One of Pavone’s clients, D.G. Yuengling & Son, recently celebrated a milestone in its growth. Yuengling was founded in 1829 and is also known as “America’s Oldest Brewery,” but after 2011’s particularly productive fourth quarter, the Pottsville, Pa.-based brewer added another title to its historic resumé: the largest American-owned brewery in the nation.

Thanks to recent expansion into Ohio, Yuengling’s 2011 output increased by nearly 17 percent to reach 2.5 million barrels, which catapulted the company to the top American-owned brewer spot. In the process, Yuengling edged out Boston Beer Company (the maker of Samuel Adams), which grew by “only” 8 percent to 2.4 million barrels. Those aren’t bad numbers, considering that Yuengling is only distributed in 14 states and U.S. beer shipments as a whole fell by 1.4 percent in 2011.

Of course, the reason Yuengling and Boston Beer Company could rise to the top of the American-owned list in the first place is because former American-owned brewing behemoths like Anheuser-Busch and MillerCoors were recently purchased by foreign interests. Still, snagging the “largest” title is a great accomplishment, even if the humble, hometown-proud brand has no plans to tout the fact in its marketing anytime soon.

On the other hand, Dick Yuengling (above) will make a point of reminding you that the company his great-great-grandfather founded nearly two centuries ago is still family-owned and operated.

Family ownership isn’t as rare as you may think. Around one-third of all companies in the S&P 500 index boast family ties, and the impact on the bottom line is clear. A Texas A&M University study found that family-owned businesses consistently outperform nonfamily-owned companies in revenue and employment growth. The reasons? Family businesses are more stable, have a longer-term investment outlook, and they inspire more trust and commitment from employees.

Those are precisely the reasons why the following companies rank among some of the nation’s largest family-owned food and beverage brands, as reported by Family Business Magazine:

Wal-Mart Stores, Inc.

Family-owned rank: 1
Owned by: Walton family
Product: Discount retail chain
Revenues: $421 billion

Mars, Inc.

Family-owned rank: 10
Owned by: Mars family
Product: Candy
Revenues: $30 billion

Tyson Foods, Inc.

Family-owned rank: 11
Owned by: Tyson family
Product: Chicken and other processed foods
Revenues: $28.4 billion

Publix Super Markets, Inc.

Family-owned rank: 12
Owned by: Jenkins family
Product: Supermarkets
Revenues: $25.3 billion

The J.M. Smucker Co.

Family-owned rank: 54
Owned by: Smucker family
Product: Jellies, jams and other food products
Revenues: $4.8 billion

By a show of hands, whose brands have participated in a cross-promotional effort in the past few years? Who’s at least seriously considered a cross-promo recently? Here’s hoping almost everyone raised their hand in response to at least one of those questions, because cross-promotions – when two brands come together in a mutually beneficial tie-in – are a hot marketing tactic that’s only getting hotter.

Some food and beverage brands are doing it well. Examples include the Taco Bell pairing that created a taco shell made from Doritos tortilla chips, or the immensely successful mash-up between T.G.I. Friday’s and with Jack Daniel’s brand of marinades and dipping sauces.

To help more brands follow in the foot steps of Taco Bell and other shrewd marketers, we came up with the Six Commandments of Food and Beverage Cross-Promotions. Read them. Heed them. Pass them along.

The Six Commandments of Food & Beverage
Cross-Promotions

• I. Thou shalt cross-promote only with brands that are a natural fit.
• II. Thou shalt each bring different resources to the relationship.
• III. Thou shalt cross-promote only if the whole is greater than the sum of both brands’ parts.
• IV. Thou shalt not cross-promote with brands whose target audiences are not among thine own.
• V. Thou shalt cross-promote with another brand only if the relationship is mutually beneficial. (I.E., The answer to “What’s in it for me?” shalt be clear.)
• VI. Thou shall invest in the marketing of the cross-promotion beyond call-outs on packaging and the occasional Facebook post.

Plenty of goods in the grocery aisle already tout their cardiovascular benefits. Quaker Oatmeal features its cholesterol-lowering pitch on the front of its package inside a big red heart. Cheerios makes a similar claim and offers up its cereal in a heart-shaped bowl. Funny thing is, the foods that pack the most heart health benefits are the least likely to advertise it.

Oranges, kale, garlic, lentils and almonds are all regulars on lists of the heart-healthiest foods. Those are mostly unpackaged goods, which makes it understandably hard for manufacturers to make on-pack heart-health claims. Regardless, there are some packaged goods on lists of heart-friendly foods. Items like red wine, dark chocolate and sardines all come highly recommended and, while any of them could add a heart-healthy message to their packages, none of them actually do.

