Minnesota Prairie Roots

Writing and photography by Audrey Kletscher Helbling

Yes, I eat ice cream in winter & here’s my new favorite in name & taste January 5, 2018


AS A WORDSMITH, I appreciate creative marketing. And that defines a new line of ice cream sold at Fareway Foods, a Midwest grocer with a store in my community.

Fareway is unique among grocers. The business is closed on Sundays, following the company philosophy that Sunday should be a day of rest and a time for families to be together.

That business value explains the name Cookie Doughn’t Work on Sundays, a cookie dough flavor in the new Fareway Premium Ice Cream made by Blue Bunny. How clever is that doughn’t?

Other names include You Had Me At Cheesecake, Better Choco-late Than Never, my favorite (in taste, that is) Truffle Shuffle Salty Caramel and more. The salty caramel pairs perfectly with apple crisp.

Winter isn’t exactly prime ice cream season in cold Minnesota. But that doesn’t stop me from grabbing a carton of Fareway’s new, since May, branded ice cream. The names got me initially. Kudos, marketing team. But the taste and price have made me a repeat customer.

TELL ME: Have you come across an especially memorable marketing name for a food product? I’d like to hear.

© Copyright 2017 Audrey Kletscher Helbling


Meatesota, Minnesota, whatever August 28, 2014

Filed under: Uncategorized — Audrey Kletscher Helbling @ 6:00 AM
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THE BILLBOARD MESSAGE plays on Minnesota’s tag, “Land of 10,000 lakes.”

Fareway Foods billboard

But it doesn’t work for me, this Fareway Foods sign along Interstate 35 just north of Faribault promoting the grocer’s meat department with “Meatesota, Land of 10,000 steaks.”

I don’t get it. What 10,000 steaks?

The thing is, I really do like Fareway’s meat, although I have yet to try a steak. I am not a big steak eater. But I certainly savor Iowa chops.

If this is the Iowa based company’s effort to cozy up to native Minnesotans like me with a spin on our state’s thousands of lakes theme, then this fails in my marketing book.

But I suppose in theirs it succeeded. After all, I noticed the billboard and now I’m writing about it.

© Copyright 2014 Audrey Kletscher Helbling