retail news in context, analysis with attitude

Yesterday, MNB took note of stories saying that Wegmans pulled its Alec Baldwin commercials off the air two weeks into a planned three-week, pre-Christmas run, citing complaints that it received from consumers critical of the actor’s highly publicized run-in with American Airlines over a mobile device he would not turn off as the plane readied for take-off.

“We had perhaps a couple of dozen complaints, and we take complaints from our customers seriously,” Wegmans spokesperson Jo Natale said, noting that the company had already decided not to use Baldwin as a spokesman during 2012.

Not so fast.

“Dozens” of people may have objected to Baldwin’s role as a Wegmans pitchman, but the Erie Times-News reports today that Wegmans has had “a change of heart” after it was “inundated” with hundreds of phone calls, emails and Tweets supporting Baldwin’s continued appearance in Wegmans commercials.

As has been well-documented, Baldwin’s personal passion for the retailer came to light when he appeared on “Late Night with David Letterman” and said that he could not get his mother to move out of western New York because she would not leave Wegmans.
KC's View:
Good lesson here about not overreacting to the minor din created by “dozens” of shoppers.