[Editor’s Note: It’s a calculated risk for companies to create campaigns that spoof. For example, our busy staff, late in the afternoon, wasn’t sure whether or not a release from Tillamook County Creamery, the Oregon-based dairy company, was serious. Our previous foray with Tillamook was all business: actor Eva Longoria raising awareness about farming. This new press release, announcing the Partnership for Creamier Ice Cream, seemed legit. The tagline, “Putting the cream back in Ice Cream,” should have tipped us. Yet, doubt resurfaced with a PSA (public service announcements) series. Another apparently serious facet: text smacking of government regulation, rarely a laughing matter. Specifically, how much cream needs to be present in a product that the US Food and Drug Administration (FDA) labels ice cream (those that don’t make it must be labeled ‘frozen dairy dessert’. A line in the material that read “Friends don’t let friends eat frozen dairy dessert” softened what seemed serious). On the other hand, the Partnership even had a president and the release quoted an ice cream scientist, Anna Ingoglia. This had to be serious. Well, not exactly.
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