celebrity chef brands for sale - case study in credibility
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Celebrity chefs will say and do just about anything for enough money. A case study in brand credibility. Find out the facts and full references in our blog post http://www.technoledge.com.au/b2b-blog/celecrity-chefs-brands-for-hire-when-the-price-is-rightTRANSCRIPT
A CASE STUDY IN BRAND CREDIBILITY
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*‘Please don’t fall for the hype or the association to a celebrity
… Jamie – hold your head in shame!’
‘These pans are hopeless’
‘Hugely disappointing’
‘An utter waste of money’
‘Don't even think about buying it!’
‘Tefal pans are rubbish’
‘Never again!’
‘Useless Guarantee’
User feedback Amazon
‘You cannot criticize a man
for going to work.
You really cannot.’
Marco Pierre White
‘But you can criticise a man
for choosing to go to work
as a pimp and a whore.’
Eater reader
.
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Marco Pierre White is the brand ambassador for Knorr ‘Homestyle’ stocks in the US.
‘He is no stranger to Knorr (a division of
Unilever), as he’s promoted the company’s bouillion cubes in the UK since 2006.’
White claims to have used Knorr stock in his
restaurant kitchens for 30 years: ‘It is my secret ingredient.’ Eater
…really?
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‘There’s no
freshness like
Coles
freshness’
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Coles was found guilty of selling bakery goods as ‘freshly baked’ even though they were made up to 6 months earlier in Europe.
‘Croissants, danishes and muffins are being shipped frozen from
Germany, Belgium and Denmark.’
Sydney Morning Herald
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‘We are excited to once again be supplying the MasterChef Australia pantry with the same great
food customers will find in our stores.’
Simon McDowell , Coles
Not to be outdone, Woolworths signed guess who
?
…is reality the first casualty of Reality TV?
Why are these celebrity chefs so keen
to be part of the deception?
Or to sell out their carefully built brands?
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Maybe. There’s a lot of it involved.
Jamie Oliver’s salary is £90 million (not bad for ‘an employee’) but Woolies isn’t paying for everything…
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‘Farmers slugged for Woolworths
Jamie Oliver campaign’ ABC
‘Jamie Oliver levy leaves farmers fuming’ The Australian
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That he’s ‘an employee of Woolworths and has
no sway regarding the commercial direction or
negotiations the business takes’
The Guardian
‘Part of what I’m doing with Woolies is looking at
standards, and ethics, of where our sort of food
comes from.’
Brisbane Times
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‘Jamie Oliver in hypocrisy row
over feeding the poor rant
as comparison finds his
supermarket meals cost 7 times as much
as own-brand equivalents.’ Daily Mail
‘These chefs aren’t doing it because they
love making food, they’re doing it
because it’s commercially viable for them
to be the face of a supermarket.
It’s all about the dollar.’ Matt Brand, NSW Farmers Association
The Sydney Morning Herald
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