U. S. Radio (Jan-Dec 1960)

Radio Strategies 16 National Biscuit Company Agency: McCann-Erickson Advertising (U.S.A.) Product: Milbrook bread Marketing Objective: To establish a brand image for a new product, reach mass female audience, reach Negro market. Radio Solution: Heavy saturation with radio, which was used in summer months as the prime ad medium. (Digested from U.S. RADIO, August I960, p. 28) EST.XHLISH a hiaiul image for a lairl) ne^v product, reach a mass female market and also direct our efforts to the Negro market. These were the objectives of the National Biscuit Company when it introduced Millirook Bread in the fall of 1959. The company decided WVET Radio ROCHESTER A J LONDON \ -V\ I \ MOSCOW -| PARIS j ' TOKYO 4-^--^ 1-ROME-) HAVANA i i fM /CONGO BUENOS AIRES ROCHESTER, N.Y. ONLY SECONDS AWAY FROM ANY NEWS CENTER ON FACE OF THE GLOBE WITH COMPLETE NBC NEWS WVET-RADIOROCHESTER 4, N. Y. National Representative Robert E. Eastman & Co., Inc. to put its advertising budget last siunmer into radio. "We used radio this sumnrer because we believe listening increases considerably in that period. This is because of an increase in outdoor activities, backyard entertainment and traveling," reported D. P. Moss, assistant sales manager of Nabisco's bread division. The bread had been marketed previously under varying names, but was reintroduced as Millhrook ijy a television campaign in the fall of 1959. "Our main task wits to build a brand image," explains William Fricke, associate media director for McCann-Erickson Advertising (U.S.A.), Nabisco's agency. "This we did through a humorous character, 'Maestro Milbrook,' who could form a strong identification with the product." Sound Summer Campaign For the summer campaign, the product's image was carried through with the theme by sound alone. "I believe that such research evidence as the Sindlinger Reports, which have consistently shown high radio listening during the summer months, have been able to establish a pattern for summer radio which justified its use as a prime medium for Milbrook," said Mr. Fricke. Milbrook, in aiming for the housewife, relied on local female personalities and some news and weather personalities, according to Phil Siumbo, McCann's fimcbuyer for the accoimt. He pointed out that most of Milbrook's markets are in the Northeast, though some do extend to such places as Ohio and Texas. About 12 announcements, all minutes, were used during the summer campaign from 9 a.m. to 5 p.m., Monday through Friday. A token weekend schedule, consisting of two spots on Saturday and one on Sunday, was intended to reach housewives who work during the week. Reach Negro Market To reach the Negro market, Milbrook went on a 52-week schedule on Negro stations in four cities: Birmingham, Houston, Pittsburgh and C>leveland. "We found that Negro personalities can exert a strong influence over a large and loyal following," Mr. Stumbo said. "In the Milbrook markets where Negroes represent more than 40 percent of the population, we will use radio right througli the year." "We have had the Nabisco account for several years," said Mr. Fricke. "Radio played an important part in the advertising of Milbrook for the first time this year. As an agency, we continually try to recommend the best combination of media, or single medium, for all our accounts. As marketing and advertising conditions change, we try new media approaches to fit new situations." • • • 80 U. S. RADIO AIRFAX 1961