In the world of marketing, Edward Bernays is a legendary figure. Known as the "father of public relations," he was a pioneer in using psychology to influence consumer behavior. And one of his most famous campaigns involved convincing Americans to eat more bacon for breakfast.
In the early 20th century, a light breakfast was the norm in America. Most people had coffee and a roll, maybe some cereal. But Bernays saw an opportunity to promote a heartier breakfast that included bacon and eggs.
To do this, Bernays conducted a survey with the help of a doctor on his PR agency's staff. He asked if a larger meal in the morning would be better for people's health, and the doctor said yes - more energy at the start of the day is a good thing. Bernays then had the doctor write to 5,000 of his closest doctor friends asking if they agreed. More than 4,500 wrote back saying they did.
With this survey in hand, Bernays pitched a story to the media. "4,500 physicians urge Americans to eat heavy breakfasts to improve their health" the newspaper headlines read. Many of them also referenced bacon and eggs as the perfect hearty breakfast.
But what's truly remarkable about Bernays' campaign is the way he used trusted experts to tell his story. Rather than trying to sell or advertise bacon directly, he highlighted a problem for consumers (a light breakfast) and let them find their way to his product as a solution. This is a technique that marketers still use today, and it's a testament to Bernays' genius.
Today, bacon and eggs is an iconic American combo. And thanks to Bernays' campaign, 70 percent of bacon is eaten at breakfast. But his legacy goes beyond just one product. Bernays' use of psychology to influence consumer behavior has had a lasting impact on the marketing industry, and his techniques are still studied and emulated today.
In conclusion, Edward Bernays' campaign to promote bacon for breakfast is a fascinating example of how marketing can shape consumer behavior. By using trusted experts to tell his story and highlighting a problem for consumers, he was able to create a new cultural norm that has endured for over a century. And while the marketing landscape has changed significantly since Bernays' time, his legacy lives on as a pioneer in the field of public relations and a master of persuasive storytelling.
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