D’Agostino is a family owned and operated supermarket chain in New York. Their slogan is “New York’s Original Grocer”; their first store opened back in 1932.
All well and good. Except I just saw one of their weekly circulars, and must say I think they are making a big mistake in how they are attempting to promote their longevity. They have decided to brand their meat and poultry using the date they started in business. To claim they have been around since 1932 is one thing; to even vaguely raise the weird thought that their products have been sitting around since then is a different story.
They offer, among other things, 1932 Brand Premium Angus ground chuck, and 1932 Brand all natural boneless chicken breast. But rather than sounding as if the chain had been around forever, it just sounds like the products they are offering are long past any reasonable expiration date.
No, I don’t think anyone will actually logically reach this conclusion. But people aren’t literal, and sense when something somehow seems “off.” As when they use a headline in red to promote their boneless shell steaks by bragging, “1932 Fresh.” I guess the basic question is, is this the best good idea they can come up with to talk about their staying power?
If you can make a claim that you are a survivor, based on how long you have been around, that is often a good thing. In fact, I did it with New York’s Stage Deli (Celebrating 75 years of Excess) and Rapid Park garages (50 Years of Keeping New Yorkers Off the Street).
But it is one thing to claim you have been around a long time and another to even subconsciously suggest that a particular product has been around that long also.
Got the idea?