Betty Crocker Podcast
By JULIETTE ROSSANT Jamie Oliver is doing it, so is Emeril, so why not Betty Crocker? All are creating downloadable podcasts of recipes from their books and television shows. Betty's entry is with two shows, Betty Crocker Red Spoon Diaries for Big Red, the colossal, basic cookbook from General Mills that features American cooking at its simplest. The other is targeting young Hispanic Americans who want to cook American food and have picked up the bilingual version of Big Red, Cocina Betty Crocker (click here for previous review). General Mills told the Minneapolis St Paul Business Journal that since their launch in late November, the podcasts have been downloaded more than 10,000 times -- enough traffic to land them in the Top 100 List of food podcasts on Apple iTunes, though they have not broken that number down between the Spanish and English podcasts. It is hard to believe that hip Latinos are downloading podcasts for Swiss Steak and Sloppy Joes when they could be choosing the latest hip-hop song or tango... The Spanish podcast is hosted by General Mills employee Ursula Mejia-Melgar, who shares recipes from the book as well as tips and other ideas in seven- or eight-minute segments. The English version features Heidi Losleben, a cookbook editor for the company, who also has a blog about learning to cook using Big Red (which worked for blogger Julie Powell's now defunct Julie on Julia. Luis Fitch, principal of the U N O advertising agency It makes sense, it's easy, they (General Mills) have the content, they get it translated and do voice over. And they are getting a lot of media attention, but in English. But for un-acculturated and semi-acculturated Hispanics the last thing they want to learn is American food. It isn't part of our culture: we miss our food, novellas, movies. Why would I want to learn to make apple pie when I can go to a supermarket and buy one? I haven't met a Latino who thinks American food is better.He says that young Latino kids with ipods won't be wasting their time downloading recipes. Cooking in Latino households is learned from parents and grandparents, not from cookbooks, and still less from podcasts. Fitch also points out that few General Mills brands exist in Latin countries: Betty Crocker is unknown. The Minneapolis St. Paul Business Journal quotes Kim Walter, director of book and online publishing for General Mills' Equity Enterprises publishing division: Betty Crocker is not just a brand, she's a person. Her persona is so expandable it enables us ... to try these different channels of communication and reach out in different ways.In fact, Betty Crocker is a brand and not a person, and an unknown brand to most Latino consumers. Podcasts are cheap to produce, but who really is going to listen? Spanish language students? Previous articles: The Ethics in Betty Crocker? Syndicated: Superchefblog on Betty Crocker Houston Chronicle Interviews Superchefblog Cocina Betty Crocker: Portent? Technorati Tags: superchefblog, Juliette Rossant, super chef, celebrities, chefs, food, restaurants, cooking, branding, cuisine, blogging, food blogging --> back to superchefblog |