BY KARL BERGER
Special ConrespiMi dent
They may have lost more than
20 games and a manager, but the
Baltimore Orioles continue to be
one of the mainstays in the promo
tional line-up of the Middle Atlan
tic Milk Marketing Agency,
according to agepcy manager Dick
Norton.
The agency, known as MAM
MA, is committed to sponsoring
commercials during radio and tele
vision broadcasts of Orioles games
DIESELS
OUR
SPECIALTY
Service After The 501 e...
That's Usl
HOOVER DIESEL
SERVICE
255 Mascot Rd. 313 Furnace Rd.
Ronks, PA 17572 Quarryville, PA 17566
(717) 656-3322 (717) 786-2173
(717) 295-1729
DEALER INQUIRIES INVITED
MAMMA And Orioles Make
throughout the summer, Norton
said, and will hold its traditional
milk promotion at Memorial Sta
dium Sunday, June S, when the
Orioles play the New York
Yankees.
In addition, MAMMA will con
tinue its affiliation with brothers
Cal Jr., and Bill Ripken despite the
firing six games into the season of
their father. Cal Ripken Sr., as
manager of the club. The two
brothers appear side by side on a
life-sized “growth poster” promot-
wwi V^tWPPPr > ,:
PRODUCTION STARTED
IN 1938
Barry Hoke
Distict Sales Mgr.
244 Moyer Ridge Drive
Manheim, PA 17545
717-665-^OO9
All-Plant
LIQUID PLANT FOOD
9-18-9 PLUS OTHERS'
• Contains 100% white ortho phosphoric k
acid Made m USA. o
• Non-corrosive Won’t settle $
• Top quality. Excellent service. |
• Newest equipment. |
• Financially sound... and growing! ?
Big Demand Requires
More Distributors!
□ I sell to farmers.
How do I become your distributor 7
□ I’m a farmer.
What’s the price?
Where do I get it?
CALL or SEND FOR FACTS:
Phone 814-364-1349
ALL-PLANT LIQUID PLANT FOOD, INC.
821 State Rd. 511 N., RFD 3,
Ashland, Ohio 44805
ing milk that will be given to fans
14 years of age and younger who
attend the June S game. And Cal
Jr., probably the Orioles best
known player, continues a role as
spokesman for milk in television
and radio commercials that he has
held for the past three years.
However, the departure of the
elder Ripken has meant some
changes, Norton acknowledged.
MAMMA has withdrawn a televi
sion commercial and several radio
spots it developed that used all
Some Changes
three Ripkens. Its original version
of the growth poster also featured
the trio.
In early April, the elder Ripken
pleaded guilty to a drunk driving
charge, but this did not figure in
MAMMA’s decision, which was
based on his departure as on-field
manager, Norton said.
The agency head said the
Orioles poor play will have very
little impact on the effectiveness of
MAMMA’s promotional cam
paigh for fluid milk, which uses
the slogan, “Milk; it’s fitness you
can drink,” and which is focused in
the Federal Order 4 markets of
Baltimore, Philadelphia and
Washington, D.C.
For one thing, he said, the
Orioles record breaking losing
streak has actually attracted fans,
although that may not be the case
later in the season.
For another, the agency has a
number of spokesmen besides the
Ripkens, including Philadelphia
Phillies third baseman Mike
Schmidt; John Thompson of
Georgetown University, the coach
of the U.S. men’s basketball team
Vote Yes
May 10
“We beef producers got
behind the eight ball in the ’7os. Beef
was attacked on health grounds, and we
didn’t have a program in place to
respond.
“Today, we are producing leaner beef.
And now advertising and research dol
lars' tell our story. The result is
increased consumer spending on beef
base that feels
and a growing consumer
beef fits their lifestyle.
“That’s why I’m voting
10."
It’s An Investment
In Your Future
Paid for by
The Pennsylvania Beef Checkoff Committee
Harrisburg
Lancaster Farming, Saturday, Hay 7, im-A»
in the upcoming Summer Olymp
ics; and tennis star Pam Shriver, a
Baltimorc-area native. Its Oriole*
affiliations represent about 20 per
cent of MAMMA’S advertising
activities, Norton said.
By having a number of spokes
men, the agency is insulated if, as
is often the case in the sports
world, a player or coach moves to
another city. There is a lot of spe
culation, for instance, that Cal
Ripken Jr., is playing his last sea
son in the Orioles uniform.
Moreover, even before the base
ball season began, the dairy far
mers who comprise MAMMA’S
board of directors considered plac
ing less emphasis on its costly
sports spokesmen. According to
Norton, the agency is weighing the
use of a family of three women to
promote its “three-milk concept”
contrary to the prevailing prac
tice in the industry, whole, lowfat
and skim milk are mentioned
explicitly in MAMMA’s ads in
1989. Such a move would save the
agency money and fit in nicely
with its longstanding fitness cam
paign, Norton said.
- Bill Flagg,
7- /
‘Yes’ on
May
Chester
County