The key takeaway:"The video is mostly complimentary but shows Trader Joe's warts and all. Once input has been gathered from across the Web, put together a report with some qualitative findings that can be discussed internally within the organization. Remember, a brand isn't what you say it is—it's what they say it is." (emphasis added)
This kind of initiative remains very rare, but it shows well what kind of benefits a brand could get from working with its customers to create marketing programs.
When customers are involved, they are able to give a good outlook of what a company really is. I wish this kind of ad will be copied by other brands.