Sundae Celebration At Mall Nets Super Response
PHILADELPHIA —It was the
perfect setting for it to happen. It
was July 1, only three days before
the heralded 200th Anniversary of
the signing of the U.S. Constitu
tion. Located just one block from
Independence Hall on the mall
across from the Liberty Bell. And
it was hot, nearly 90 degrees with
the humidity hanging in the air like
it can only do in Philadelphia. It
was the perfect place to take an ice
cream celebration to the people.
And that’s exactly what the Middle
Atlantic Milk Marketing Area did
with the help of 11 area ice cream
manufacturers and an army of loc
al dairy promotion committee
members.
Billed as, “Every Day Is Sun
dae,” the event was promoted in
newspapers, on television and
radio, and it drew a huge crowd
throughout the day, as it ran from
11 a.m. to 3 p.m. There were also
quite a few people who came that
had not heard about the event
through the media, but who hap
pened to be in Philadelphia’s his
toric district sightseeing. The
event received good media pick-up
as film crews from area television
stations taped the celebration.
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An unexpected surprise came,
when Video Disc Jockey, Kevin
Seales, and a film crew from MTV
stopped by. They were at Indepen
dence Hall filming a segment for
their July 4 rock video show and
saw the ice cream celebration. Sea
les interviewed Pennsylvania State
Dairy Princess Pam Kindig and
Ben Franklin, the colonial charac
ter. Segments from the celebration
appeared on MTV on Saturday,
July 4.
The crowd was even larger and
hungrier than expected, and quite a
few of the ice cream manufacturers
had to go back to their plants and
pick up more ice cream.
Each ice cream manufacturer set
up their own booth to give away
samples of their product. The
booths lined the fountain area of
the Judge Lewis quadrangle on
Independence Mall. Participating
manufacturers were: Bassett’s Ice
Cream, Gold Bond Ice Cream,
Haagen-Dazs, Jack and Jill Ice
Cream, Kraft Dairy Group (Brey
er’s), Lehigh Valley Farms, Penn
Dairies (Pennsupreme), Rich
man’s Ice Cream, Rosenberger’s
Dairy, Turkey Hill and Ben and
Jerry’s.
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[ PURINA CHDWS |
At noon time the Phillie Phana
tic released over 2000 balloons
containing discount coupons for
ice cream. Following the balloon
release, the local promotion com
mittee members built a giant sun
dae from three gallon containers of
vanilla ice Cream donated by the
participating manufacturers.
When the sundae was complete,
Kindig and the Phillie Phanatic'
topped it off with a giant cherry.
The crowd formed around barriers
to watch the spectacle and lined up
to get a serving. Working quickly,
the local committee members
served the entire 126 gallons of ice
cream, 25 pounds of nuts, and 12
gallons of syrup within 40
minutes.
Dairy princesses surveyed
members of the crowd to get infor
mation on their preference for ice
cream, and ask them how they
were enjoying the event. Each per
son surveyed got a free ice cream
scoop and the chance to win a
year’s supply of Haagen-Dazs Ice
Cream or a Summer Survival Kit
from Jack and Jill Ice Cream. Over
1,000 surveys were taken durng
the day.
Rt. 82
Unionviile, PA 18375
(215)347-2377
pares to release over 2,000 balloons containing dis
count coupons for Ice cream at Every Day is Sundae.
The super sundae event took place at Independence-
Mall in Philadelphia on July 1 to kick off National Ice
Cream Month.
FAST REGROWTI
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f m \ District Sales Manager, Barry L. Hoke
| tUf X) RD #6, Box 456, Manheim, PA 17545
V#W v / (717) 665-2009 - Home Phone
(717) 665-9347 - Answering Service
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delivers...and always will!