In 1953, a company hired a relatively unknown hillbilly band to travel the South to promote its products: flour and corn meal. The company was Martha White, and the band was of course Flatt and Scruggs.
59 years later, a guy walks into the grocery store to get some pizza crust mix. He has a choice between several brands, but chooses Martha White because of their close association with his beloved bluegrass music.
That was one heck of a good marketing decision back in 1953. I hope they teach that in MBA school!
-matt