In the essence of what we have assumed is more natural, better and much richer, grandmothers have become a kind of gold standard. Nothing is healthier, more palatable and rich than the things made by the grandmother, who uses – or so our subconscious tells us – ancient techniques learned from her own grandmother to do everything in an artisanal and healthy way. It is the good, the real homemade. It matters little whether or not your grandmother was a cooking mess or a fan of the convenience foods that made life easier. Grandma always sells good.The menus of the restaurants that always promise “grandmother’s cake” in their desserts do, which leads to imagine a poor grandmother making cookies and chocolate cake until boredom to serve all the bars in Spain, and It is done by companies of all types and conditions when they sell their products.
Grandmothers are part of the brand image and the essence of the advertisements, branding and packaging of many brands that want to convince us that theirs is good and that their products are absolutely natural, real and close to the essence.Perhaps, one of the best examples of the power of the grandmother as a prescriber is in the campaigns of Casa Tarradellas. The knowledge of the whole life of the grandmother is used to sell a very little ‘grandmother’ product (pizzas, after all, are a relatively recent product in the Spanish market, but clearly one that the grandmother’s grandmother did not offered) and to give a certain aura to something that is directly precooked.Although perhaps the best example of an advertising grandmother is that of Fabada Litoral. The advertisements showed her for decades giving canned bean stew to tourists who were looking for “the authentic bean stew”, showing her as the “typical” – following all the clichés – grandmother from northwestern Spain.
In a way, she became iconic, already an element of popular culture (so much so that when the Uzbekistan Email List most popular of the five actresses who represented her died, she starred in obituaries in the mainstream media).Grandmother is the clearest example of those mechanisms that companies use to convey that their products are the best and to endow them with a certain aura of home, of artisan or indeed with certain types of raw materials, but she is not the only one.A recipe from the pastThere is also the appeal that the traditional recipe from a long time ago is used, such as the Danone yogurts that are already directly called Danone 1919 or the Hero jams that also use a date as a name. It is 1886.
Regarding the jam, for example, the name and the packaging leads us to think that they have taken up their recipe from a century ago, although the advertisement does not say so clearly. They simply explain to us that it is made over low heat and that it has pieces, which is “as it was done before” although that is a very vague promise.Zero preservatives And, of course, to the recipes from a century ago and to the grandmothers (or time travelers, like the one featured in the La Lechera ads, even though their product appears to be consumed by two contemporary people), the promises are also added. to eliminate preservatives to assert the quality of the products.This is what fast food chains are doing, which have had to see how during this decade they lost their pull before consumers more concerned than ever about what they eat and what fast food means.
In addition to making gourmet editions, to try to conquer increasingly sophisticated palates, they have begun to sell the idea of the quality of their raw material. We are not junk food, they try to push it to their potential customers.In fact, McDonald’s latest reputation problems have gone in that direction, but also Burger King’s latest campaign. The company has begun to print on the packaging of its hamburgers in the United States the list of ingredients for its hamburger, a kind of recipe so that you can make it at home but also a way to insist that they are only natural products.