How Crisco Toppled Lard – and Made Americans Believers in Industrial Food --
Crisco’s main ingredient, cottonseed oil, had a bad rap. So marketers focused on the ‘purity’ of factory food processing – a successful strategy that other brands would mimic. A century ago, Crisco’s marketers pioneered revolutionary advertising techniques that encouraged consumers not to worry about ingredients and instead to put their trust in reliable brands. It was a successful strategy that other companies would eventually copy.
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