Notes

[alt text]

Cartoon image of a small man with a mustache and chef hat & apron, holding a spoon with a smile on his face, the chef hat has a capital M on it 

Below the main title is a real image of stuffed clams in a box with dividers alongside another image with the front of the packaging which states, ‘Matlaw’s New England Style Stuffed Clams Fully Prepared ON THE HALF SHELL’

[transcription]

#Matlaw’s FROZEN NEW ENGLAND STYLE stuffed clams ON THE HALF SHELL 

##INSITUTIONAL PACK

###CONSUMER PACKAGE 

This tatsy appetizer for Retail and Institutional Trade could be making big profts for you too. Here’s why it’s such a coast-to-coast best seller already… 

• Packaged in natural shell… keeps aroma, flavor, and eye appeal 

• Different taste… Olde New England… and not the usual spicy Italian 

[additional notes]

Themes: packaging, classical cuisine, traditional preparing, authenticity, convenience

• easy to store the food 

• helps the consumer be able to open package easily 

• appeals to the comfortability of home cooked meals: present in previous trade journals 

• prying upon a particular style of fish foods 

• trusting flavors

• convencience for the home 

• Consumer package allows easy accessbility: directions/fully prepared/ heat and serve 

• the least amount of preparation: less home-cooked meals, reliance upon the indusry doing the work for ‘home-cooked’ food

What does packaged in natural shell mean? the stuffed clams is sold in its original protective layer and not processed 

• not truly processes 

• the shell is the barrier against food damage

• Can this allude to natural packaging versus artifical packaging?

• What does this mean agains the other ads which preserve flavor with more harsh packages?

What kind of packaging does the company use?

seems like a cardboard box? 

• does this lean towards the step of biodegradability?

- part of the snack craze: sold as an ‘appetizer’ not a full meal 

What’s the difference between Olde New England and spicy Italian? 

• more classic item that reminisces New England foods, quality seafood versus bold Italian 

[Karlene Rodriguez]