When Ann Romney appeared on the Rachel Ray show this week, it was, of course, designed to make middle American women forget that the Romney family has a multi-million dollar income and that the political policies of the Republican presidential candidate are oriented towards the interests of other multi-millionaires like himself. Is there a better way to fabricate an everyman image than by showing the First Lady wannabe pushing an industrial sized shopping cart and buying spinach in bulk at Costco (COST)?
Surely it helped Rachel Ray's ratings to have Ann Romney as a guest in the middle of a hotly contested political campaign. Surely the Romney campaign gained some sympathy votes from undecided females who could be swayed by Ann's charm and unfortunate medical history. But surely the biggest winner that emerged from this political positioning ploy was Costco.
Ann Romney shopping at Costco (and with a household budget of more than $20 million a year, it's hard to believe that she actually does), is the type of free celebrity endorsement that any retail chain would love to have, but rarely ever receives. The ironic thing is that the Costco co-founder and retired CEO James Sinegal has publicly endorsed the re-election of Barack Obama. I wonder why Ann Romney wasn't walking the aisles of an openly Republican-leaning Wal-Mart (WMT) instead?
I just happened to see another enviable example of free publicity for Costco yesterday while... click to read the complete story >>