• About
  • Consulting
  • Coaching and Courses
  • Testimonials
  • Blog

Marketing Simplified

Kale, Big Macs, and Pumpkin Oreos

Uncategorized

21 May 2021

Last year a group of researchers from Kellogg School of Management (Chelsea Galoni, Gregory S. Carpenter, and Hayagreeva Rao) set to figure out a mysterious trend. Why during the pandemic were both sales of organic foods and Big Macs surging? Surely, they thought, it should be one or the other… either we should all be fleeing toward the products that make us feel most comfortable (pizza, fries, hot dogs, and Big Macs) or we should all be going on the biggest health kicks ever. A split was just mystifying.

To understand what might be driving the split, these researchers studied past behavior during pandemics and realized that humans responded in two key ways:  Disgust and fear. According to psychologists, fear and disgust are each an emotion that humans seek to resolve immediately, and gaining control is one of the most effective ways to counteract uncomfortable emotions. Gaining control is easily achieved by reverting to familiar territory. My six-year-old eats an apple with her breakfast every day and my four-year-old eats a banana with his. They still remind me of the time I completely ruined their day by presenting blueberries and strawberries as a morning fruit rather than an afternoon snack. Every morning they gain control by making sure I am preparing their respective apple slices and banana.

Here are some examples that show consumers did exactly this during the pandemic:
  • Oreo cookie sales surged, but only the traditional kind. We were too disgusted and afraid to try the special edition mint or pumpkin.
  • People who bought organic foods had always bought them, and did not switch brands… they stuck with the brands and stores to which they had always gone.
  • McDonald’s saw their biggest sales increase since 2013 when they whittled their menu down to their most classic offerings (the ones we’ve known and loved since childhood).

So, what does this mean for your business?

First, make your brand familiar. This is achieved by consistency. The more we hear from someone, the more likely we are to like them and be their friend. The same is true for brands. When soup sales went up during the pandemic, these same researchers found a disproportionate increase in Campbell’s Soup sales. Not surprisingly, this company outspends its competitors on advertising most of the time. We hear from them a lot.

Next, sprinkle innovation into the familiar. When Steve Jobs created the iPhone, he didn’t take our ability to use a phone away… he just added to it. Maybe Nabisco should have made a combo pack with original and pumpkin flavor Oreos to get folks to adopt the pumpkin during such perilous times.

Finally, be careful about the way you use the word “new.” “New inventory” may not be as appealing as “same styles you’ve always loved, with a modern twist” for example. In fact, I bet you’re thinking about how one of your favorite brands does this right now (and you keep running back to them, don’t ya?).

Beyond the pandemic, we can use these lessons learned to strengthen our brands and sales on a regular basis. After all, it’s not only during pandemics that we feel afraid, disgusted, or cognitively dissonant. What if your brand always had enough comfort to match its innovation and new offerings? What if you were constantly asking your customers what makes them most comfortable about your products, services, or programs as well as most satisfied? Have you ever even asked that?

Many of us have not, but it’s never too late to start. After all, the first time I tried kale, I dressed it with ranch… Hidden Valley Ranch… the kind I ate when I was little.

« The Digital Tool that’s Hard to See
Add a Trigger to Generate More Buzz for Your Brand »

Vanessa Errecarte

Hi, I’m Vanessa Errecarte

I am a marketing strategist, lecturer, and consultant, dedicated to taking your knowledge, ideas, products, and businesses from unknown to known.

Recent posts

  • Faces Convert Better
  • The Most Overlooked Piece of Storytelling (and How It Makes You Unforgettable)
  • Do You Know Your Connection Rate?
  • Five Steps to Change How You Persuade
  • Mindless Busyness is a Productive Part of Your Work

Marketing Blog

Faces Convert Better

May 23, 2025 By Vanessa Errecarte Leave a Comment

One of the most common questions I hear from clients is, “Do I really have to show my face?” The short answer is yes. Why? Because the human face consistently outperforms logos, products, and generic visuals when it comes to building trust and making a lasting impression. Marketing research is clear on this:👤 Faces foster … Read More about Faces Convert Better

