BBQ Set Favors Ozzy’s Wife and Spider Man

May 23, 2002

In anticipation of the summer barbecue season beginning this weekend, the Integer Group, a marketing agency unit of Omnicom Group Inc., released survey results of favorite barbecue personalities, the economy and world peace as part of its research for clients “to create summer promotions targeted at the al fresco set.”

Ozzy Osbourne’s wife Sharon, cartoon character Homer Simpson and President George W. Bush were most cited by men as people they would choose to have barbecue for them to make it a special occasion. Women preferred “Spider-Man” Tobey Maguire of summer blockbuster fame, followed by actor Tom Cruise and wrestler/actor The Rock. Martha Stewart ranked 14th with men and 12th with women. The main course would be hamburgers, which beat out steak, ribs and hot dogs as the most popular grilling food. Iced tea and potato salad also finished at the top of their categories, according to the marketing agency.

Only 34 percent of the men and eight percent of the women surveyed of the 546 people interviewed by phone and in person in New York, Chicago and Los Angeles acknowledged wearing funny aprons. Of those, 61 percent are optimistic about the economy, while only 19 percent of those who wear plain aprons are as upbeat, reports Integer. Those who wear funny aprons exercise three times more than those who prefer plain aprons. Both groups, at more than 60 percent, were equally pessimistic about world peace.

Moderator Comment: How can retailers create storewide sales opportunities by merchandising to the consumer passion for cooking out?

Unfortunately, this research only helps to support Anne
Robinson. “Americans, you are the weakest link.” About the only thing redeeming
here is that Martha Stewart ranked lower down the list than a cartoon. [George
Anderson – Moderator

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