Jamie Richardson remembers the day, a little over a year ago, when one of his colleagues on the marketing team came to him with an idea. White Castle, the burger chain for which Richardson serves as vice president, is a small, family-owned brand. It lacks the mega marketing budget of a Burger King or a McDonald’s. Richardson’s always looking for clever but cost-effective ways to get the brand name out there, and so he listened.
Sources: Hidden Valley Ranch, Heinz, Planters