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After emerging from bankruptcy earlier this year, Gardenburger is looking to rebuild its brand. They turned to college students for help. A spokeswoman from
Gardenburger stated that college students were a good market for the brand because "college students tend to be
more aware ... about the environment [and] about health" - meaning that they are slightly more likely than the
average person to reach for the vegetarian option at the table.
The company has set up a program with advertising classes at five US universities, where the students at each campus are to design a campaign for the company and at least one will be used nationally in the fall. The students are not being paid for this work - and are more than likely being graded on their ideas - but the opportunity to work on a national campaign for a nationally known brand is a chance that any college student looking to go into advertising or marketing is likely to jump at.
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4-13-2006 @3:18AM Alex said... This is more like Gardenburger getting free advertising advice from (and exposure to) a target demographic ... how much academic credibility does a class have when sponsored by any kind of brand?
We've been here before ... read 'No Logo' by Naomi Klein ...
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4-13-2006 @7:50PM Dawn Hardison said... I have been looking all over for Gardenburgers. Glad to hear they are back. I hope they come to Denver soon!
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