Doing my weekly shopping at the the Hillcrest Farmer’s Market last weekend, I came across a booth for Epicurious.com. I did a double take. Sandwiched between the handspun butter tent and my favorite avocado vendor was Epicurious, the online cooking mogul from the publishers of Gourmet and bon appetit magazines.

After making my way through a crowd of market-goers, it was clear what they were up to. They are hitting the streets in local markets, reaching the Sunday morning market-goers that appreciate a pesticide-free pluot and natural dog food. The people that are gathering fresh-cut flowers for their home and buying range-free eggs from a local vendor for their morning omelet are a very lucrative segment of their target market.

After returning home, I checked Epicurious.com to see what else they were up to. I was excited to see that their “local” approach was part of a bigger effort. According to their editor in chief, Tanya Steel, “It’s more important than ever to use local ingredients, both to the planet, and to farmers in your area. We are touring the country’s green markets again this year, in the hopes that we can offer tips, recipes, and advice to home cooks looking to create delicious and affordable meals using locally grown foods.”

The effort includes profiles of local farmers making a difference, an interactive map of what is fresh in your area, and a whole host of recipes that incorporate your farm fresh ingredients.

Other things they are doing (very well):

- iPhone App: you can create recipe boxes, search recipes, even create shopping lists

- They have an integrated marketing strategy. They are a dot com. But they don’t rely solely on other dot coms. They market through their partners Gourmet and bon appetit. They sponsor events. They do events and even mobile marketing.

- They embrace social media! I will blog later about their immersion in social media. But let’s just say they are covered.

This past Saturday night, the hubby and I headed over to Laurel for a final dinner. Laurel, once a culinary leader in San Diego, is now closed for a month and a new Italian concept is being created in its place. Laurel was one of Bailey Gardiner’s first restaurant clients (back in the day). And more personally, it’s where Paul (now hubby) and I had our first date and he later proposed (I know, cue Streisand singing Memories).

Proprietor Tracy Borkum told us about the new concept, her gigantic new oven and her inability to find the right name for the restaurant. So she is holding a contest to see if anyone can hit the right note, and if they do, they will receive a dinner each month at the restaurant for a year. Quite a deal in these times.

Since Tracy doesn’t have a blog (I’ve tried to convince her believe me) I told her we’d post the details here (FYI, she’s not a client). And since this really is turning into a community affair, and the wine was flowing, Paul agreed to take photos of the demo and remodel so we can all see what’s going on (go to changinglaurel.com to see his personal photo/story project).

Here are some particulars to get the ideas flowing, directly from Tracy:

Changes are Underway

We’ve already scraped the floor, demoed the banquettes and purchased the mother of all pizza ovens!

Think of a modern Italian kitchen combined with the history and comfort of an old rustic country barn.

A bit of bohemia, a touch of home and many stories created with found objects new and old. A focus on raw, sustainable material is evident, with much product coming  from recycled/reclaimed local sources.

Cuisine
The culinary focus of our yet to be named “Italian American’ neighborhood restaurant and wine shop will highlight the cuisines of various Italian regions with a distinct California ‘farm to table’ flair for which the Urban Kitchen Group (Kensington Grill, Chive, Laurel, Urban Kitchen Catering) has become known.

Chef Joe Magnanelli (who previously oversaw Laurel’s kitchen) is excited to preview his Italian roots and create a menu that is fresh, simple and seasonal.  Highlights include artisan pizza, pasta, antipasti and other delights.

Menu prices are designed to allow guests to enjoy a more comfortable, wallet-friendly, dining experience with nothing over $20!

Wine Program
Our new list will follow a more aggressive retail pricing program, offering approximately 100 diverse selections all under $50 per bottle. California, Washington, Oregon, Argentina, Chile and of course Italy are among the major wine-producing regions that will be showcased in our program: the wines of the Americas and Italy.

Along with a diverse selection of wines by the glass, guests will be invited to visit our retail area to select a bottle for dinner (nominal corkage fee will apply) or purchase wine to go.

There you have it. Grab a glass of vino and start making your list. Come July, you might be the lucky monthly diner. Send your list to contact@sdurbankitchen.com

Photo Credit: ©2009paulmbowers

UPDATE: Deadline for submissions is this Sunday, May 31st.

