U. S. Radio (Jan-Dec 1960)

Record Details:

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Putting the Red Devil on radio are (I. to r.) James D. Wells, Underwood manager of marketing; radio personality Arthur Godfrey; Ellen Stillman, Kenyon & Eckhardt account executive; and George C. Seybolt, president of Underwood. First national radio buy will run for 33 weeks. Radio the ^Devil' of 1958 in the New England area. The results were enough to make the Red Devil prick up his ears. To prove it wasn't a fluke, however, the test was repeated in 1959. "Since the per capita consumption of Underwood's deviled ham is greatest in New England, we figured that if sales results were satisfactory there, the prognosis for the success of national radio advertising would be excellent," says Ellen Stillman, Underwood's account executive at Kenyon & Eckhardt Inc., Boston. The campaigns were the same both years. Each ran for 13 ^veeks during the late spring and summer. A total of 500 spots, a week were scattered on stations throughout the New England area, averaging 20 to 30 spots a station. The company maintained its magazine schedule in New England as it did in the rest of the country. No other additions to any part of the advertising schedule were made. The only difference between the New England markets and the rest of the country, therefore, was radio. The format of the campaign was humor, lUilizing a girl's voice. The same voice was used in all the commercials, easily identifying the Underwood commercial in a variety of situations. The girl appeared in a supermarket, getting out of a cab, in the midst of a party. She continuallv described the advantaaies of Red Devil ham in words ending in "ly." Here is an example of the "Krazy Talk" series: The commercial begins \vith background noises of crowds and a loud rattling of many cans. The cans crash noisily onto the checkout counter as the clerk calls for the next purchase: MAN: Lady! Did you know these are all cans of Underwood Deviled Ham? WOMAN: (All rightee voice) Of coursily. . . MAN: But how much Underwood Deviled Ham can you eat? WOMAN: Neverily enough. MAN: I like it myself — my wife uses it in sandwiches — and things . . but how many cans you got here? WOMAN: Thirtyily. . . MAN: But why! WOMAN: I lovily it's richily flavor — that heavenly hamily flavor — it's devilicious I MAN: Richily — hamily — lady, do you always talk this way? WOMAN: Whatily way? MAN: Forgetily — I mean forget it — the customer's always right? ANNOUNCER: This customer is right — no matter how she says it. Underwood Deviled Ham has true ham goodness because it's made from fine whole hams. Try this Underwood Deviled Ham treat — spread deviled ham on bread, top with Swiss or U. S. RADIO January 1960 33