Sundance food tie-ins: do they work?

by Sarah Gilbert, Posted Jan 19th 2006 @ 8:02AM

mmm, hollywood and quaker Odwalla is launching a new line of juices at the Sundance Film Festival, called the "PomaGrand" varieties ("Uniquely combining the wonders of the red spectrum from nature's harvest, PomaGrand combines the goodness of pomegranate juice with wild berry extract"). Quaker Oats is sponsoring the "Steel Cut Oatmeal Power Breakfast" [pdf link], "where Hollywood's dealmakers will be invited to the Premiere [magazine] lounge to find both the next big deal from the Festival as well as a healthy breakfast."

They both seem a little, well, ridiculous. Quaker Steel Cut Oatmeal has (as far as I know) nothing to do with movie dealmakers. Pomegranate, while good for you, is so over. Hollywood is now doing the Acai thing. The hip health nuts have moved on. Yes, the attendees of this festival are truly hip (after all, some of our favorite people are going!). But are they really a mainstream grocery store food audience? Do you really think Robert Redford shops at Safeway?

Filed Under: Business, Trends, Stores & Shopping, Ingredients
Tags: acai, brand management, brand marketing, BrandManagement, BrandMarketing, breakfast, fruit, grains, hollywood, juice, oatmeal power breakfast, OatmealPowerBreakfast, odwalla, odwalla pomagrand, OdwallaPomagrand, pomagrand, pomegranate, power breakfast, PowerBreakfast, quaker, quaker steel cut oatmeal, QuakerSteelCutOatmeal, robert redford, RobertRedford, steel cut oatmeal, SteelCutOatmeal, stores-and-shopping, sundance, sundance film festival, sundance power breakfast, SundanceFilmFestival, SundancePowerBreakfast

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Reader comments (Page 1 of 1)

1-19-2006 @10:28AM I miss Naked Chef said... I would like to see how that idiot Emeril will do on Iron Chef. Can that humpback go thru a preparation without a BAM!!! or OH, YEAH BABE! and keep his eyes on what he is doing? He will lose terribly on presentation. Why is he always humped over with his head down in the cooking? Can you imagine how much spit and hair must fall into his cooking?

Another fake is that Sandra "Semi-Ho" Lee, HA! Can anyone imagine her on Iron Chef? She will spend half of the time decorating the damn kitchen stadium to match her outfit making it really really tacky looking as she is and the food.... UGH!!! The testers will vomit along with the viewers at home.

I want to see Jamie Oliver and Paula Deen on the program.
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