Last week, Jon and Indra treated our office to a wine and beer pairing at Taste Cheese in Hillcrest. We were treated to 5 flights of some of the most unique and well-paired beers and cheeses from across the globe. A short presentation preceded each paring with interesting tidbits and facts. You can catch one here – but something is wrong with this picture. Who can name it?

Nobody’s listening. Everyone is twittering.

We love twitter at Bailey Gardiner. We tweet day and night. This cheese and beer class was worthy of a few tweets, indeed. But what happens when you put a lot of twitter-happy people in one room? Attention drifts. I’m not here to throw anyone under the bus, in fact I’m jealous of my colleagues’ twitter-friendly phones and may have done the same myself if I’d had internet. Rather, I’d like to point out, at the expense of my dear coworkers (sorry, and thanks), that twitter should have a set of etiquette rules too. This just seems like the right time to point it out, for the chance that one day it’s not me at the table, and instead it’s a client, a potential business partner…or your mom.

So I offer these tips of twitterquette:

- Consider this: Is your outstanding online network costing you your face-to-face quality time? Try tweeting after the event or on your way to the restroom. Those around you may not know you’re tweeting about their awesome class, and may be offended that you’re so bored you’re checking your email or texting.

- Is everyone else tweeting the same thing? let them have it. Chances are you’re in the same network anyway, so a simple RT after the event will suffice.

- If a small enough venue, let the presenter know in advance if you plan to tweet the whole time to be sure they don’t get offended.

- You wouldn’t attempt to hold a conversation with someone in person while having one on the phone. While many are good at multitasking, the conversation is interrupted when a phone comes out. Just as you would excuse yourself for a quick phone call, excuse yourself for a quick tweet too.

- Don’t stop. Just remember to take those around you into consideration and find the best time to do it.

Do you have other suggestions?

It’s no surprise that every company has a rival that they want to steal customers/consumers from (MySpace & Facebook, McDonalds & Burger King, Nike & Adidas). We’ve all seen it from ads to promotional offers, etc…

Yet, I have not seen two companies “duke it out” so blatantly like Subway & Quiznos have been lately.

Before I get too into their battle, I am going to state upfront that I am a Subway fan and do not like Quiznos (primarily because of the bread and less veggie options). I also eat at Subway at least once a week. Trust me, ask anyone here at the marketing agency in San Diego I work at, they’ll back me up.

Lets recap the recent battle between them:

* Subway launches “$5 footlongs”on any sandwich

* Quiznos launches “$5 regular subs” a few weeks later

A few months later…

* Subway launches  “$5 footlongs” on 8 select sandwiches

* Quiznos launches “$5 regular subs” on select sandwiches

* Quiznos then adds a “drink & side” special to their menu

Another few months later…

* Subway re-launches “$5 footlongs” on any sandwich and $1 drinks and sides with the purchase of any footlong

* Quiznos launches delivery services

* Quiznos launches “$4 Torpedoes” on 5 sandwiches

That is where the battle ends, at least for now. I am going to predict that Subway in the next few months will launch some type of $4 sandwich. I even said a few weeks ago at Subway, watch Quiznos will have some similar promotion in a few weeks, and what do you know, BAMN there it is. I do commend them for at least offering one thing very different from Subway — delivery. Subway, when you going to start offering that too?

All I can say is it has become too predictable with these two companies. Do something different, don’t just copy or do something super similar to your competitor’s promotion(s). Take this opportunity to do something no one would expect to see.

You know what promotion I would love to see. A lot of people, like myself, like to have the footlong last for two meals. The second half usually isn’t near as good as the first since the condiments have sunk in and/or it’s now a day old. So, I propose they still offer the $5 footlong deal. BUT when you go in you can get 6″ of the sandwich now and then come back another time to get the other 6″. If you think about it, this will actually most likely make them more money and not use as much food. How do you ask? Well, this now gives Subway two opportunities to get people to buy additional things (sides, etc..) while they are there. When you go back in for your second 6″ some people might be like, sure I’ll grab some chips and a soda with it and pay the whole $2. Second, some people will forget about their second 6″. Therefore, less food is being used.

Subway or Quiznos, if I see this promotion surface, I’m going to be expecting a little kick back!

What unique promotion would you like to see them do?

And I always thought us creative types looked best in black.

It seems a recent study on color in the workplace would disagree.  In a story from Science Magazine, there seems to be definitive statistics to show that red is the color of detail, and blue is the color of creativity.  Researchers at the University of British Columbia state their findings showed “red groups” doing better on tests of recall and attention to detail, while “blue groups” did better using imagination and creativity.