Why are these cardio champs so humble? Perhaps it’s because consumers have much bigger reasons for buying those particular foods, and health benefits are relatively low on the “why buy” list. After all, if you’re not already a sardine lover, you’re probably not going to peel open a can just to reap the reported health benefits. Dark chocolate, on the other hand …

Last year, we reported that the average person spent $116 on Valentine’s Day merchandise, an 11 percent increase over the previous year. The news is even better in 2012. According to the National Retail Federation, spending has increased again, this time to a 10-year high of $126 per person.

The NRF even takes a look at just who will be on the receiving end of that generosity. According to the survey, $74.12 of that total will be spent on spouses or significant others; $25.25 will buy gifts for children, parents or other family members; $6.92 will go toward friends; and the remaining $4.52 will be spent on pets. (Yes, pets.)

The NRF also reveals that $3.5 billion will be lavished on “a special evening out” (which we can only assume includes a nice dinner), while $1.5 billion will be spent on candy. No word on how many people will spend that special evening out with their pets.

Speaking of special evenings, Valentine’s Day falls on a Tuesday, which, like last year’s Monday holiday, offers a much needed bump in traffic early in the week for restaurant owners. Google Trends offers a glimpse into how prevalent the dining-out trend is on Valentine’s Day. Last year’s trends revealed eight restaurants in the top 20 searches on Valentine’s Day, but this year’s news isn’t as good. As of 3 p.m. today, the only food-related search in the top 20 Google searches was about chocolate covered strawberries (at #4 below). Hopefully that just means people are better at planning this year, and made their dinner plans days ago.

It’s February, which means love is in the air, and not just for couples. Marketers have been encroaching on Cupid’s game for years, but two recent food and beverage-related sweetheart deals have caught our eye and stolen our hearts with menu items designed to help guys (and gals) pop the question this Valentine’s Day.

• Cupcakes Gourmet, a self-described “couture cupcake shop” on the outskirts of Philadelphia, is offering a red velvet cupcake with an eye-popping 8 carat diamond ring on top (above). The price tag is $55,000, which is 15% less than the normal price charged by the jeweler partnering with the shop. Said the shop’s pastry chef, “A diamond is worth a thousand words, but with a cupcake, it’s worth more.”

• For couples who prefer their proposals with extra cheese, Pizza Hut is offering its new $10 dinner box with a special upgrade: a ruby engagement ring. The limited-time deal (only 10 packages are available through February 14) costs $10,010 and includes limo service, flowers, a fireworks show, a photographer and a videographer. The latter two will come in handy for capturing that priceless look on her face when she realizes you proposed with a ruby engagement ring and you also  forgot the pepperoni.

Are these offers really just gimmicks? Sure, but people are talking about them online and off. So even if no one shells out $55,000 for a diamond-ring cupcake or 10 grand for the world’s most expensive pizza, these menu items are still worth their weight in gold when it comes to generating buzz for the brands behind them.

Enjoy a brief preview of our 2012 consumer trends reports (one speaks to food and beverage marketers, and the other to marketers of beer, wine and spirits):

CONSUMER TRENDS FOR FOOD AND BEVERAGE MARKETERS

• “No Nonsense” – Consumers’ frustration with complicated labels and confusing ingredient lists will lead to simpler labels and increased transparency.

• “The New Luxury” – As all-natural, pure, and organic continue to increase in popularity and price, consumers are beginning to rethink their definition of luxury.

• “The Mobile Feast” – Innovations in smartphones and tablets, coupled with accelerated consumer usage, will usher in a new breed of cashless convenience.
• “Two Breakfasts” – On-the-go lifestyles demand an early morning jump-start and a midmorning encore. But will Americans really find time for two breakfasts?

• “Channel Agnostic” – Store loyalty might soon become a thing of the past, once consumers realize the benefits of multichannel shopping.

CONSUMER TRENDS FOR ALCOHOLIC BEVERAGE MARKETERS

• “Fewer Sweets” – Sweet drinks like Appletinis are still around, but the opinion leaders will be downing drier drinks with little or no sugar.

• “Blurred Categories” – Bartenders and consumers are developing a taste for drinks that combine wine, beer and spirits.

• “The Digital Revolution” – An explosion in mobile means of choosing, locating and paying for drinks will change the way Americans think about alcoholic beverages.

• “Manly Drinks” – These drinks, in all categories, are no-nonsense, grown-up and definitely not silly.

• “Better for You” – While no one will market alcohol as a “health drink,” consumers are open to “better for you” drink options that include super fruits, pedigreed grains and gourmet bitters.

