Comfort Food Bringing Comfort to Chicago Bus Shelters

by stephanie ~ December 2, 2008

While I freeze my toes off at my bus stop in the Bronx, some lucky Chicagoans will be quite toasty during their commute.

Beginning today, ten bus shelters in Chi-Town will blast heated air through the end of this month as part of an “experimental advertising” campaign by the Stove Top brand of stuffing, a product of Kraft Foods.  The company’s goal is to give the warm feeling that consumers get when they eat stuffing.

Kraft is hoping that this form of advertising will reach consumers, who are increasingly eating more meals at home.  Because consumers now have a greater ability to ignore (and avoid) traditional advertising, advertisers have to work hard to market their product without necessarily disrupting peoples’ lives. 

To top it off, Kraft plans to give out free samples of a new variety of Stove Top to both commuters and passers-by at the heated bus shelters.

Last year, a similar experimental advertising campaign failed after it was found to be a bit too intrusive.  The California Milk Processor Board placed scent strips on bus shelters in San Francisco, featuring the smell of chocolate chip cookies.  Many people complained about the smell and thought it was not be fair to the homeless who cannot afford milk and cookies.  I think Kraft’s method will be more successful-who doesn’t want to wait in a heated environment?  If any companies would like to advertise and install heaters along Fordham Road bus shelters, I promise I will buy your product.  A lot.  Just throwing it out there…

More Info on the Heated Bus Stops:

The New York Times:  Kraft Takes the Warmth of Home Cooking Outside

Jaunted: Advertisers Heating Up Chicago, We Don’t Mind

CBS2 Chicago: Heated Advertisements Coming to CTA Bus Shelters Downtown

Stephanie Jones is an intern at Mediashop PR.  A student at Fordham University, Stephanie is pursuing a bachelor’s degree in communications and media studies.