Meeting market without mangling message

08/01/2012

An Australian priest is asking for crosses to be removed from hot cross buns  which are on sale in supermarkets already –  13 weeks before Easter.

Burnie priest Father Tony Kennedy said hot cross buns were originally eaten on Good Friday to remind people of the day Jesus died on the cross but they had lost much of their religious significance.

Lost much of their significance? I’d say they’ve lost all significance and have merely become another seasonal food item sold well out of season.

Meanwhile, Coles media spokesman Jon Church said it was up to Coles customers to decide how they would mark religious holidays.

“We put the cross on our buns because that’s how they like them,” he said. The buns went on sale early because customers wanted it.

If customers like a cross why give it to them for only 13 weeks before Easter, why not give them crosses for the other 39 weeks as well?

Has the supermarket asked customers if they want the cross or if it’s just that the cross identifies a type of bun they want?

Has the supermarket tried selling the buns made to that recipe without the cross?  That way they could meet the market without mangling the message of Easter.

Hot crossless buns might be just as popular.

They might be even more popular because they’d sell to people like me who react against all these desperate attempts to  get customers to buy more by ignoring them completely.


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