Scott Norton Forged a Skadden Arps Legal Letter for Campus PR
Scott Norton · Sir Kensington's: Scott Norton and Mark Ramadan · Oct 23, 2023 · at 28:46
Scott Norton, co-founder of Sir Kensington's, describes a college PR prank at Brown University in 2008 that kept their condiment venture alive before graduation.
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“We used fake letterhead for the law firm Skadden Arps, and we wrote a letter to the Brown Daily Herald, the campus newspaper, accusing them of stealing Sir Kensington's recipe as a way to get the newspaper's attention”
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More from Scott Norton
Norton: Heinz's ketchup dominance will eventually be broken by future entrepreneurs
“My official on the record statement is that it just hasn't been sufficiently challenged yet. So I await the next generation of ketchup entrepreneurs to fulfill the mission that we could not fully fulfill.”
Norton: There had been no innovation in ketchup in 70 years
“There had been no innovation in ketchup in 70 years, and every other category of culture and of food had change, and so really it was, we saw this open space as an invitation to create something.”
Norton: Previous Heinz rivals failed by copying its packaging and positioning
“But every other ketchup out there would copy Heinz, the market leader, on the packaging, the materials, the brand positioning. It looked like a copycat, right? It was Heinz, but less so.”
Norton: Once you give equity to someone, you cannot take it away
“Once you give someone something, you cannot take it away. The experience of having it being taken away is a very difficult emotional experience at that point.”
Norton: Sir Kensington's created the first successful flavored grocery mayonnaises
“And because mayonnaise carries flavors so well, all of a sudden, we were making a sriracha mayo, and we were making a chipotle mayo, and so we really created, in Whole Foods and in grocery stores, the first successful flavored mayonnaises.”