive childhoodexperiences, or what they call
(16:22):
PCEs, affect us later in life.
One of those that they talkabout, or a couple of them that
they talk about, are positiveinteractions with parents and
caregivers, feelings ofrelational and internal safety,
enjoyment of pleasurable andpredictable quality of life.
Hey, this is about meal times.
(16:44):
It's about eating together.
It's about enjoying each otherand putting down those phones,
don't you think?
Sally (16:52):
Absolutely.
This is very important research.
There are so many other thingswe've discussed that support
this.
We've talked about Dan Buetnerand how he talks about people
who live the longest, sharetheir food with their friends
and their families and have thiscommunity experience.
(17:14):
It's not surprising to seeresearch like this.
We also have to think aboutchildren that are raised in food
insecure homes and what typesof struggles and challenges come
with that, what types ofdepression come with that all
things that can lead tounhealthy eating patterns.
Phil (17:35):
Absolutely.
We really need to have more ofthis data in the hands of our
food companies, in our retailershands than ever before.
Again, don't forget, for moreinformation, go to www.
FoodNotPhones.
com.
We'll post this survey, thisstudy, on FoodNotPhones.
com as well and always belooking for updates there about
(17:58):
our campaign and what we'redoing to help getting rid of
those phones.
Thanks, Sally.
On the Bullseye, the HeinzKetchup campaign featuring Carly
Simon's song Anticipation is aclassic example of a perfect
harmony between productmarketing and popular culture.
(18:20):
Reached in the 1970s, thiscampaign used the hit song to
underline the thick, richtexture of Heinz Ketchup,
emphasizing that good thingslike Heinz Ketchup pouring out
of the bottle are worth waitingfor.
The choice of Carly Simon'santicipation was inspired, as
the song was already popular andits lyric resonated well with
(18:43):
the message that Heinz wanted toconvey.
Now the results of the campaignwere phenomenal.
It's not only cemented Heinz'sbrand identity as a premium
product, but it also showcasedthe power of combining popular
music with advertising.
The slow pour of the ketchupaccompanied by the song created
(19:05):
a memorable and enduring imagein the minds of viewers and
consumers.
Now.
This campaign was so successfulthat it ran for years and is
still thought of as one of themost iconic ad campaigns ever,
especially for food.
The Heinz Ketchup anticipationcampaign is a case study in
(19:27):
marketing excellence, which iswhy I guess that the folks at
Heinz is trying to recreate thatsuccess by launching its new
campaign, the Slowmaster 57.
Now it's hard to believe, butit's, according to the company,
the first ketchup racetrack.
Adam Driver and the rest of thecast of Ferrari have nothing to
(19:50):
worry about, I'm afraid theSlowmaster is inspired by, again
according to the company, amachine that's in every Heinz
Ketchup factory across the worldthat evaluates the thickness
and consistency of every batchof their ketchup.
Machines like this, by the way,as this one is described, are
used in just about every foodmanufacturing facility to verify
(20:14):
its product's quality control.
So for this Heinz faux grandprix, they've developed a
miniature model of the'quantifier' machine, that's
what it's called, whereconsumers can run their own
slowness test.
It's like a game, Heinz says,with a ramp that's built at a
gradient of 45 degrees over a 20centimeter track.
(20:37):
Now, 20 centimeters, that'sjust a little over 7 inches and
measures the speed of theketchup, which, by the way,
according to the company, cannotexceed 0.028 miles per hour.
Now, that's the maximum speedallowed to qualify to be Heinz
Ketchup.
I guess in the factoriesthere's like slow signs or stop
(21:01):
signs that are there.
Limited editions of theSpeedway are available on
e-commerce sites and gamingcafes.
Now to me it looks like a slidefrom a Barbie set.
It's just red instead of pinkand it seems to me it's an
instance of yet another brandmanager or PR person who just
doesn't get it.
(21:21):
Yes, they're going to get somepublicity after all, we're
talking about it here but thedifference between this campaign
and anticipation is aboutemotion and having a
mouth-watering image on screen.
Watching the TV spot made meand millions others yearn for
the Heinz Ketchup this campaign.
(21:43):
It has no emotion.
There's nothing like theoriginal campaign and the idea
of pouring ketchup down aplastic slide, well, that's just
silly.
It's unappetizing and, by theway, it makes a mess for
somebody to clean up.
