White Castle System, Inc.: Buy 'Em By The Sack campaign
Allison I. PorterOverview
White Castle hamburgers, which had their 75th anniversary in 1996, were essentially unchanged from the original. With the first hamburger to achieve mass popularity and the first fast-food product, White Castle founders had to make up the rules of the industry as they went along. They were the first to advertise using discount coupons, and this and other marketing successes set the path for the competitors that followed.
From the beginning "Buy 'em by the Sack" was a consistent campaign theme for the small hamburgers, and...