It is not known what sparked off this very-public in-store mockery, but Pick n Pay has clearly got something against Tiger Brands and, in particular ‘Enterprise’ – their meat products range. Apparently Pick n Pay reckons that Enterprise Renown “Spreads Ass.” We caught up with Enterprise Foods’ Marketing Executive, Sonja Botha, for comment. Click link for more.
From: Simon Hartley [mailto: email@example.com ]
Sent: 04 February 2011 10:27 AM
To: Natalie Roberts
Subject: Fwd: Enterprise Renown Branding in Pick n Pay
Attached is a pic of some Pick n Pay generated branding of an Enterprise product.
We’d like the appropriate person’s comment on why they believe Pick n Pay may have pursued this negative line of advertising with your products.
From: Sonja Botha
Date: 06 February 2011 4:18:44 PM SAST
Subject: FW: Enterprise Renown Branding in Pick n Pay
I would like to address two matters brought to our attention by means of your correspondence, as I am not sure which one you are referring to:
The use of Enterprise Renown relates to the fact that the manufacturer of Renown Spreads, is indeed Enterprise Foods and in the retailer’s system the product would be listed as “Enterprise Renown Spreads”. This explains why on their in-store promotional material it is displayed as “Enterprise Renown Spreads”
The “ass.” refers to “assortment” – an abbreviation often used in the industry where we have more than one flavour of a particular product. We understand that this is open to interpretation and is most unlikely to have been intentionally negative.
We have however asked PnP to change the signage to “Renown Spreads” or “Renown Spreads assortment”
Thank you very much for bringing the matter to our attention. Should you require any further clarification on the matter, please do not hesitate to contact me.
Marketing Executive: Enterprise Foods
Hmmm… interesting. Although I’m not buying that whole “assortment” excuse.
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