McMayberry

http://www.womacknewspapers.com/obsentinel/
! Diversity Brands capitalizes on Mayberry


After eight years as a top-ten broadcast television series, 39 years of wildly successful syndication, a passionate following of more than 1,300 "Rerun Watchers Clubs" and, as the subject of a recent No. 1 hit country song by Rascal Flatts, The Andy Griffith Show and its fictional town of Mayberry maintain a loyal, enthusiastic fan base not limited by typical socioeconomic or generational boundaries.

Andy Griffith, the star of the series, now lives on Roanoke Island.

Supermarket shoppers will soon be able to follow their love affair with Mayberry to the dinner table. Nashville-based marketer Diversity Brands LLC and CBS Consumer Products are collaborating on a summer 2007 launch of Mayberry's Finest brand foods.

"Traditional southern food plays an important role throughout The Andy Griffith Show," said Marcela Gomez, president of Diversity Brands. "In nearly every episode, preparing and enjoying meals were pivotal in exhibiting the characters' hospitality, social mores, seasonal traditions and, most importantly, the quiet exuberance of the serene Mayberry lifestyle."

Philip Connelly, Diversity Brands partner and originator of the Mayberry's Finest brand concept said: "We summarize the role of good food in Mayberry with a bit of sage wisdom that has become our tagline. It is attributed to series character Briscoe Darling, the erstwhile purveyor of mountain wisdom, who pontificated, 'Eatin' speaks louder than words!'"

Diversity Brands expects to execute a phased launch for Mayberry's Finest brand foods. Initial offerings will be across supermarket categories including shelf-stable processed meats and vegetables, baking mixes and pickles.

"We couldn't resist launching a dill pickle," Gomez said. "Loyal fans of the show cite a 1961 episode entitled 'The Pickle Story' as one of their favorites. It seemed only natural to introduce Mayberry's Finest Brand Good Ole Store-Bought Pickles."

Subsequent launches will include, among other categories, frozen desserts, jams, jellies and preserves, and baked goods. "Products introduced must fit the concept of the brand such that it would seem to be a dish that would be appropriate at Aunt Bee's table, a Myer's Lake picnic or the Mayberry Diner," said marketing consultant Monica Powers, who has assisted with the launch. "Of course, strategically, we'll seek categories with some degree of vulnerability due to underperforming items or lack of innovation from suppliers."

Packaging for each item links the product to a show character and includes humorous script excerpts, episode numbers and original airdates.

"We believe that it may not only be something that will amuse show aficionados but also may develop awareness about the show for the uninitiated," Gomez stated.

Diversity Brands' debut of the Mayberry's Finest brand will be at the annual Food Marketing Institute Show at Chicago's McCormick Place May 6-8. The Mayberry's Finest' 40-foot exhibit will be replete with product samples, autographed books about The Andy Griffith Show, bluegrass music from The Dillards and Maggie Peterson (cast as the Darling family in the series) and, perhaps its most effective ambassador, a restored 1962 Ford Galaxie squad car.

"Early in the development of the line," said Connelly, "we committed to replicating, with our food items, the high production qualities, wholesomeness and market durability that were so evident in the television show. I think the Mayberry's Finest Brand potential can best be summarized by a pithy but perceptive quote from wide-eyed character, Gomer Pyle: Shazam!"

Blogged with Flock