A2O-Uncaster Farming, Saturday, March 4, 2000
HARRISBURG (Dauphin
Co.)-If life imitates art, a presi
dential candidate’s position on
cheese might indeed become a
hot issue in the upcoming pri
mary elections.
Capitalizing on the primary
elections, a new 60-second
cheese commercial chronicles
the demise of a fictitious presi
dential hopeful, John Hayes,
who commits political suicide
when he’s caught on camera
voicing an unpopular platform:
“I don’t like cheese.”
The new advertising cam
paign, “Ahh, the power of
Cheese,” launched in January
with the new spot entitled
“Election.” The new campaign
was developed by dairy farmer
funded promotion organization
Dairy Management, Inc.™ and
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LEBANON VALLEY ENTERPRISES, INC.
Manufacturing • Powder Coating - Precast
Winning the Presidential Election May Be As Easy As Loving Cheese
it’s local affiliates such as the
American Dairy Association &
Dairy Council Mid East and the
Pennsylvania Dairy Promotion
Program.
The fictitious candidate is
recorded by the news media in
real time and the sound bite is
broadcast around the nation.
The reaction of the voting public
is swift and harsh as seen via a
series of wickedly authentic and
witty vignettes. The most suc
cinct and humorous reaction
comes from America’s popular,
respected elder statesman,
former Senator Bob Dole, who
makes a winning cameo appear
ance.
“We wanted to capitalize on
the topical nature of the primar
ies and add an element of real
ism and surprise to the
commercial. Bob Dole is the per
fect spokesman to deliver the
unanimous judgment of the
voting public,” says Debra Sum
merall, spokesperson for PDPP.
What makes this advertising
message believable is that it ac
curately reflects how cheese
lovers, who represent 73 percent
of the population, feel.
“Our consumer research indi
cated that cheese lovers so love
cheese, they can’t fathom and
TIMMERMAN
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are even suspicious of someone
who does not like cheese,” Sum
merall says. “The universal pop
ularity of cheese makes this
advertising scenario amusing
and plausible.”
“Election” represents an evo
lution of a successful two-year
advertising campaign aimed at
cheese lovers. The strategic plat
form of this new work is that
“cheese has the power to affect
people deeply.” In “Election,”
125 King Court/
Hollander Rd.
New Holland, PA 17557
(717) 354-9611
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people feel so strongly about
cheese that it affects their im
pression of someone who does
not like cheese, and ultimately
changes the outcome of a politi
cal campaign.
“Election” is the first of a
pool of four new television exe
cutions for cheese that will
launch during 2000.
Mohnton, PA
(800) 436-5623
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