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Tuesday, September 17, 2013

Ghirardelli's PR Drops Keep Getting More Random

Posted By on Tue, Sep 17, 2013 at 5:00 PM

click to enlarge At least the brick has a soft cushion to sit on.
  • At least the brick has a soft cushion to sit on.

Companies send us junky promotional materials with their products all the time -- we've received branded wooden spoons, sweatbands, t-shirts, stuffed animals, and more in just the past few months -- but S.F.'s own Ghirardelli has the distinction of sending the most random. A few weeks ago, the chocolate company delivered a brick to the office with a business card attached and no other explanation.

The apparently new, dusty brick didn't make a whole lot more sense two hours later, when a massive bag of chocolate arrived with a press release announcing the company's upcoming chocolate festival. (Ghirardelli Square is made of bricks, and the festival is near Ghirardelli Square, I guess?)

Today the company delivered what can only be described as a miniature red bathmat with an announcement about "rolling out the red carpet" for its new L.A. store.

I'm sure that at some point the marketing department was told to make itself noticed by getting a journalist's attention in creative ways. Here's a tip: A bag of chocolate arriving in the newsroom is a far more positive attention-getter than a series of useless objects I will have to throw away later.

I wonder if the teeny tiny houses of Bernal Heights could use a brick and a carpet sample?

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About The Author

Anna Roth

Anna Roth

Anna Roth is SF Weekly's former Food & Drink Editor and author of West Coast Road Eats: The Best Road Food From San Diego to the Canadian Border.


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