Why You’re Eating Kale

You can thank the “Queen of Kale” and good marketing

Can We Get A Big ‘Kale yeah’?

Do you remember a time before kale was the darling of the superfoods
movement? If you’re like us, your childhood memories recall the succulent greens decorating the top of your local Pizza Hut salad bar. Recently, claims have been made that Pizza Hut was the largest purchaser of kale in the US before 2012. Company spokespeople cannot confirm this “fact” but can confirm that the chain purchased 14,000 pounds of the fibrous leaves in 2013 alone.

So how did kale go from salad bar decoration to a staple of numerous American restaurants and diets? Creative agency owner Oberson Sinclair just really liked it. After getting her first taste while traveling abroad she decided to start a guerilla marketing campaign on a whim. At the time she was working with a popular restaurant in New York and started her crusade with getting them to place it on the menu. But that wasn’t enough. Sinclair went on to create the American Kale Association to give the veggie more legitimacy. And it worked. People were literally eating it up. From there kale continued to gain popularity, cementing its place in pop culture when Beyoncé wore a kale sweatshirt in her 7/11 music video.

It goes to show why good marketing is worth the investment whether that involves budgeting to hire a marketing expert or taking a DIY approach and allotting your time and creativity appropriately. If it can take something previously thought of as decoration-only and turn it into a staple food of millions, think of what it can do for your products and offerings. If marketing is one thing on your plate that always gets left until the last minute, it’s time to reprioritize, boss. Which is why this week we’ve got all the marketing links to help you #MakeItDo

P.S. Want the TLDR? Check out this TikTok video.

  • Before you copy someone else’s marketing strategy, ask yourself these 3 questions to tell if it’s right for you. (article)

  • Are you practicing internal marketing with your team? Read about the what, why, and how. (article)

  • Email marketing isn’t dead. Learn how Marie Poulin uses ConvertKit to manage and grow her online course business. (article, case study)

  • 71% of US shoppers want to know where your brand stands on the important issues. Learn more about how to holistically approach brand activism. (article)

  • Try something new-to-you like one of these 3 marketing methods. (article)


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What’s Fresh

  • No matter how hard brands and celebs try, the NFT market keeps tanking. (article)

  • Is Alabama poised to become the new techy small business capital? The state recently awarded $4.5 million in grant money to tech based small businesses. (article)

  • Did you make a spelling error? Good news, you’ll be able to edit tweets soon. (article)

  • In truly bizarre marketing news, Starbursts beams TikToks into space to get Gen-Z’s attention. (article)

In this episode, we’re exploring how to make your money work for you with the help of Sarah Becker from Becker Talks Money. She and Emily discuss understanding your enough number, why you need to get comfortable with money, and how to use money to create the business and life you want.

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