If you’d like to schedule a personalized presentation of our beverage trends report or the food trends report (or both, either in-person or via webinar), contact Pavone’s director of business solutions, Mary Lorson, at mlorson@pavone.net.

Plus, if you’d like to check out our 2011 trends, which are still plenty relevant (and probably will be for several years), you can request a copy of that report on Pavone’s website.

But all that social media hype and viral buzz boils down to one thing (at least for us): How did the ads do in our polls? Dim the lights – here are the results.

Votes poured in from ad fans in all 50 states, and with the count now in, the winner of Pavone’s SpotBowl IX is … (impossibly long pause for dramatic effect) … MetLife! Their fourth quarter spot, titled “Peanuts,” edged out the competition to claim the SpotBowl IX title.

Listed below are the food and beverage spots that aired during last night’s big game, listed in order of their SpotBowl ranking, along with our very brief opinion of the ad. For complete rankings, videos and more, visit the SpotBowl website.

DORITOS – “Bribe”

Spot synopsis: A dog bribes a man to keep quiet about a cat’s disappearance.

SpotBowl ranking: 3

Our thoughts: Typical Doritos formula – A little twisted, but very funny. This fan-made spot finished on top in USA Today’s rankings, earning the creator a $1 million bonus.

BUD LIGHT – “Rescue Dog”

Spot synopsis: Weego the rescue dog fetches beers on command.

SpotBowl ranking: 4

Our thoughts: This was the lone standout in an otherwise forgettable Anheuser-Busch ad lineup. Extra kudos to Bud for the “Help Rescue Dogs” plug at the end.

MARS/M&M’s – “Ms. Brown”

Spot synopsis: The red M&M strips down at a party. Ms. Brown is introduced for the first time.

SpotBowl ranking: 5

Our thoughts: The M&M characters are a treasure trove of marketing material for Mars. Plus it’s about time they added another female character to the mix.

DORITOS – “Slingshot”

Spot synopsis: A grandma and a baby concoct a plan to steal some Doritos from a greedy boy.

SpotBowl ranking: 6

Our thoughts: Not our favorite spot of the Dorito’s fan-made ad finalists, but they’re all great, so that’s not such a bad thing.

DANNON – “Head Butt”

Spot synopsis: A playful game while eating yogurt turns violent when a woman head-butts her mate (John Stamos).

SpotBowl ranking: 15

Our thoughts: A little romance, a little violence, and a big celebrity. Easily one of the best food and beverage spots of the game.

PEPSI – “King’s Court”

Spot synopsis: X FACTOR winner Melanie Amaro sings “RESPECT” in front of a royal court of rock titans that includes King Elton John.

SpotBowl ranking: 18

Our thoughts: Even though most people were unaware of who Melanie Amaro was, thanks to supporting roles from other big name celebrities, Pepsi outdueled Coke to win the Cola Wars this year.

COCA-COLA – “The Catch”

Spot synopsis: The brand’s iconic polar bears watch the game. When one bear is tossed a Coke, he juggles it before making the catch.

SpotBowl ranking: 22

Our thoughts: This spot received the most pre-game buzz of any food and beverage spot, but the concept, although backed by a brilliant digital marketing campaign, didn’t live up to the hype.

BUDWEISER – “Return of the King”

Spot synopsis: Onlookers cheer as the Budweiser Clydesdales deliver the first cases of beer at the end of Prohibition.

SpotBowl ranking: 24

Our thoughts: Unlike past Clydesdale spots, this one places less on the horses and more emphasis on the brand. Judging by the underwhelming response, Budweiser should heed the old adage, “If it ain’t broke, don’t fix it.”

BUDWEISER – “Eternal Optimism”

Spot synopsis: People celebrate the end of World War II, the moon landing, and other historic events with Budweiser.

SpotBowl ranking: 25

Our thoughts: Great soundtrack and a fun concept, but the product got a little lost in the shuffle.

COCA-COLA – “Refreshment” & “Roar”

Spot synopsis: In “Refreshment,” a polar bears gives the other a Coke. In “Roar,” a polar bear roars his displeasure at the current score of the game.

SpotBowl ranking: 27 and 32

Our thoughts: We’re lumping these two spots together because they’re basically the same – kind of forgettable.

PEPSI – “Winning Customer”

Spot synopsis: A Coke Zero deliveryman tries to hide his love of Pepsi Max, which gets difficult when he’s named the store’s winning customer and Regis Philbin returns to host the celebration.

SpotBowl ranking: 28

Our thoughts: We’re a fan of the “Coke Zero guy who loves Pepsi Max” campaign, but this one didn’t bring anything new to the table.

