Don't Mess With a Southern Man's Sausage!

Dear “Consumer Geek-a-Zoids,”

This audio clip apparently has been around for two years; however, I just heard it for the first time last week.  This is how one consumer reacted when Sara Lee reduced the size of its Jimmy Dean sausage from 16 ounces to 12 ounces.

One can appreciate this purely for its comedy value.  Randy is funny when he’s angry.   

However, also listen for the role that personal identity plays here.   Randy is big.  He’s from the South.  And he is a Man (with a capital M).  Big Southern MEN apparently don’t like tiny, little rolls of sausage. 

This guy is mad at Jimmy Dean because they reduced the size of the sausage, sure.  But at a deeper level it is almost as if the brand has turned its back on the values it has traditionally represented -- at least in this consumer's mind.

By the way, Randy curses freely so if you are easily offended, you should sit this one out.