Penzeys turning $435,000 in new customer orders into pro-impeachment Facebook ads

\Wauwatosa-based Penzeys Spices drew attention last week for spending more than anyone but President Donald Trump on impeachment related Facebook advertising.

Company owner Bill Penzey responded to the attention – and offers for donations to fund more ads – by launching a promotion that would direct all new customer spending to additional Facebook ads.

The result was $435,907 in new orders and the company also extended the offer through midnight Tuesday.

In a post explaining the campaign, Penzey noted that many people had asked to donate to the effort. He said he didn’t feel comfortable with that given the ads were ultimately a promotion for Penzeys, regardless of what they are about.

“But at the same time, our ads are clearly making a difference at a time where we very much need a difference,” Penzey wrote.

Penzey is no stranger to mixing business and politics. He has previously used his company catalog and newsletter to make pointed arguments about the use of Native American mascots, racism in the Republican Party and sexism, among other topics.

In his latest newsletter, Penzey sought to preempt criticism from those who don’t agree with his stance, acknowledging some would leave stop buying from the company because of it.

“And to those cheesed off at us for doing this, I am sorry but you need this more than anyone,” he wrote. “You know the president is a cheater and  a liar and bankrupt. And you are conservative. This should all add up to you leading the charge for his removal, but you sit quietly. Your inability to stand up for your beliefs is hurting our nation and good, kind, decent people around the globe.”

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Arthur covers banking and finance and the economy at BizTimes while also leading special projects as an associate editor. He also spent five years covering manufacturing at BizTimes. He previously was managing editor at The Waukesha Freeman. He is a graduate of Carroll University and did graduate coursework at Marquette. A native of southeastern Wisconsin, he is also a nationally certified gymnastics judge and enjoys golf on the weekends.

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