Boy, you’re going to carry that weight a (short) time

Article-0-0D776455000005DC-938_468x392It came as no surprise to me that Blair River, the 29-year-old, 575-pound spokesman for the  Heart Attack Grill died last week of '…complications caused by pneumonia.'

I first blogged about the Heart Attack Grill a few years back. At that time, I was simultaneously appalled and attracted by their bald-faced campaign.

I was appalled for all the obvious reasons: The Heart Attack Grill featured dishes such as the Triple Bypass Burger that were served up by waitresses dressed as scantily-clad nurses. They also had multiple stretchers and gurneys on hand and an ambulance waiting in the parking should any patron actually suffer a heart attack. And, The Heart Attack Grill promised free meals to any patron who weighed more than 300 pounds.

Disgusting, yes? But, but it's also as transparent and authentic a marketing campaign as I've ever seen. Unlike so many other organizations, the Heart Attack Grill didn't serve up a set of false promises in its marketing only to disappoint customers with the actual experience. On the contrary, The Heart Attack Grill is THE poster child for properly aligning its brand and marketing messages with what we communications types call the 'end user experience.'

While I may detest everything the Heart Attack Grill stands for, and lament the loss of their 29-year-old spokesman, I applaud their honesty. The branding folks at BP, Toyota and The Catholic Church could learn a thing or two about transparency from the Arizona eatery's diabolically direct messaging. It's as simple and stark as, well, a heart attack.

Tip o' RepMan's hat (and a large order of fries) to Jimmy Moock for suggesting this post topic.

7 thoughts on “Boy, you’re going to carry that weight a (short) time

  1. Pingback: The awful truth | Rep Man

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  3. WOW! You won’t believe this, but I had a cheeseburger for lunch today. What’s more, I did so because I am giving up red meat (and fries) for Lent even though I am no longer a practicing Catholic for many of reasons you bring up here (I still like to test myself from time to time).
    You are right on about the Grill’s honesty in marketing. That’s for sure.

  4. Thanks Book. I was also contemplating ‘An accident waiting to happen’. But A) I didn’t know if it was also a song title and B) the Beatles can do no wrong in my eyes.