Oh wait, remember the spike youhad from a random shot of Times
(22:04):
Woman of the Year combiningketchup and ranch dressing in a
football game?
That was emotion, humanity,taste.
That's still ketchup, not aplastic ramp.
Throw away the slow master andbring back Carly Simon if you
really want to increase salesand desire in what's a rather
(22:25):
boring category.
Thanks for joining us and we'llsee you back here next week.
Sally (22:31):
Be sure to visit SupermarketG uru.
com for the latest marketinganalysis, issues and trends, and
don't forget to join us backhere next Tuesday at 2:30 pm
Eastern for more.
Welcome to the Lempert Report LIVE.
Albertsons' bold moves, andthis time it's not about Kroger.
Amazon's new delivery fee couldbe the beginning of the end of
delivery, maybe?
Jeff Bezos directs the Futureof Food.
On Food not Phones,it happens to all be about our
childhood.
And on the bullseye, Heinzyearns for the days of Carly
(00:29):
Simon.
Let's get started.
So, sally.
When we take a look at what'sgoing on at Albertsons these
days, lots of excitement ishappening.
First up, what they've done,which is really kind of cool, Mr
Beast, Jimmy Donaldson.
What they did is a jointpromotion where they took a
(00:52):
contestant who received $10,000for every day.
He was able to live aloneinside a fully stocked Safeway
grocery store and what he had todo as part of this is come up
with $10,000 worth of stuff inthe supermarket to give each day
(01:13):
to a charity.
So he got $10,000, and then hetakes the stuff from the shelves
and the aisles, gives it awayto charity.
I would love this job.
What he did is he set up livingquarters, created a makeshift
shower, operated a forklift,built a swimming pool, drove a
go-kart through a wall of cheeseballs.
(01:33):
And the great news for Safewayand Albertsons, they have over
90 million views on YouTube forit.
They gave $450,000 of groceries, electronics and other goods to
charity.
I absolutely love this and infact, this past Friday, on Bill
(01:56):
Maher's show on HBO, Mahertalked about Jimmy Donaldson and
the great stuff that he's doing.
There's been some controversy,some fools, if you would, that
are out there on the internetblaming Mr Beast for giving away
money to different charities.
(02:18):
We should celebrate him, regalin his largeness, for charity,
with everything that he's doing.
He is terrific, a terrific rolemodel.
We need more of people like himand I just think that this is
(02:40):
so cool that he and Albertsonsare doing this promotion.
Forget about all the great PRAlbertsons is getting.
I just think it's a fun thingand I just wish they would have
called me to do it.
Yeah, to be the person not tobe Mr Beast, but to be the
person who lives in asupermarket for 30 days.
Sally (02:59):
Well, I'll take either Phil, but yes, and you know
Alex, who is the young man whostayed in the store.
He stayed for 45 days, which isreally, really amazing.
It's a wonderful campaign.
For me, this is right on trackwith lots of brands that are
(03:23):
embracing joy as a concept, andspreading joy is something that
people are receiving really well, so this is a very happy
campaign and it also raisesmoney for a much needed cause,
Absolutely.
Phil (03:38):
So good for him.
Another story about Albertsons.
Albertsons hey, Albertsons iscopying what we did 16 years ago
.
16 years ago, you know, onSecond Life we created Phil's
Supermarket, as you know, thefirst virtual metaverse
supermarket ever.
Very proud of what we did.
(03:59):
It was very cool.
Obviously, you know, as you see, the animatics here wasn't as
cool as it is today, 16 yearslater, the AI and the IT has
really progressed meaningfully.
But kudos to Albertsons becausenow what they've done, starting
(04:20):
on Cyber Monday back then, theystarted selling and delivering
real products in the metaverseto customers.
Now they're the first grocer toactually do that and they
offered signature selectpretzels, peanut butter cups and
a six pack of mini Cokes for abuck, with free delivery.
(04:40):
They showcased the dealthroughout the metaverse to get
more people to do it, and allyou had to do is take your time
in real life, not in SecondLife, and click a QR code on the
billboards and then that youcould have these products
delivered to you within 45minutes.
(05:02):
And you know, I love the factthat Albertsons is doing it.
We know that Kroger, in one ofour previous webcasts with the
folks at Kroger, talked aboutgetting involved in the
metaverse.
I don't know what involvementKroger's had in this, but
clearly we're moving forward.
