Driving the other day, I noticed a billboard for Krakus Polish Ham. As ham goes, the Krakus folks have real story to tell regarding the heritage and authenticity of their ham. I know this because, back when I was CCO at Maddock Douglas, we pitched Krakus. I really liked the client, and the pitch seemed to go extremely well. Then, nothing. For several years.
Now, for some reason, Krakus has decided to step up to the advertising plate. I was pleased to see that the billboard was very clean, simple, easy to process, unlike 95 percent of today’s billboards. Five words and the logo. But I was disheartened by that line, functioning as a headline, but also, likely, their new tagline.
This line conveys the same message that they were committed to at the time of the pitch. However, the line they finally went with is unremarkable.
Presented in script, the line is
Krakus. The True Imported Polish Ham.
More of a descriptor than a tagline. The fact it articulates is differentiating, probably the strongest story they can tell. But the tagline is so dang straightforward, and so lacking in personality, beyond, I suppose, earnestness.
I will always believe that, had they gone with the tagline we recommended, that billboard would have been not just significantly more visible and engaging, it would have had the potential to generate a little buzz, which is saying something, considering we’re talking about ham here.
The line I speak of, delievering the same message with a little personality, was:
Krakus Polish Ham. The Real McKoyski.
If you smiled, even a little, even just in your head, you’ve proven my point.