Testimonials

headshot for Dr Lisa Hornick

“Vanessa changed my life. This is not an exaggeration. I learned more about marketing and brand management from Vanessa in one weekend than I did in YEARS of trying to navigate these subjects on my own. Vanessa has a way of presenting material so that it is easy to understand, effective and immediately actionable. She makes complex concepts simple and accessible. With her many years of experience, she is able to teach real-life lessons that you can implement to launch or improve your business today. Most of all, Vanessa can see your potential and vision sometimes better than you can see it yourself. She truly believes in her students and clients and has a unique way of helping them make their dreams a reality. I did not always think of myself as a thought leader in my industry but Vanessa inspired me to look at my career in new ways. She has helped me bring forth opportunities that I never thought were possible. I am so thankful to have her in my life and forever appreciative of the impact she’s had on both my personal and professional endeavors. Vanessa uses her special gifts to help bring out yours.”

Dr. Lisa Hornick
Optometrist
headshot of Ryan Wilson

“A huge thank you to Vanessa and for her unwavering commitment to shaping leaders of the future. Her knowledge and strategies with personalized thought leadership was the foundation that transformed the way I presented myself and my business. I realized how crucial it is to create a brand that authentically represents you, your values, and your mission. This branding not only impacted my career but shaped the way we position WilsonTech in the market, emphasizing our dedication to excellence, trust, and innovation.”

Ryan Wilson
student and business owner
Heidy Kellison

“Working with Vanessa is like being in your mother’s arms. Seriously. She‘s persistent yet patient, nurturing yet assertive, and accessible while promoting independence. Most impressively, Vanessa knows what she’s talking about. Doing what she says, even when it removes us from our comfort zone, always pays off. You cannot have a better ally for online marketing.”

Heidy Kellison
DOWNTOWNNORCAL
Meaghan Likes

“Before Vanessa, I literally spent thousands of dollars on other marketing courses, and Vanessa’s strategies continue to outperform and exceed my expectations every single time!”

Meaghan Likes
OWNER, BOOKKEEPING ACADEMY ONLINE | CEO, LIKES ACCOUNTANCY COMPANY
Claire Tauzer

“Vanessa helped us realize that we needed to look at marketing one of our new ventures in a whole new way — the opposite of we were doing before. When I followed her approach to create our offer, conversions were downright easy.”

Claire Tauzer
CO-OWNER, TAUZER APIARIES
Bruce Watts

“I like how Vanessa begins with the end in mind. She has you strategically understand your goals, ideal customer, and offer first, then teaches you how all the rest applies. It’s not tied to one thing, but rather, it’s an integrated approach. I would like to create online products for my business and Vanessa really reaffirmed the possibilities. She also highlighted how simple it can be to get them started.”

Bruce Watts
WATTS-WOODLAND AIRPORT
Alison Kent

“Vanessa’s careful nurturing of her clients, her guidance, and her cheerleading have been invaluable to me. The amount of information you get in her workshops and online course is staggering… it includes email marketing, social media, paid traffic, content creation and so on… email marketing was especially valuable for my business. I would recommend her to anyone looking to increase their organization’s online marketing presence.”

Alison Kent
PRINCIPAL, LISTENINK
Lorraine Beaman

“We actually slowed down our marketing plan to keep up with all the new business!

Vanessa has expert knowledge of marketing techniques, but what is really special is the way she helps her clients understand and apply those techniques. She is a great mentor and coach.”

Lorraine Beaman
FOUNDER, INTERVIEW2WORK
headshot of Tracy Fauver

“Vanessa’s strategies have allowed me to significantly outpaced competitors in fundraising revenue generation. But what I really appreciate is her passionate approach, the way she cares about each individual person she works with, their mission, and how it can change the world. Her marketing strategies can’t be found in any textbook but they work significantly better than the ones I find there.”

Tracy Fauver
Executive Director, Davis Community Meals and Housing
More testimonials
What's next

Click here to get started on your Strategy Development Session.

Marketing Simplified on LinkedIn Marketing Simplified on Instagram Email Vanessa Errecarte

Copyright © 2025 · Vanessa Errecarte · Developed by Design Olah |  Privacy + Terms + Cookies  |  Web Design  |  Contact