We're seeing Publix, we'reseeing Walmart also
(05:24):
experimenting in the metaverseand what I wanted to quote,
William White, who's Walmart'schief marketing officer, was
interviewed on CNBC about themetaverse and I love the
questions that he posed thatthey're asking themselves.
Number one how are we drivingrelevance in cultural
(05:47):
conversation and keep in mind,this is Walmart.
Number two how are wedeveloping community and
engagement?
Number three how are we movingthe needle from brand
favorability with youngeraudiences?
And he wrapped it up by sayingthat's what we're trying to
accomplish here.
It's a huge step forward.
(06:08):
We haven't heard a lot aboutthe metaverse, probably for the
past year, year and a half, butwe clearly have a lot of people
working on it behind the scenes.
According to McKinsey andCompany, by 2030, metaverse
could generate $5 trillion inimpact, 2.6 trillion affecting
(06:31):
e-commerce.
So what do you think?
Would you shop on Safeways orKroger's metaverse?
Sally (06:40):
100%, and I am not a tech driven personality at all I'm
pretty old school in almostevery way but this sounds really
cool to me because what they'redoing is bridging the gap
between a shopping experience inperson and a digital experience
(07:01):
at the convenience of that.
So I really like what they'redoing here.
Some of the things I've readrecently about tech and social
media trends for 2024, they'retelling us that we're not quite
there yet, with the metaversebeing huge and widespread, but
we are still inching our waytowards it, and so it will be
(07:22):
great to see Albertson's resultsgetting into the metaverse and
being the first supermarket totry this.
Phil (07:29):
And going back to our webcast now, probably year and a
half, two years ago, on themetaverse, we had Bill Gillespie
from Microsoft on it.
We had Wesley Rhodes, who's thechief innovation officer from
Kroger on it, and what Rhodeshad done is he really talked
about what he wanted to do ishave an experience where a
(07:52):
shopper could identify theattributes that they want.
So I want to eat healthy, Iwant to eat Italian, I have one
or two food allergies, I want tosave money, I want to cook at
home, whatever those attributesare.
And then when I go into themetaverse, all that I'm going to
see are products that meet thatcriteria.
(08:15):
So, unlike a traditionalsupermarket, traditional Kroger,
that might have already 50,000SKUs in it, I'm just going to
see the ones that meet mycriteria.
And yes, some people might say,well, you're getting rid of the
impulse shopping, butsomething, if I've got a
shopping list of 25 products andI walk up and down the aisles
(08:36):
and I have to pass by 40,000products, I'm not getting any
impulse buys there.
But really to be able toimmerse myself into that kind of
experience would be fabulous.
I agree with you.
So, as we talk about technology, we'd be remiss to not talk
about Amazon.
Amazon announced just last weekwhat I think is going to be the
(08:59):
death of grocery delivery.
Amazon has announced that inDenver, Colorado, and Sacramento
, California, and Columbus, Ohio, what they're doing for Amazon
Prime members.
These are those of us that arespending $139 a year to be a
member of Amazon Prime.
(09:20):
I never use my books or mymusic that they send me, but I
do get pre-delivery For $9.99 amonth on top of the $139 a year.
They're now going to offer freegrocery delivery.
This, to me, is the stupidestthing I've ever seen Amazon do.
(09:41):
So you can get unlimitedgrocery delivery on orders over
$35 from Whole Foods or AmazonFresh, or you could get a
limited 30-minute grocery pickup.
I mean, grocery pickup is freeanyway.
I mean, what's the big dealthere?
And I just think that Amazon isblowing it, because what it's
(10:04):
doing is it's going to getpeople more upset about it.
And grocery delivery nobodymakes money on grocery delivery.
No retailer makes money ongrocery delivery.
I'm not sure Instacart or Shiptmakes any money on it either,
when we look at Instacart's IPOfilings and everything else that
we hear from them.
They're making money onadvertising.
(10:27):
They're making money on theirservices.
Two retailers are not makingany money on grocery delivery.
What this points out to me isthat these companies are saying
we don't want to do grocerydelivery, and I'm not sure that
the average person yes, they'repeople who can't leave their
homes that must have deliverybecause of health reasons or
(10:51):
whatever else yes, and theyshould get it free.
You shouldn't have to pay forit.
But you know, this just to meis a boondoggle.
What do you think?
