Food Marketing Magic

Food Marketing Magic

How memorable campaigns shaped consumer choices

By Gretchen Westdal Centers

Got milk? Where’s the beef? Eat more chikin!

Those phrases could seem like your run-of-the-mill questions or a bizarre command. But you most likely recognized them as something more. That’s the power of successful marketing and advertising campaigns: recognition, retention, and — hopefully — action. Looking back at some of the most successful and recognizable marketing and advertising campaigns from recent history can help the food industry understand what’s worked and what left people wanting more.

Where’s the Beef?

It’s a question that’s transcended its time. Wendy’s iconic “Where’s the beef?” advertising campaign debuted in 1984 and is still lauded as one of the most notable campaigns in fast-food history. At the time, Wendy’s needed to stand out from its more well-known competitors, McDonald’s and Burger King. To do so, Wendy’s called out the size discrepancy between their burger patties, which were larger and considered higher quality compared to its rivals.

The concept initially started with the phrase “fluffy buns,” but the agency creating the commercial pivoted to emphasize the competitors’ smaller patty size. By highlighting their product’s value, size and quality over their competitors, Wendy’s would stand out. It was all brought to life by a spunky, 81-year-old manicurist-turned-actress named Clara Peller. Peller’s comedic delivery and memorable voice brought humor and life to the message.

The public loved it. The commercial became a cultural phenomenon, with Peller’s delivery of “Where’s the beef?” solidifying its impact. The phrase quickly entered the mainstream vernacular, often used to question the quality of something. Its mass appeal led to parodies, T-shirts, bumper stickers and even a song. The ad’s humor and relatability struck a chord with audiences and turned Wendy’s into a household name.

The campaign proved highly successful in driving sales. Wendy’s reported a significant increase in sales shortly after the ad aired, with a 31% jump in profits in 1984 compared to the previous year. The focus on the actual size of the beef patties resonated with customers looking for more value in their fastfood meals. The slogan also helped Wendy’s differentiate itself in the crowded fast-food market by positioning itself as offering higher-quality, substantial burgers.

The Incredible Edible Egg

After the political and social turmoil of the 1960s, people were looking for a reset. Some health and wellness trends we are familiar with today were born in the 1970s. People sought ways to cleanse the body and connect with their inner thoughts, with optimal wellness as the goal. This led to misconceptions about traditional food products. One commodity that came under scrutiny was the humble egg.

In 1977, the American Egg Board sought to dispel the myths that eggs weren’t a nutritionally valuable food. The “The Incredible Edible Egg” campaign was created with a catchy jingle and fact-filled language. Designed to focus on how versatile, nutritious and essential eggs are, the ads highlighted their protein richness, vitamin content and ease of preparation.

The campaign resonated with consumers, who appreciated the emphasis on eggs as an affordable and nutritious food. It successfully countered some of the negative press about cholesterol by highlighting the positive nutritional qualities of eggs, such as their high protein content and essential vitamins.

The campaign had a real impact on egg consumption. Over time, egg sales stabilized and eventually grew, partly thanks to the campaign’s broad appeal and compelling messaging. It also encouraged people to use eggs in meals other than breakfast. This shift in perception allowed the American Egg Board to position eggs as an all-day, indispensable product.

Got Milk?

In 1993, due to declining milk consumption, the California Milk Processor Board and MilkPEP (the Milk Processor Education Program) hired an ad agency to help. The agency and its partners wanted consumers to remember the health benefits of milk without harping on them or simply listing nutritional facts.

An idea was born to create a print advertising campaign using beautifully shot photos of the world’s most famous celebrities, personalities, and athletes, each wearing a milk mustache. The image was accompanied by the infamous “Got Milk?” text nearby, along with a few key reasons why the celebrity was apt to drink milk. Nearly 300 celebrities participated in the ad campaign over the two decades it ran. It was lauded as one of the most popular advertising campaigns of the ’90s, but did it work?

According to data from the USDA, the campaign slowed the decline of whole milk consumption and contributed to a 7.7% increase in California milk sales in the first year of the campaign. There are arguments for the campaign’s public perception of milk’s health benefits, noting that 47% of women viewed milk consumption as a way to lose weight and an essential part of a healthy diet compared to 24% two years prior.

The “Got Milk?” campaign is an excellent example of how food marketing and advertising are critical to public perception. But even a campaign with the resources and breadth of this iconic effort had its limits, demonstrating that food advertising is an essential albeit fickle endeavor.

Subway's $5 Footlong

Five dollar… Five dollar… Five dollar footlong. Can you hear the jingle in your head? In 2008, that tune was playing on radios and TVs, and was stuck in the heads of millions. The Subway $5 Footlong campaign was, and for many still is, a memorable marketing effort that helped Subway increase sales and cement the company as a customizable, reliable, affordable restaurant choice.

The idea originated from a Florida-based franchise owner named Stuart Frankel, and it quickly found its way to Subway’s corporate headquarters. The appeal was simple: a catchy slogan-turned-jingle highlighting the product’s affordability. And it came at just the right time. The financial collapse of 2008, which led to the Great Recession, had many on tight budgets.

The campaign addressed a need and provided a solution. Hungry patrons trying to make ends meet could get a filling meal for a relatively low price. On top of that, customers could get a fresh meal offering lean proteins and vegetables. Like other restaurants of the time, Subway was marketing the value of their product — and with great success.

Within the first year, the promotion generated an estimated $3.8 billion in sales, significantly boosting the chain’s revenue. Subway became a leader in the quick-service restaurant sector, gaining an edge over competitors by offering an unbeatable combination of price, portion size and perceived freshness. The promotion also helped Subway franchisees increase foot traffic, creating a steady stream of customers eager to take advantage of the deal.

The long-term impact of the $5 Footlong campaign was transformative. It solidified the chain’s image as an affordable, customizable, and fresh meal provider, attracting a loyal customer base.

Looking Forward

The food marketing landscape looks much different today than during these campaigns. Current campaigns must be multi-faceted and use various media tactics to reach the right audience. Iowa commodity groups are looking for new and thoughtful ways to reach consumers. Take a look at the quotes below to see how some are creating new opportunities.

“Through our omnichannel marketing efforts, we can meet consumers pre-, at point of sale, and post-shopping, all while connecting with audiences on a personal level,” explains Alyson Fendrick, marketing communications manager at Midwest Dairy “Dairy farmers, with their authentic stories and direct access to local consumers, have a unique opportunity to amplify their impact through micro-marketing. By leveraging their own social media channels, they can build trust, highlight their sustainability efforts and showcase the quality of their products, creating a direct and meaningful connection with their community that drives both awareness and sales. Unlike traditional advertising, social media campaigns can be far more affordable while still allowing targeted marketing.”

“We use a variety of marketing strategies to reach our consumers, and we started using influencers about five or six years ago,” says Kylie Peterson, director of marketing and communications at the Iowa Beef Industry Council. “This helps build authentic and trustworthy relationships through appealing and engaging content. The strategy can also help grow our audiences, educate them about the versatility of beef, and change purchasing habits. We are also using our farmers to share their stories through social media. Our farmers are often humble folks who see what they do as just a job, a way of life, a passion. They don’t always think what they do is special, but we know consumers think what they do is special and deserves to be shared.”