We Go Together Like … What?!

As someone who writes ads and e-blasts for a living, I inspect them more closely than the average bear. I got an e-blast recently from Muzak (the company that produces on-hold messages, retail sound systems, and of course, elevator music) that make me do a double take.

The e-blast starts off with:

   Some things are meant to be together.
   Fried pickles and ranch dressing.
   Football and Sunday afternoon.
   Music and Messaging.

Now imagine the number of people who have ever had fried pickles. Probably not that many (it sounds like a regional delicacy; I think they serve them at Dave's Famous BBQ). Now imagine how many of those eat fried pickles on a regular basis. Probably not that many. And then, out of those fried-pickle-eating folks, how many usually pair them with creamy ranch? We're talking about a small number, but not as tiny as the number of people who would put the combination of fried pickles and ranch above Sundays and football.

Break out the Hidden Valley Ranch!

Huh? Who wrote that? Who edited that? Usually in marketing, you try to reach out to as many people as possible, unless you're chasing a very specific niche. If this is a regional specialty, why is it in an e-blast that’s distributed throughout the country? Peanut butter and jelly is obviously more like football and Sundays in more people's minds. I give Muzak some credit for not picking the most obvious reference, but this one is just too bizarre.

I've never had a fried pickle, it may well be very delicious with ranch (ranch pretty much goes with anything not sweet). Personally, I think pickles cry out to be paired with mustard, but you might expect that guy with a blog called Fancy Mustard.