December 18, 2012

Crisp It!

Description: A mesh baking tray
Main Pitch: "Heats and re-heats food to crispy perfection"
Main Offer: $10 for 2 trays
Bonus: Fast Fry Slicer (just pay P&H)
Marketer: Ontel
Producer: Hutton-Miller
Prediction: Unlikely to succeed

I liked this product when I first saw it and thought it had a real shot at success. Then it failed a Web test -- decisively. Then Telebrands tried it on TV, and it also failed.

Notably, the Telebrands creative was done by The Schwartz Grosup, the reigning champions of 'Food DR'. This creative is equally excellent. I particularly liked the rubber tire opening (a dash of on-point humor that's become a signature of this creative team) and the use of sound effects to reinforce the USP. However, it's apparent from the test before that even great creative from a great creative team isn't enough to get DRTV buyers interested in this one.


  1. Great spot. Maybe because it looks like a simple screen, you have your doubts? Maybe it is available at retail, when in fact it is not?

  2. Even questioning the veracity of the JW rankings on the "French" or "Coffee" Press spot? Shocking!