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mary ellen's
^vith the ET. The first ot these phrases is "Mary Ellen's — the jam made a cup to a cup." It emphasizes quality, pointing out that there is never more than a cup of sugar used for every cup of fruit. "You set the flavor of the fruit and not just the sweetness of the sugar, in a recipe that everyone's Grandmother used," according to the fact sheet.
Better than Grandma
"The jam just like Grandma never made" is the phrase that pops up most in the commercials. The agency doesn't intend to offend poor Grandma, says Mr. Whitehead.
'It's just that Mary Ellen's feels that its 3.8 varieties beat anything that Grandma made in all her born days. And, to top it off, Mary Ellen's uses modern equipment and qualitv control methods Grandma never dreamed woidd exist. This is why, of course, Grandma is stealing Mary Ellen's Jam — she doesn't want to be
outdone in her own very special talent."
"Masked Grandma's" trade mark is a polka dot mask and each commercial closes with this Mary Ellen slogan: "Mary Ellen's — in the jar with the polka dot top."
The pollta dot trademark is carried over in the client's in-store promotions. For example, the shelftalkers, which advertise lioth the product 07i(i the radio commercials, picture the "Masked Grandma" alongside a Mary Ellen's Jam jar with a polka dot lid. The copy reads: "Be on the listen for Mary Ellen's 'Masked Grandma' ... radio's fimniest mystery minute."
The same copy is used in Mary Ellen's newspaper ad teasers whidi the agency offers to stations for local promotion. No copy reference is made to the product. Only the client's logo appears, together with the call letters and dial location of the station.
In creating the "Masked Grandma" as product identification, tlie agency found that she was particularly adaptable to live promotions. For example, one station gave a luncheon to introduce the campaign to local dealers. "Grandma" actually appeared and lifted jars of Mary Ellen's Jams and Jellies from the luncheon table. She was duly apiJrchendcd and held for a group "nuig" shot, surrounded by brokers, station and agency "captivators."
GB&B feels that the tremendous coverage afforded by leading radio personalities on stations is the major reason why radio was selected, especially in light of the client's desire to penetrate the housewife audience in scattered regional markets.
"Gonibining this coverage," says Mr. ^Vhitehead, "with the use of retail tags at the end of each spot help to give us the best campaign we can get. Add to that the complete merchandising and promotion coojx'ration from the stations, and Mary Ellen's is afforded a completely unitized program at both consumer and trade levels." • • •
GRANDMA RECAPTURED after swiping jam at KLZ Denver luncheon. Captors (I. to r.) are Robert Whitehead, GB&B account executive; Lew Hunter, KLZ sales manager; Jack Wells, William Weidman, Brown-Weidman Brokerage, and Bob Bailey, sales manager, Mary Ellen's.
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U. S. RADIO • September 1960