You can't pay for publicity like this. A high school drama class in Northboro, MA, chose food market Wegmans as their topic for a musical production. Students at Algonquin Regional High School were inspired by the local store opening in October, for which people camped out over night.

The Consumerist describes the history of "Wegmans: The Musical":

"'I was just feeling all around me the excitement and buzz about Wegmans. It seemed like an event, it seemed like a good idea to create a musical about,' their teacher told the Worcester Telegram.

"The show grew out of improv exercises earlier in the school year where students sang about Wegmans. Its plot centers on dueling twin brothers who work at Wegmans and at a competitor, and a spy sent to steal the secrets of Wegmans who instead falls in love with the store."

The local Wegmans store supported the students by donating shirts and sign for the set and by treating the cast to dinner after the show.

But Wegmans Corporate seems quiet. The company has an active Twitter account, but there's no mention of the musical.

Discussion Starters:

• What would be an appropriate tweet for Wegmans to write about the musical?
• If you were the VP of marketing for Wegmans Corporate, what, if anything, would you do to promote the YouTube video?
• What, if anything, should Wegmans Corporate do to recognize the students?