Ring, ring, ring: Harris Teeter's jingle goes mobile

Can't get enough of Harris Teeter's jingle, the star of countless commercials and contests? Now you can take it on the go, in your purse or pocket: The Matthews-based supermarket chain has made 10 versions of its "My Harris Teeter" ditty - six vocal, and four instrumental - available as free ringtones. "The ringtones are another, fun way for Harris Teeter to interact with customers," spokeswoman Catherine Reuhl said.

Though unusual and possibly unique for a grocery store, at least one with a Piedmont presence, the tie-in is far from the first corporate ringtone. Nationwide Insurance launched what's believed to be the first one in the U.S. in 2004, using its "Nationwide is on your side" song. Though it's unclear to me why exactly a person would choose that as his or her ring of choice - unless, perhaps, you worked for Nationwide, or needed repeated reminders of your insurance coverage - it makes plenty of sense for the company. As its advertising vice president said when the tone launched, they want to reach consumers and promote their brand in every possible way, and ringtones are another, modern way to do that.

Companies are also using the technology in subtler ways - well, at least relatively subtler. The Web site offering Harris Teeter's tones is also promoting ringtones featuring kitchen noises such as a blender whirring and eggs frying, sponsored by Rice-A-Roni. Whether you'd even contemplate downloading any of the above probably depends on whether you find the whole idea of ringtones amusing or annoying enough that you permanently set your phone to vibrate, but it's definitely an arena that isn't finished growing. So what's next? Any other local companies you'd nominate to compete with iTunes ringtone best-sellers like the Black Eyed Peas? (The Morris-Jenkins jingle comes to mind, although I have a friend who'd strenuously disagree...)