Food by the Book

We live in a marketing obsessed world. Americans have been immersed in zero sum, winner take all marketing strategies used by the corporate ad execs for decades. With the rise of social media, this has included hateful tactics such as mass marketing and email spamming.

Enter Seth Godin with a new style of marketing based on trust, respect, care and love. His latest book, “This is Marketing: You Can’t Be Seen Until You Learn to See” (Portfolio, 2018) is already a New York Times bestseller after only a month on the charts. Godin flips marketing on its head, claiming that it should not be seen from the traditional perspective of what the company is selling, but rather of change-making and service to others based on customer goals and needs. It’s about changing people for the better with your product or service.

As Godin says, today’s marketing is less about selling a product than it is about helping people become who they want to be. Godin bases his marketing tactics on knowing who his customers are, their hopes and dreams, and then changing company culture if necessary to help them achieve it. This means not marketing to the masses, but to a small base of customers who will be changed by a product, be proud users, and go out and tell their friends. Ultimately, good marketing helps us find products that support our beliefs about ourselves and our world views. It allows the consumer to be the best version of himself and shifts the story he tells himself. “This Is Marketing” is a useful read whether aimed at promoting a church, a product, company, school district, or community.

Yummly, Pinterest, and Facebook all help followers become the cooks they want to be. Just recently on Facebook, Spicy Southern Kitchen featured Butterfinger Lush, a recipe liked by 100,000 viewers. It in turn had been borrowed from Seeded at the Table on Pinterest, which has 19,900 followers. This is an example of Godin’s premise about helping people become the best versions of themselves by giving them what they want, and in turn they tell their friends. Invite your friends to try Butterfinger Lush this holiday season. You will be giving them what they want. Happy holiday eating to all.

Butterfinger Lush

1 package (14.3 ounces) regular Oreo cookies

6 tablespoons unsalted butter, melted

3/4 cup creamy peanut butter

1 cup powdered sugar

8 ounces cream cheese, at room temperature

16 ounces Cool Whip

1 large (5.9 ounces) package instant chocolate pudding mix

2 cups low-fat milk

2 Butterfinger candy bars, chopped

Lightly grease a 13- by 9-inch pan with nonstick spray. Crush Oreos in a blender then transfer to a medium bowl. Mix in the melted butter and toss to coat. Evenly press into the bottom of the pan.

In a medium bowl, combine the peanut butter, powdered sugar and cream cheese until smooth. Use a stand mixer fitted with the paddle attachment, or a wooden spoon or rubber spatula. Fold in half of the Cool Whip, then spread over the Oreo crust.

In another medium bowl, whisk the chocolate pudding mix into the 2 cups of milk. Let stand for 2 minutes to thicken, then evenly spread over the peanut butter cream cheese layer.

Spread the remaining Cool Whip over top then sprinkle with the chopped Butterfinger candy bars. Cover with plastic wrap and refrigerate for at least 1 hour before serving. Keeps in the fridge for a few days, but no longer than 1 week.