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Taystee Bread's new Tin Pan Alley sell
^ American Bakeries launches new radio campaign, uses 2V2-minute format for scores of six original songs
^ Developed by Chicago-based Y&R team, new breadselling technique has replaced all other media buys
r\ jingle will sell a product. But will two and one-half minutes of music sell bread? Y&R and its clients, American Bakeries, are about to find out.
Just off the pressings are six original songs by Karl Vollmer and Tom Rogers of the agency's Chicago office. They include two ballads, a waltz, one jazz, one blues and a Latin-rhythm number. And their purpose is to sell
Taystee Bread via a two-and-one-halfminute commercial aimed at the little woman who buys the family bread. The project began when Y&R decided something different was needed to push up product sales in Taystee's 28 markets. The six tunes carrying a longer, not-quite-hard-sell commercial were the results. American liked the idea so well that ad manager Bob Llewellyn ordered all previously
planned media (two-thirds tv, one third billboards) scrapped in favo^ of the song-commercials. The cor pany will throw the whole weight its advertising behind the new radii campaign.
With the agency as well as thi client sold on the new approach, thfl next big question was: Would thf stations buy it?
American made sure their new) commercials got a good head start by giving them a really professional packaging. The titles, including such ear-catchers as "Best Food Forward," "22 Slices of Bread," and "The No Bread Blues," are pressed three to a side, enclosed in an album with fullcolor front carrying the practical title: "Music To Sell Bread By." The reverse side of the album carries the usual descriptive song blurbs, plus a Taystee logo. Entertainment value of the lyrics is, of course, a key selling point: They're designed to appeal to the stations, store manager, chain buyers and grocery trade in general. ( Please turn to page 46)
NEW CONCEPT for selling bread, "Music to Sell Bread By," gets test spin by (I to r) Ross Tompkins, Y&R account executive for American; Karl Vollmer, v. p. and creative director, Y&R; Bob Llewellyn, American ad manager. Chicago-based team scored six original Tin Pan Alley tunes
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