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this week's Marketing
Creatively Talk Turkey
"Nicknamed 'America's Béchamel,"
Cream of Mushroom Soup is..."
This surprising comparison
caught my eye on a
Thanksgiving-themed Trader Joe
circular, prompting me to skim
the rest of the text-heavy
flyer. It turned out to be full
of terrific descriptions, using
techniques worth following when
you need to write paragraph
after paragraph about humdrum
items. For example:
* Fried onion pieces: "These
crunchy savories came into the
limelight with the 1960s debut
of the green bean casserole."
* Fresh cranberries: "One of
only three fruits native to
America..." [Little-known fact.]
* Frozen mashed potatoes: "This
frozen side is a chef's
back-pocket wonder." [How the
product saves the day.]
* Brussels sprouts stalks: "The
Christmas Trees of
Thanksgiving, these herald the
start of the season."
[Another startling comparison.]
* Whole kernel corn:
Midwest-grown, supersweet corn -
it's as tried and true as it
sounds." [Elaborate on
* Iced cranberry orange scone
cookies: "You've loosened the
belt, you've taken a few deep
breaths... there is just enough
room for a nibble of something
Are you hungry yet?
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