As I was leaving the station, Steve Kraske, producer Stephen Steigman, Mary and I chatted for a couple of minutes and it occurred to me that the closest Trader Joe's gets to what we in the ad business call 'brand advertising' is the radio ads the company runs in some markets.
Trader Joe's says that it carefully chooses radio stations that emphasize news, talk, classical and jazz music -- stations that appeal to customers with better-than-average educations. That made me wonder, why doesn't Trader Joe's sponsor NPR programs? NPR delivers that demographic/psychographic profile in spades.
If you're an NPR listener, and have heard local programming sponsored by Trader Joe's, please let me know when and where.