The researchers deduce that these color associations might be hardwired into our psyches due to links with expected connections.  For example, red is associated with danger and the red ink of mistakes, which cues us to be more attentive and careful.  Blue is associated with the tranquil color of the sky and the ocean, which tend to bring us more open-ended thinking.

Funny how the world’s leaders in color disagree on this subject:

According to paint manufacturer Sherman Williams, “Heat may be counteracted by the use of light blues; high-pitched noises by olive greens; sweet odors by greens and blues; and dampness by yellows and tans.”

Our friends at Pantone say, “Productivity is not about the “formula” color that works every time in every situation. When you seek your own comfort level, use the colors that are suggestive of a theme and utilize them in your workspace. You cannot help but be more productive.”

Even Microsoft Office weighs in on the subject:  “Research has, for instance, led many employers to use a green color scheme in the workplace, as there is evidence to suggest that this results in less absenteeism through illness. At the University of Iowa, Hawkeye Coach Hayden Fry had the locker room used by visiting teams painted pink, on the basis of research that showed pink surroundings have the effect of reducing aggression!”

In advertising, we do know that colors affect some of the way in which viewers of ads respond.  A recent article on this study of color and creativity in the New York Times offers the following:

• Ads emphasizing “avoidance” actions like cavity prevention do better on red backgrounds
• Ads focused on “positive” actions like tooth whitening do better on blue backgrounds
• Restaurant marketers use this knowledge very successfully, and know that yellow urges guests to eat more (hello McDonald’s)

So I guess blue is the new black. Damn — now I have to completely rethink my wardrobe.

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Say I went on a date with a smokin’ hot brand and all it did was talk about itself the whole time. Not only would I never see that brand again, I’d spit in its drink when it wasn’t looking and leave it to foot the bill. That’s because any new relationship between consumer and brand is a two-way street. Your brand has to listen sometimes and let the consumer do the talking from time to time.

It’s understandable for a brand to be excited about itself and all that it can offer its target. But you don’t have to pin me down and tell me every single thing all at once. Be cool. Slip me some tidbits here and there. It’s okay to be a little mysterious. Tell me one thing at a time; then let me do some of the work in getting to know you. I can always go to your website if I want your brand’s life story.

BK’s new Whopper Virgins is a great example of this. The TV commercial tells me absolutely nothing about the whopper aside from the fact that there has been a new taste test. But it peaked my curiosity enough that I went to the website to see what it was all about. It required action from me, but it was action of my own volition. This time spent with the brand is the most rich and meaningful a marketer can hope for.

The tables have turned. It used to be all about the advertiser. Not anymore. The consumer has more power to select what they are subject to than ever. So if you’re looking for a long-term relationship with me, you’d better be cool or I’ll hang out with another brand.

Earlier this week, Jon blogged about Tropicana and the movement of brands towards embraceable personal values.

The blog came a few days too late for me, because on Sunday night, upon entering the orange juice section of Albertson’s, I turned to my wife and exclaimed, “Where the &*$! is the Tropicana?”

Because you see, I’m a youngish male. Even though I do 99% of the food shopping in my household (and in college for that matter) I don’t think I’ve ever seen a Tropicana ad in my life.  I don’t watch Lifetime and TBS on Sunday afternoon, and haven’t picked up a Better Homes and Garden, ever, and apparently males don’t shop enough to be served non-beer advertising.   So, I didn’t know about the Tropicana rebranding.

My first reaction to Tropicana’s new boring packaging was that someone really screwed up badly in the marketing department.  Their new packaging looks like store-bought packaging by the Safeways and Costcos of the world.

I grabbed my OJ and went home.  And then it hit me.

Generic brand packaging is bland and boring.  Because of this, it stands out on the shelves. It says “Hey look at me, I’m the same thing (kinda), but cheaper.”

And this is what I think Tropicana is deftly doing.  Of course they know that the new packaging is sparse, boring, cold and well…generic.  They are considering consumer mindset:  money, money, family, money, money.  At all levels, consumers are opting for a little less taste and a little more coin in their pockets.

Right now, Tropicana looks like the cheaper brand, and people will buy it.  The only problem is that once you become a cheap brand, it takes a long time, and a lot of money, to build that brand back up when the economy returns, and consumer mindset changes.

Is Pepsi mortgaging their future as well?

