|Jimmy Dean ... Rock On |
Gives Sara Lee a frosty reception
3. Guarantee and SympathyAs if he were singing a ballad, singer and sausage-entrepreneur Jimmy Dean this week showed a major corporation just how darn angry you can get when your woman up and leaves you.
On Wednesday, Dean -- whose fame derives not only from hits like
So Sara Lee, which bought Dean's company in 1984, can forget about using the "Jimmy Dean Quality Guarantee" used in 1990s ads: "Every Jimmy Dean product meets my highest standards for taste and goodness. And I personally guarantee it."
A Sara Lee spokeswoman says the company had begun phasing out Dean's guarantee in 2003, though the company believes it still has a right to use it. As for why Jimmy Dean might no longer want to guarantee Jimmy Dean products, look to Sara Lee's 2003 decision to end Dean's longstanding consulting agreement with the company. If Dean is not associated with the company, says a spokeswoman for Dean, he doesn't want to be endorsing or guaranteeing its products. Dean says Sara Lee was going after a younger customer; denying that, the spokeswoman says that the company had shifted its marketing focus away from the person Jimmy Dean toward Jimmy Dean products, particularly "value-added products" that "our consumers were desiring." Whatever. All we know is that we'll never be able to listen to Sara Lee's