Sponsor (Jan-June 1950)

produced. Ml followed the same paltern. The opening, an amusing situation. Then enter Chiquita who saves the <la\ with .1 suggestion. After a ■fill exit, two or three voices break in with the recipe. In some scenes dishes are shown being prepared with real ingredients h\ human hands because food loses its appeal when shown in cartoon-. The good taste of the films helped them crack 375 (out ol 850) theatres which had never before shown a commercial film. Chiquita was read) for 1\ at long last. Or so I F and BBD&O thought. \ screening of the Technicoloi shorts over a closed video circuit disclosed that the recipe scenes did not televise clearly. It was difficult to distinguish, for example, the various items used in a salad plate. On the screen, the salad appeal rich and appetizing in color: on I \ it transmitted as a dark mass with little or no definition between ingredients. To improve matters, the agenc) decided to make a black and white print from just one of the three color negatives used in printing the movies. The (^ WINSTON-SALEM (J> The Station that Delivers the Plus Audience! FIRST: IN LISTENING (Hooper) IN NETWORK (NBC) IN POWER (5000 WATTS) ON THE DIAL (600) ON THE AIR (1930) Your FIRST and BEST Buy! Affiliated with NBC (^ WINSTON-SALEM (^ THE JOURNAL-SENTINEL STATIONS TWENTIETH ANNIVERSARY YEAR Represented by Headley-Reed Co. green negative was chosen because it was the predominant color in the majorit\ of the playlets. Results are excellent. The live food sequences, in particular, are bright and clear. In the middle of November. Chiquita Banana started a 13-week test campaign on all New York and two Boston TV stations (these cities being home offices of I F, and among their largest selling ana-'. Because of its unorthodox 80-second length, the spots are placed primarih in participation periods, mostly around the dinner hour, and in several instances in oneminute period where the preceding program can he cut to accommodate it. In the middle of January, additional TV spots were added when I F bought twice dailx participation for Chiquita in the 15-minute human interest program "Stranger than Fiction' via W \ \C-T\. Boston. I nited Fruit has never offered a premium itself. But the Kellogg Company, in conjunction with L F. used six color transfer pictures of Chiquita ,ind a rag doll version of the young lady, as a premium to help sell its cornflakes. There's no guarantee that I F wont handle a premium itself in the future. "Chiquita s an unpredictable personalis ." sa\s Mr. Partridge, whose offices are overflowing with premium idea-. "We operate."' hi concluded, "on the idea that if we can create sales and good will for ourselves and allied concerns, were doing the job we set out to do. Flexibility and mohilitx in our own advertising, and the feeling we are contributing something to the overall advertising picture which will educate the consumer to a healthier, happier life, just about covers it. "What Chiquita has done for sales is. of course, impossible to saj because of the great demand. \s lor what she has accomplished in the wax of good will, the record speaks for itsell. "We are firmlj convinced that ever) medium serves a purpose; that one doe not detract from, hut lathei strengthen-, the power ol the others. There is no >cl allocation of our budget to an\ one of them. That i win our radio-TV figures for 1930 arc arbitrary and preliminary, subject to change al an\ time. We're like an organist who pulls out the -lop that will make the tune sound best. Right now. after fixe xear of Chiquita, the tune still sounds might) I * • • 44 SPONSOR