BUD LIGHT – “Wrong Halftime”

Spot synopsis: Viewers are encouraged to use the app, Shazam. The musical act, LMFAO, ends up at the wrong halftime show.

SpotBowl ranking: 36

Our thoughts: Meh.

BUD LIGHT PLATINUM – “Work”

Spot synopsis: A look inside Bud Light Platinum’s role in the workplace.

SpotBowl ranking: 43

Our thoughts: This spot didn’t tell a story, didn’t entertain, and didn’t reveal what was so special about Anheuser-Busch’s new beer. In other words, it didn’t work at all.

BUD LIGHT PLATINUM– “Factory”

Spot synopsis: The process of creating something truly Platinum is revealed.

SpotBowl ranking: 46

Our thoughts: See “Work” review above.

More and more Americans are cooking at home, and they’ve gotten pretty good at it. But they don’t necessarily want to do it all. Rather than throw in the towel and make dinner from a box, at-home chefs are still putting effort into meal preparation, but they’re also taking shortcuts – gourmet shortcuts – as a way to save time without sacrificing quality.

“Gourmet Shortcuts” is one of the key behaviors Pavone identified in its 2011 consumer trends report, and it’s the first of those five trends to be featured here on the blog.

WHO’S DOING IT?

Gourmet shortcuts aren’t for cooking novices or people who are starved for time. This approach to cooking is for people who have time and experience, but are seeking a little help with the finer points (and, in some cases, are willing to pay handsomely for it). Those open to taking gourmet shortcuts strive to create restaurant-quality meals at home, but know that it’s easy to get overwhelmed in the process.

HOW ARE THEY DOING IT?

• Williams-Sonoma is tapping into gourmet shortcuts by offering a wide variety of gourmet-quality (and gourmet-priced) ingredients, including jars of cider bourbon roasting glaze, cherry pie & cobbler filling, and a fried chicken kit.

• McCormick’s “Recipe Inspirations” line of premeasured spices (six spices per pack) was developed to help experienced cooks take it to the next level and create exotic dishes like chicken tikka masala, Tuscan chicken stew, and quesadilla casserole (recipe card included).

• Home canning is on the rise, and thanks to its line of premixed seasoning packets, Ball is making it easier than ever to turn out quality canned goods at home.

• Even restaurants are helping people recreate restaurant quality meals at home. Bob Evans, Legal Sea Foods, and Cracker Barrel all offer groceries and meats for at-home preparation.

WHAT CAN YOU DO TO MARKET TO THIS GROUP?

• Remember that this trend is about helping accomplished cooks reach new heights. Don’t talk down to them.

• Cooking for this group is an event. Don’t skip product intros or recipe development just because they’re intimidating or take more than 30 minutes.

Experienced cooks want guidance from recognized authorities. Offer this guidance, and think about how your brand fits into this new category.

We’re adapting that entry for publication here, with a few changes in tone, but keeping the same rankings. The good news: Not all of the overrated spots are food and beverage ads. The bad news: Three out of five of them are.

Pavone’s SpotBowl team analyzed 47 years of ad footage and countless “Best Super Bowl Ads” compilations to arrive at the following list of the five most overrated Super Bowl spots of all time. Mind you, these aren’t the worst ads that ever aired in the big game. In fact, some of them are pretty good. But just like Dom Perignon, Girl Scout Cookies and expensive coffee, these ads get way more hype than they deserve.

5. BUDWEISER – “Whassup” (2000)

It’s hard to believe it’s been 12 years since Anheuser-Busch unleashed this ad on America’s pop culture psyche. In theory, it’s a great spot, with many of the ingredients of an effective commercial: It had laughs, it was memorable, and its titular catchphrase soon became the greeting of choice for white guys everywhere. But it’s overrated, because what started as one of the funniest ads of the new millennium soon became one of the most annoying ads of the new millennium.

4. E*TRADE – Any talking baby ad (2008-2011)

When the E*TRADE talking baby made his diapered debut in 2008, viewers instantly fell in love with him. It wasn’t because we’d never seen a talking, wisecracking baby before (remember “Baby Bob?”), but because we’d never seen one that didn’t look creepy and weird. The only problem is, the E*TRADE baby is creepy and weird. And like any trick kids do, it stops being cute after the 47th time you see it. In other words, the E*TRADE baby is an ad gimmick that’s stayed up way past its bedtime.

