Merry Christmas! If you are blessed to wake up with small children in your home, you know the joy and magic of Christmas morning: the squeals of delight, the sense of wonder, the warmth of family.

Despite all the good feelings that the holiday brings out, we can’t deny that Christmas is big business. The power of marketing has turned a religious observance into a massive gift-a-palooza and one day into an entire season. Holiday store displays and online promos now kick off well before the kids say “Trick or Treat.”

It’s no surprise that savvy marketing helped shape the season’s most beloved secular symbol. St. Nicholas was a real person in the fourth century known for his kindness and charitable giving, but it was a 1931 Coca-Cola advertising campaign that first gave us today’s classic Santa figure. Illustrations for the Coke ads based on Clement Clarke Moore’s description of Santa Claus in his 1822 poem “’Twas the Night before Christmas” led to the now-iconic images of the jolly, plump older man with the snowy white beard.

More recently, another character entered the holiday scene and attempted to steal the spotlight (literally) from Santa: The Grinch. He’s also a great example of brilliant marketing. What started out as a simple story about the commercialization of Christmas from the incredible imagination of Dr. Seuss has generated millions at the box office (a new Grinch movie is in theaters now).

So what can the meat industry learn from these two characters who have both become woven into our holiday tapestry?

Santa is easy to love, of course -- he’s the good guy that brings the presents! He’s comfortable, well-known, tried and true. And if we are honest with ourselves, we in the meat industry are all about staying in our comfort zone.

The Grinch is a little trickier. He’s risky, conniving, and takes chances. He’s out on the edge, for sure. He hijacks Christmas morning and Santa’s good work in a big way. You know what he is – he’s a disruptor! But he also teaches us an important lesson that he learned himself: The Grinch shows us that progress doesn’t happen without being willing to rethink your plan. The Whos down in Whoville didn’t change their tune; it was The Grinch who had to adapt.

Today’s consumers force us to take risks, be a little edgier and step into the unknown. I can’t promise that our hearts “will grow three times bigger,” but there are rewards to be had when we do.

So, as we prepare for the new year, consider what you can learn from Santa and The Grinch then apply it to your marketing efforts in 2019.

Merry Christmas everyone!

Lessons for the meat industry from Santa Claus and The Grinch

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