Forbes published F&B Leader Louis Biscotti’s latest column on the strategy of linking brands to holidays.
By Louis Biscotti, Food and Beverage Services Leader
Just Born Quality Confections found a not-forgotten, but still hungry, holiday to hook its brand to. It built Peeps into big business, in part by tapping into the role of rabbits in celebrating Easter. Peeps’ marshmallow chicks and bunnies, the company says, are the “number one non-chocolate Easter candy brand.”