Sally (11:03):
Yes, it is concerning and I take issue mostly with the
fact, Phil, that I'm veryunclear of what Amazon is going
to charge me if I ordergroceries from them.
Take, for example I'm not aregular.
I am an Amazon user, not AmazonFresh.
So this morning I ordered somethings from Amazon Fresh and you
(11:25):
know what we thought was okay,you have to spend $150 to get
free delivery, and then therewas an announcement that they
moved that to $100.
Well, today, when I went on tobuy mine, that minimum was $50
to get free delivery, but on topof that there was a $7 service
fee in there, and then there wasalso my gratuity, because I
(11:48):
always want to, you know, takecare of the delivery workers.
So what's unclear to me is youknow, if I have an Amazon Prime
membership for $139 a year.
You know what am I getting withthat and what are these fees
going to be?
Because it's not clear.
Phil (12:11):
Yeah, it's not clear.
I think that you know.
Let's just wipe our hands ofthis whole thing, get rid of
grocery delivery.
We don't need it.
You know, when I was growing up, my parents went to the
supermarket and if there were alot of things, you know,
somebody would deliver it anhour later.
Whatever else, you gave the guya tip, that was it.
(12:34):
Let's go back to that.
This is getting absurd.
And you look at the probablyhundreds of millions of dollars
that have been wasted in grocerydelivery or 15-minute fast
delivery.
Enough.
We hereby decreeing thatgrocery delivery is dead.
In the US at least.
(12:54):
Jeff Bezos is doing some reallycool things.
It's really the Bezos EarthFund that he has funded.
It's not necessarily him.
Dr Andrew Steer, who is thepresident and CEO of the Bezos
Earth Fund, has announced $57million in food-related grants
to tackle threats of climatechange and biodiversity loss.
(13:16):
They've committed actually $1billion to tackling the food
system's impact on climate andnature.
What Steer has said, and Iquote "we cannot afford for food
to be on the sidelines ofclimate and nature conversations
any longer.
Food is a victim problem, asolution in the climate and
(13:38):
nature crisis, and we must raiseits profile in the discussion
and for the Bezos Earth Fund.
I think that more efforts likethis certainly Bill Gates and
the Gates Foundation has beenworking on food for over a
decade.
At this point, they've donesome great work, bezos doing
great work.
(13:58):
This is what we need if we'rereally going to solve the food
and climate crisis.
Sally (14:06):
Yes, this is really good news to see what the Bezos Earth
Fund is doing and how they arelooking to reduce methane
emissions through livestock byfeeding them a better diet that
will reduce those emissions.
They're looking at soil health.
They're looking at limitingdeforestation in the Brazilian
(14:30):
Amazon, which is one of our mostimportant ecosystems in the
world.
This is very good news to seeall of this happening.
What I think is important topoint out is that when we see
the Bezos Earth Fund coming fromJeff Bezos, a fund that he
started, being that he is abillionaire, a big business
(14:54):
owner.
His company is responsible fora lot of shipping and production
and things that affect ourclimate, it is the ethical thing
to do, I think, for thesecompanies to get involved in
some way to help raise awareness, raise money and help fix our
(15:14):
planet.
Phil (15:16):
I agree with you.
I think that Bezos, I thinkthat Gates have really done a
great job.
I think that Warren Buffett has.
There's also a whole bunch ofother billionaires out there who
are wasting money on buyingsocial media platforms and then
destroying them.
Maybe give yo our food supplysome of that money, instead of
(15:39):
wasting $44 billion on Twitterto see it, whatever.
Okay, let's move on to#FoodNotPhones.
There's a new study out thattalks about how our childhood
experiences are affecting bingeeating.
What's important about this,and important on everything that
(16:02):
we do with #FoodN ot Phones, isto bring it back to what are
the causes of, in this case,binge eating.
What the study is finding is alot of those instances where
people have positive childhoodexperiences, or what they call
(16:22):
PCEs, affect us later in life.
One of those that they talkabout, or a couple of them that
they talk about, are positiveinteractions with parents and
caregivers, feelings ofrelational and internal safety,
enjoyment of pleasurable andpredictable quality of life.
Hey, this is about meal times.
(16:44):
It's about eating together.
It's about enjoying each otherand putting down those phones,
don't you think?
Sally (16:52):
Absolutely.
This is very important research.
There are so many other thingswe've discussed that support
this.
