Laugh If You Want, but Ugly Sweaters Are 2020’s Coolest Holiday Marketing Idea

Some brands can really spin quite a yarn

branded ugly holiday sweaters
Sources: Hidden Valley Ranch, Heinz, Planters

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.

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.