How to Make a Commodity Product Interesting

Canned vegetables are certainly a commodity product. They’re cheaper than fresh, and often discredited as less nutritious than frozen vegetables. But if you drive through South Carolina, you’ll encounter a marketing campaign by Glory Foods that makes canned vegetables, well, glorious.

Glory Foods, foundedĀ in Columbus, OH, has woven Southern soul into its brand. Each can of blackeye peas, collard greens or green beans is “seasoned southern style.” Billboards drive home this message with cheeky Southern sayings that emphasize the convenience of the product. Here are a few I saw recently:

Commodity Marketing

Commodity marketing

Commodity marketing

Other marketing slogans include:

  • Give peas a chance
  • Flavor and spice and everything nice
  • Southern greatness: yes, you can
  • Open up a can of flavor
  • Soul of the South
  • Hail to the kale!

Glory Foods is successful in marketing a commodity because it gave the product a perspective and personality. The marketing team made canned vegetables memorable in a way that was meaningful to customers– and definitely encourages motorists to try the product.