Salesman of Victor F. Weaver, Inc., New Holland, meet with David Frost,
center, well known television personality recently to prepare a major
marketing-advertising campaign.
Weaver in January will sponsor Frost’s shows, David Frost and The David
Frost Revue.
Show with Frost are: left to right, Robert Bingeman, William Patterson,
Carl Mosebach, Donald Welk, Mel Mitchell, sales manager, frost,
Roger Halsted, William Peliman, vice-president of marketing, Don Herr,
Duane Hostetter, Glen Esbenshade, and Bill Buehler.
Weaver’s campaign, beginning the first week in January, is aimed at
ending the seasonality of prepared chicken product sales.
Besides the prime time TV “special” starring Frost, the campaign will use
local spot TV in both fringe and prime time and women's service magazines.
“Traditionally, frozen fried chicken useage peaks during the May - Sep
tember period, with a noticeable decline in consumer useage January
through March,” according to William R. Peliman. Weaver’s vice president
of marketing.
He attributed the decline to a lack of advertising and promotion rather
than any real decline in consumer desire for fried chicken.
“After all," Peliman observed, “fried chicken is one of the four most
popular foods with people of all ages. We believe," he continued, “that
frozen prepared fried chicken is a 12 month a year business.”
Pellman.noted that people in the East stay home more during the winter
because of the inclement weather. He said they also eat larger, more
planned meals; entertain more; snack more, and watch more TV.
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“We believe by creating intense product awareness during this period,
we will be able to modify the distorted seasonal useage curve and increase
the Weaver sales volume,” Pellman added.
“The drive-in, take-out type of restaurants are the retailer's biggest
~ competition for the impulse-type food product. We believe that the winter
campaign will also help the retailer re-establish himself with the consumer
as a viable and economical alternative to the Col Saunders type of
operation.”
The campaign was slated to kick off with full sponsorship of the David
Frost Revue during the week of January 3 and co-sponsorship of the David
Frost Show in Weaver's marketing area. It marks the first time that an
advertiser has bought out the syndicated Frost Revue in all major eastern
markets.
In addition, there will be a local TV spot campaign on 21 stations
designed to produce an estimated 150 gross rating points per weefc in each
market.
Full-color, full-page units in regional editions of Good Housekeeping and
Woman’s Day magazines will be used by Weaver beginning with the
February issues.
All of Weaver’s frozen fried chicken products will carry an in-pack seven
cent off coupon good towards the purchase of Weaver's chicken roll.
Weaver is a leading producer of prepared chicken products and
processed fresh chickens. Founded in 1935, the company was the first to
successfully market frozen prepared fried chicken.
READ LANCASTER FARMING
FOR FULL MARKET REPORTS
Lancaster Farming, Saturday, January 8, 1972
See the new
Self-Propelled
Forage
Harvester
AND OTHER NEW EQUIPMENT
AT THE PA. FARM SHOW
Wenger Implement, Inc.
The Buck 284^4141
Londis Bros. Inc. M. S. Yearsiey & Sons
Lancaster 393-3906 West Chester 696-2990
A. B. C. Groff, Inc. Shotzberger's
New Holland 354-4191 Elm 665-2141
19