By now you’ve likely heard that Disney’s much-anticipated big-screen adaptation of The Lone Ranger starring Johnny Depp has been put on hold, owing to spiralling budget estimates in the order of a projected $250m cost. Perhaps they should have talked to a few brands to bridge the gap? In 1928 Merita Breads brought The Lone Ranger’s stirring radio adventures to the South for the first time. Then in 1949, Merita again became the first advertiser in the South to sponsor a network television program when it helped beam the broadcast version of the show too. Perhaps their existing marketing budget wouldn’t cover the big screen version but surely their PR company should be having some opportunistic fun with this? Perhaps one of them could call Director Gore Verbinski and offer to put some more bread on the table?