When your client is Chick-fil-a (a fast-food chain based in Atlanta that serves lots and lots of chicken entrees)…you present a campaign featuring nothing but cows.

Can you imagine the look on that Marketing Director’s face? How about the awkward silence that followed the presentation? Believe it or not, the best campaigns are the ones that are so different, they make you feel uncomfortable. They make you think it could never be done. They aren’t what everyone else is doing. What makes it a great campaign is just that — they are so unconventional that they actually spur a response from the consumer you are trying to reach.

The Chick-fil-a Cows have been in circulation for over a decade. They are a team of cows that joined forces to encourage people to eat chicken rather than beef (aka a hamburger at competitors).  The campaign is genius, differentiating Chick-fil-a from its fast-food rivalries like McDonald’s and Burger King. A truly guerilla effort on the cows’ part, they hold signs that are misspelled and often have local messages. The cows have reached all types of media including TV, outdoor, events and sponsorships.

Hindsight, the campaign seems like a no-brainer. A funny, tongue-in-cheek way to get attention. However, it probably wasn’t that easy from the beginning. There was probably some squirming. Some doubt. Some push back. But lo and behold! Creativity prevailed! Hats off to you Mr. (or Ms.) Marketing Director, for going against the grain. For letting your agency give you a great creative direction that has spanned a decade!

Marketing Director Moral of the Story: Do something different. Albert Einstein’s definition of insanity is doing the same thing over and over and expecting a different response. Can we really expect consumers to respond to us if we keep feeding them the same thing over and over?

Agency Moral of the Story: It is our job to make our clients feel uncomfortable. To make them rethink the way things are done. To make them step outside the norm. It is our job to make consumers pay attention.

As you’ve read here before, we are thrilled to be handling the PR for Setai San Diego, the new 184-room premier luxury hotel located in downtown San Diego’s financial district, which opens next month (Dec. 2008). As Setai San Diego nears completion, the hundreds of design, art and custom-made features are being installed and really bringing the property to life. It is definitely unlike anything San Diego has ever seen and we think it will blow people away.

More pictures to come, but this gives you an idea of a standard room.

Setai San Diego has also just announced its dining and bar partner is Suite & Tender Bar, Lounge and Restaurant.  It will feature the cuisine of James Beard Award-winning Chef Christopher Lee, and will be a softer, more sophisticated take on the typical steakhouse. Suite & Tender is based on a gastro-tourism concept where diners have the chance to create an experience that is completely their own and will focus on choices, not rules. In addition to table-side cocktail service, it will offer a wine selection that gets this Napa Valley native very excited: guests will be able to sample various wines from a distinguished American-focused wine list, and create their own flights, deciding between a sip, a taste or a bottomless glass. Take a guess at which option I’ll be choosing from when dining or hanging in the Lounge…

Seaport Village’s Ben & Jerry’s locations are giving away free ice cream cones on election day from 5-9 p.m. as an “Election Confection” celebration.

In-the-know coworker, Callan let me know that Baskin Robbins was also doing some great work with the elections, so I checked it out. Not only are they doing great work with the elections, but with social media and branding overall. It’s a natural fit; people like to talk about stuff they love, and who doesn’t love ice cream!?

Check out The National Flavor Election Flavor Debate ’08. The Republican “Straight Talk Crunch” flavor vs. the Democratic “Whirl of Change” flavor. If you look to the cold and creamy to make your election decision, it looks like Obama will be running the country thanks to peanut-nougats, chocolate-covered peanut brittle and a caramel ribbon.

More importantly, Baskin Robbins and their Flavor Debate made all the right moves.

• Their Facebook page has 54,996 fans and they’re interacting with the brand through hundreds of wall posts and pictures.
• I took 2 minutes to type “Baskin Robbins” into monitter and people are talking! They weren’t talking casual mentions of BR either. They were talking about the Flavor Debate ’08 – exactly what BR’s smart PR folks wanted them to talk about!
• They’re represented on Flickr
• They’re talked about on Youtube
• They run a twitter account
• They’re saved on delicious
• And – they have a strong Wikipedia page

Ben & Jerry’s isn’t doing so bad themselves. With similar social interaction as Baskin Robbin’s and a heated debate on ice cream’s involvement in politics (2 subjects I never thought I’d combine in one sentence) their Facebook page has 287,819 fans!

So what are you doing to become one of these fine examples of successful social media campaigns?