3. MCDONALD’S – “Jordan vs. Bird” (aka “The Showdown”) (1993)

It’s not easy to call this ad overrated because it was actually pretty good. Michael Jordan and Larry Bird facing off in a can’t-miss trick shot contest? Heck, yeah! A Big Mac as the prize? Sign me up! Catchphrases that are still repeated today? Nothin’ but net, baby! But it’s still overrated, and not because the shots were too unbelievable (MJ really could score one from the top of the Sears Tower). It’s overrated because of something even more unbelievable: In a real shootout, Larry Bird would have beaten Jordan long before the Big Mac got cold.

2. APPLE – “1984” (1984)

This commercial is the “Citizen Kane” of Super Bowl ads – created by a big-shot Hollywood director, endlessly analyzed by students of his technique, and rated number one on a lot of lists, but only because so-called experts can’t help gushing over it. True, like Orson Welles’ 1941 masterpiece, Apple’s epic completely redefined the craft and ushered in a new era for its medium, but have you watched “Citizen Kane” lately? Don’t. Just watch Apple’s “1984” and you’ll feel the same way afterward – happy that you can check it off your “must see” list, but mostly confused, somewhat underwhelmed and a little bored.

1. ANHEUSER-BUSCH – Any spot with the Clydesdale horses (1986–present)

It’s become an American tradition. Every year, Budweiser trots out its iconic Clydesdale horses for at least one 60-second ad during the Super Bowl. Everyone gets goose bumps. Sometimes people clap. There may even be an “Awwww” moment. Since 1986, when the Clydesdales made their big-game debut, we’ve seen them pulling carts in all sorts of scenarios. But it was a post-9/11 spot in which the Clydesdales took a knee while overlooking lower Manhattan that solidified the horses’ position as an annual fixture on our patriotic radar.

That’s the good news. The bad news is that their shtick is wearing thin, and – the kiss of death for any commercial series – their formula has become predictable, which is what lands this overrated ad series at the top of our list. It’s okay, though. Anyone who remembers the eight-year embarrassment known as Bud Bowl realizes that Budweiser has trotted down this road before.

It’s been nearly two weeks since Paula Deen appeared on The Today Show and announced that she’d been diagnosed with Type 2 diabetes. It was not good news for a woman whose recipes are notoriously high in fat and calories. Adding fuel to the fire, Deen also revealed that she’d learned of the diagnosis three years ago and that she recently accepted a $6 million payday to become the spokesperson for a diabetes drug, Victoza.

Like many people on this issue, we’re split when it comes to which side we’re on. With that in mind, below is a pro-Paula and anti-Paula stance from two of Pavone’s most outspoken foodies. Weigh in with a comment to tell us which side you agree with.

Missed opportunities and teachable moments

Anti-Paula opinion by Pavone Senior PR Strategist, Kristen Jenkins

It’s no surprise that Paula Deen has diabetes. This is a woman whose “Baked French Toast Casserole” calls for two cups of half and half and a half-pound of butter. What’s surprising is that she fails to acknowledge, like it or not, that America’s food personalities should be held to a higher standard when it comes to the lessons they teach – especially when those lessons cross over into their personal lives.

Her questionable endorsement deal aside, Deen’s response to the criticism in the wake of her diabetes revelation is the culinary equivalent of undercooked pork. Instead of acknowledging the drawbacks of her signature southern diet and using her diagnosis as a chance to make some positive changes for herself and her fans, Deen brushed off the criticism with comments like “I’m your cook, not your doctor” (on the Today Show) and “I am who I am” (to the Associated Press).

In short, Paula Deen missed an opportunity to turn a personal struggle into a teachable moment about an issue America sorely needs a lesson in.

Sticking up for America’s mom

Pro-Paula opinion by Pavone Senior PR Strategist, Dave Shoffner

I had the privilege of meeting and interviewing Paula Deen during her appearance last year at the Central Pennsylvania Food Bank. She is a humble, witty, and charming figure with an addictive energy and larger-than-life personality. The kind of woman you want to bear hug and let cook you a dinner you know isn’t good for you, but is too good to even consider turning down. In other words, Paula Deen is America’s mom.

I understand the backlash about Paula’s deal as the spokesperson for a diabetes drug. Even I’ll admit that that’s a little over the line, but the diabetes diagnosis is her business and her business alone. And anyone who thinks Paula Deen is single-handedly responsible for America’s health woes is grossly overestimating the reach and impact of Paula Deen.

Besides, did anyone really think that recipes like her “Lady’s Brunch Burger” (a bacon cheeseburger served between two glazed doughnuts) was good for you? Sure, her recent “everything in moderation” lesson is a little late, but it’s a lesson we were all well aware of long before Paula Deen introduced us to the joys of indulgent southern cooking.