Kansas City locals know that Blanc serves up a good burger – possibly one of the best in the nation. That being said, this is not a commentary on their product or service. In fact, I hope to write in defense of that product despite the message soon-to-be advertised on the food network.
Blanc has a great reputation as people share positive stories and experiences word-of-mouth. And so there isn’t much need to broadcast traditional advertising. In fact, below are two TV spots that I believe are actually hurting their reputation more than building it.
spot 1 – soccer game
spot 2 – picnic
The shots are beautiful, well done, and communicate the Blanc experience as an emotional family event after a game and as a romantic picnic. But, those of who’ve eaten at Blanc surely know this isn’t true to the experience. Right?
I’ve eaten Blanc with friends and its good. With family and its good. The inside-out burger can be a little messy. The menu maybe a little pricey (in exchange for quality ingredients). The interior is clean, simple and modern with a bottle-filled bar. And ultimately, the Blanc message is simple: Go to Blanc to enjoy one of the best burgers around. Made with local ingredients.
The attempt to show the experience as a romantic picnic or a way to pick up a ‘convenient’ meal after the game (in the car) is false. The reality is that glass bottles, a fairly greasy burger, and fries aren’t fast food for kids in the car. And a romantic picnic in the park with truffle fries exchanged lovingly with a greasy kiss isn’t accurate either!
Overall, there’s a really interesting balancing act of product and marketing. Some products need advertising to boost their value. While other products actually market themselves. In this case, the brand should be the burger and the experience – marketing should have sat this one out.