We've talked about Dan Buetnerand how he talks about people
who live the longest, sharetheir food with their friends
and their families and have thiscommunity experience.
(17:14):
It's not surprising to seeresearch like this.
We also have to think aboutchildren that are raised in food
insecure homes and what typesof struggles and challenges come
with that, what types ofdepression come with that all
things that can lead tounhealthy eating patterns.
Phil (17:35):
Absolutely.
We really need to have more ofthis data in the hands of our
food companies, in our retailershands than ever before.
Again, don't forget, for moreinformation, go to www.
FoodNotPhones.
com.
We'll post this survey, thisstudy, on FoodNotPhones.
com as well and always belooking for updates there about
(17:58):
our campaign and what we'redoing to help getting rid of
those phones.
Thanks, Sally.
On the Bullseye, the HeinzKetchup campaign featuring Carly
Simon's song Anticipation is aclassic example of a perfect
harmony between productmarketing and popular culture.
(18:20):
Reached in the 1970s, thiscampaign used the hit song to
underline the thick, richtexture of Heinz Ketchup,
emphasizing that good thingslike Heinz Ketchup pouring out
of the bottle are worth waitingfor.
The choice of Carly Simon'santicipation was inspired, as
the song was already popular andits lyric resonated well with
(18:43):
the message that Heinz wanted toconvey.
Now the results of the campaignwere phenomenal.
It's not only cemented Heinz'sbrand identity as a premium
product, but it also showcasedthe power of combining popular
music with advertising.
The slow pour of the ketchupaccompanied by the song created
(19:05):
a memorable and enduring imagein the minds of viewers and
consumers.
Now.
This campaign was so successfulthat it ran for years and is
still thought of as one of themost iconic ad campaigns ever,
especially for food.
The Heinz Ketchup anticipationcampaign is a case study in
(19:27):
marketing excellence, which iswhy I guess that the folks at
Heinz is trying to recreate thatsuccess by launching its new
campaign, the Slowmaster 57.
Now it's hard to believe, butit's, according to the company,
the first ketchup racetrack.
Adam Driver and the rest of thecast of Ferrari have nothing to
(19:50):
worry about, I'm afraid theSlowmaster is inspired by, again
according to the company, amachine that's in every Heinz
Ketchup factory across the worldthat evaluates the thickness
and consistency of every batchof their ketchup.
Machines like this, by the way,as this one is described, are
used in just about every foodmanufacturing facility to verify
(20:14):
its product's quality control.
So for this Heinz faux grandprix, they've developed a
miniature model of the'quantifier' machine, that's
what it's called, whereconsumers can run their own
slowness test.
It's like a game, Heinz says,with a ramp that's built at a
gradient of 45 degrees over a 20centimeter track.
(20:37):
Now, 20 centimeters, that'sjust a little over 7 inches and
measures the speed of theketchup, which, by the way,
according to the company, cannotexceed 0.028 miles per hour.
Now, that's the maximum speedallowed to qualify to be Heinz
Ketchup.
I guess in the factoriesthere's like slow signs or stop
(21:01):
signs that are there.
Limited editions of theSpeedway are available on
e-commerce sites and gamingcafes.
Now to me it looks like a slidefrom a Barbie set.
It's just red instead of pinkand it seems to me it's an
instance of yet another brandmanager or PR person who just
doesn't get it.
(21:21):
Yes, they're going to get somepublicity after all, we're
talking about it here but thedifference between this campaign
and anticipation is aboutemotion and having a
mouth-watering image on screen.
Watching the TV spot made meand millions others yearn for
the Heinz Ketchup this campaign.
(21:43):
It has no emotion.
There's nothing like theoriginal campaign and the idea
of pouring ketchup down aplastic slide, well, that's just
silly.
It's unappetizing and, by theway, it makes a mess for
somebody to clean up.
Oh wait, remember the spike youhad from a random shot of Times
(22:04):
Woman of the Year combiningketchup and ranch dressing in a
football game?
That was emotion, humanity,taste.
That's still ketchup, not aplastic ramp.
Throw away the slow master andbring back Carly Simon if you
really want to increase salesand desire in what's a rather
(22:25):
boring category.
Thanks for joining us and we'llsee you back here next week.
Sally (22:31):
Be sure to visit SupermarketG uru.
com for the latest marketinganalysis, issues and trends, and
don't forget to join us backhere next Tuesday at 2:30 pm
Eastern for more.
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