O'briens 'Handcut' Irish Sandwiches

Tallspoon

Why do O'briens advertise themselves as O'briens Handcut Irish Sandwiches on Tony Fentons Today FM show. Where is the unique selling point of saying your sandwiches are 'hand cut' and can anybody tell me how 'handcut' sandwiches are any better than the other kinds e.g. machine cut, footcut, haircut etc

Also they say their coffee is 'gourmet' coffee. What is 'gourmet' coffee and is it any better than say Lavazza Italian coffee or Bewleys coffee.

I suspect 'gourmet' means much the same as 'handcut' ....FECK ALL

I feel much better now nurse

20 Times 20 Times

hehe , interesting first post to say the least. Advertisment is anything to get the consumers to think about the product and even discuss it. Thats what we are doing now

leftofcentre

Its essentially positioning, see http://www.amazon.co.uk/exec/obidos/ASIN/0071373586/qid=1140540538/sr=1-2/ref=sr_1_3_2/202-5664433-1451012

Every brand needs to have its own position in the market place, to differentiate it from the competitors.

eg:
Subway - we bake our bread in store
O'Briens - our sandwitchs are made fresh not like those plastic fellas you find in the garage....
McDonalds - it may be crap but its cheap.

etc

grahamor

O'Briens sambo's are ****e anyway.

I'd prefer to eat a 'Hair-cut' sambo from a sewer than a 'Hand-cut' sambo from O'Briens.

Earthhorse

Actually McDonald's sell convenience, not food.

I suppose the USP behind calling them hand cut is that care and attention has been paid to the preparation of the sandwich.

shepthedog

Yep is another USP, it makes people wonder more about the products and make them try it out.. It fulfilled its purpose, it caught your attention and no doubt countless others..
As for what McDonalds sells, better left unanswered.. But they attempting to become cafe/fast food/ healthy food option... Unconvinced it will work but their sheer presence could allow many options..

rsynnott

Sounds nice, but very difficult to call them on it (gourmet, in particular, is practically meaningless).

Cake Fiend

It's marketing blah-blah.

Goodshape

shepthedog wrote:

Yep is another USP

What's USP?

Earthhorse

Unique Selling Point.

MarketingMan

Correct Sico, it is marketing blah blah, (hence being discussed here ) but it works!

Basically the unique selling position is a Brand's way of painting a slightly different picture in the consumer's mind so that they can take ownership of a particular psychological area in a consumers mind. While words like Gourmet & Handcut caould really be used by anyone, O'Briens got there first & these words portray thoughts of high quality, fresh, prepared with care etc.

The real trouble starts when the product or brand itself does not live up to the description! Can you imagine McDonald's trying to get away with "Try our oven baked, homemade Apple Pie" !!!!????

Then you have very clever people like Intel who refuse to let anyone use the word "pentium" in an advert without using the quirky little 4 or 5 bar tune. This way, every time Dell for example, spend a wad on advertising their new super duper PC, Intel are getting free plugs left right & centre, without spending a penny and the consumer gets a picture that if it doesn't have an intel pentium processor then it must be no good!

Its all very subtle, but very effective stuff.

TabulaRasa22

grahamor wrote:

O'Briens sambo's are ****e anyway.

I'd prefer to eat a 'Hair-cut' sambo from a sewer than a 'Hand-cut' sambo from O'Briens.

Savagely overpriced too...