Steve
ALLENTOWN Steve Carlton
finally has something he’s willing
to talk about Lite Milk from
Lehigh Valley Farms.
The Philadelphia Phillies star,
me of the most famous pitchers in
:he history of baseball, is the new
ipokesman for Lite Milk, the most
ieavily advertised brand of milk in
he Philadelphia region.
Winner of the coveted Cy Young
award four times and the all-time
major league leader in strikeouts,
Carlton will appear in new
television and radio commercials,
newspaper advertising and on the
Beekeepers to
PINE GROVE Beekeepers
and interested individuals are
invited to a meeting sponsored by
the Schuylkill County Cooperative
Extension Service and the
Schuylkill County Beekeepers
Association. Guest speakers will
be Terry Stehr, County Executive
Director, ASCS, discussing honey
loans and purchases. Bob Hughes,
Pennsylvania Department of
Agriculture, bee inspector will
discuss the functions of bee in-
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Carlton breaks his
side panels of milk cartons.
“It is considered a real break for
us that Steve Carlton has entered
the world of commercial en
dorsement, and is now ‘pitching’
for us,” says Lehigh President
Robert P. Barry. “One of the most
disciplined of athletes, he has the
kind of image that should prove
helpful in promoting our product.”
Ray Schulte, president of
Competitive Edge Marketing
Group, New York, associated with
SNC Enterprises Inc., Steve
Carlton’s national marketing
representative, says, “As you
would expect, Steve Carlton has
meet Tuesday
spection.
The meeting will be held at
Kenneth & Dwayne Krammes, on
Rt. 895 one quarter mile east of Rt.
501, Pine Grove. The date is
Tuesday, July 17, at 6 p.m.
For additional information
contact George P. Peiry, Jr.,
County Agent, Horticulture,
Schuylkill County Extension
Service, P. 0. Box 250, Schuylkill
Haven, PA 17972 or telephone
(717) 385-3431.
*129
*149
been presented with many com
mercial opportunities through the
years. Because of Steve’s concerns
with fitness and nutrition, Lite
Milk is certainly a product which
he feels comfortable endorsing,
because it relates to his life-style.”
A new commercial created by
Montgomery and Associates and
produced by Schulman-
Berry Kramer uses Steve’s
legendary silence as a “hook.”
Steve enters the Phillies trophy
room in uniform, turns to an off
camera announcer and admits he
finally has “something important
to talk about.” He then talks about
the product, then concludes with
“Take it from Lefty - keep it Lite. ”
According to Ted Heck,
marketing vice president of Lehigh
Valley Farms, the dairy
cooperative plans to air the new
commercial at various times
throughout the year, starting on
the day of the major league All-
Star Game.
Lehigh Valley Farms is
headquartered in Allentown, Pa.,
where it manufacturers ice cream
and cultured products such as
cottage cheese and yogurt. Lite
Milk is processed at milk plants in
Lansdale and Schuylkill Haven.
The company also has a milk plant
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CHEMGRO FERTILIZER CO.
Box 218
East Petersburg, PA 17520
Phone: (717) M 9-3296
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silence for Lite Milk
in Baltimore, Maryland.
Sales of all products amounted to
$287 million last year. Company
officials attributed growth in
recent years to a heavy com
mitment to advertising. In addition
to Lite, the company actively
promotes LactAid, a specially
digestible milk for people with
lactose intolerance.
Lehigh also supports its ice
cream products with heavy ad
vertising schedules. Old
Philadelphia Ice Cream currently
is featured in television and radio
commercials. Just this month the
firm also unveiled its latest
product - a super-premium ice
cream under the name Jane
Logan.
Steve Carlton, star pitcher and legendary silent man of the
Phillies baseball team, breaks his silence and “pitches" for
LITE milk, from Lehigh Valley Farms, Allentown.
Lancaster Fanning, Saturday, July 14,1984—A17
In further reference to Lehigh’s
aspirations for Lite, Heck referred
to earlier marketing successes
using Tom Brookshier, CBS
sportscaster and former
Philadelphia Eagle, as the
spokesperson.
“We expect Steve Carlton to be
even more effective in creating
consumer awareness,” Heck says.
“He certainly has great visibility
among sports fans and we know he
also projects a very attractive
personality to consumers who have
only a modest knowledge of his
significant baseball ac
complishments. We don’t expect
him to win 300 games for us. In our
league he only has to win a couple
of big (Hies.”