Paula Deen - A Thousand Butter Wrappers Couldn't Save Paula Deen's Profits

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Paula Deen is in a bad spot. After her N-word controversy, apologies haven’t seemed to work and neither has Deen’s tearful interview on the Today Show – the sponsors are still abandoning ship, aka pulling out of endorsement deals and taking Paula’s merchandise off the shelves. After Home Depot, Target, and QVC pulled Deen’s brand of cookware off the shelves yesterday, today Sears Holdings – owner of store chains Sears and K-mart - have followed suit. Company reps stated for TMZ: "After careful consideration of all available information, we have made the decision to phase out all products tied to [Paula Deen's] brand."

Paula Deen, Sobe Wine and Food Festival
Paula is in hot water right now. Or would that be hot sauce?

This means that Deen, who makes the majority of her earnings off branded goods, stands to lose millions in the wake of the racism accusations she’s been battling. It’s not all over and done with though, at least not with Sears, since the company has made the somewhat vague statement: “We will continue to evaluate the situation."

Despite Paula’s admittance to using the N-word and making racial jokes on a number of occasions, she still has a lot of her fans behind her. In fact, Paula's Facebook supporters are more vocal than ever, using the broken deals as more fuel for the “LEAVE PAULA ALONE” fire. In fact, they’ve began the cratively titled “Butter Wrapper Campaign. The gist is that “a company without Paula Deen is like a butter wrapper without butter.”

As part of the campaign, fans of the chef are mailing letters of support, with enclosed butter wrappers, to the Food Network. Aside from being in line with Deen’s cooking style, where one stick of butter just isn’t enough, the campaign probably isn’t all that fun for the company’s mailroom employees.

Paula Deen, Today Show
Advertisers are dropping Deen like a hot potato.

Paula Deen, BookExpo 2013
The food puns could go on forever.


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