Ode to the Classic Potato Chip

Trader Joe’s does a fantastic job utilizing its circulars (Trader Joe’s Fearless Flyer) to project a quirky, wholesome and somewhat intellectual brand image. I think this tactic should be studied in Business Schools as a success example on how to reinvent a stale marketing format — the grocery store insipid circular — and turn into a expression of corporate identity and culture. By removing pictures, big prices, and bold sans-serif topographies, the Fearless Flyer become a pleasure to read, and sometimes I find myself reading them con gusto beyond the pure value-hunting.

For instance, see what they have done with their potato chip special of the week:

Ode to the Classic Potato Chip

10 Ounce Bag, $1,99

An ode is a lyric poem, often meant to be sung. One might wonder if a mere potato chip is worthy of such elevated literary reference; such wonder would clearly indicate one hasn’t yet experienced Trader Joe’s Ode to the Classic Potato Chip. These are classic potato chips, plain & simple, a traditional combination of chipping potatoes, oil (sunflower, in this case) and salt. If you have a memory of potato chips from your childhood, it is probably these chips you’re remembering. In fact, these chips were inspired by beach picnics that wouldn’t have been complete without, you guessed it, potato chips. If your childhood is still happening (and we know adults who fit this description), you should be experiencing these Classic Potato Chips, so that you, too, will form memories you can later recall as you snack on, you guessed it, Trader Joe’s Ode to the Classic Potato Chips. (A bit of a bootstrap paradox, we know, but you get the idea).

Almost as memorable and timeless as the chips themselves is our price of $1,99 for each 10 ounce bag. If you’re a fan of the classics, you’ll know that this value is deserving of an ode of its own!