Wayne E. Pollard's Blog

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Cream of Wheat Needs More Exposure

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The maker of Cream of Wheat, Parsippany-based B&G Foods, closed its public offering of 10 million shares for $8 each in Septermber. As a kid, I loved Cream of Wheat; I liked mine lumpy. (I don’t know whether I really liked it that way or if I learned to like it because that’s how my mother made it.) I find it disappointing that although B&G is in New Jersey (where I live), I can’t walk into any diner I know and order a bowl of Cream of Wheat.

I’ve always felt that the Cream of Wheat chef (whose face graces the box) lacked the exposure that some of his peers, like Aunt Jemima and the Quaker, get. He could use some product placements on a show, a show like Iron Chef. Now that’s an episode I’d like to see! I can hear the host saying, “Today’s secret ingredient is… CREAM OF WHEAT!” Iron Chef Mario Batali would present his dish to the judges saying, “Here we have Risotto with Spiny Lobster and Cream of Wheat.” The challenger would serve instant Cream of Wheat in a bowl with a small cup of hot water and try to convince the judges that it was actually a deconstructed Cream of Wheat. And, of course, the challenger would lose because he couldn’t resist the temptation to make Cream of Wheat ice cream.

Written by Wayne

November 7, 2009 at 2:45 pm