Italiano
“Branding” works in inscrutable ways…
“Crisphead” lettuce, for instance.
Named thus by the company that selected it already towards the end of the 19th century (“Burpee Seeds and Plants“), presumably because they wanted to communicate to the customer the strong point of this innovative cultivar: the crunchiness of its leaves.
But, as we were saying, it is often the consumers who decide which way marketing goes.
The crisphead was particularly sensitive to heat. That’s why it had to travel in containers full of ice.
When they arrived at their destination, the ice had almost all melted.
The recipient found these heads of lettuce floating in freezing water.
As if they were Icebergs.
A less evocative name, isn’t it?.
However, a name that has made such an impact on the public that, 100 years later, few people go to the grocer and ask for a bag of “crisphead”.
Anyway, if you’d like to know more about the content or copywriting services I offer for companies in the catering and/or hospitality sector, give me a shout!
