Ad campaigns

    Morris Hite's account included some very large names that are still well known today, Borden's milk, Haggar Pants, Mrs. Bairds Bread and the Frito (later named Frito-Lay) company.  He also worked on a premium coffee Maryland Coffee and a few beers, Regal and Pearl.  

Some of his campaigns were as simple as 

    "Bounce Back with Buttermilk"  which was a position for Borden's Buttermilk as a cure for hangover.  It was heavily placed in media during the holiday season one year.  They even created a sympathy card that said "sorry about your hangover."

or "Fit for a golden spoon" for Lady Borden ice cream.

Others were more detailed.

    When Maryland Club Coffee, a premium brand of Duncan coffee was set to be launched, they knew that they had to convince people that this was high  quality and worth the cost.  Morris and his team determined that they needed snob appeal.  They were taking a coffee that was sold in country clubs and four star restaurants and making it available to the public.  They placed ads in the newspaper with socialites drinking coffee in Highland park homes, a wealthy area of Dallas.  The launch was the weekend of Mother's day.  They decide to give away a free orchid with every pound of coffee they sold.  With their close relationship to the grocers, they were able to ensure that each store was prepared.  

    The promotion was immensely popular.  Some women were attracted by the simple advertisements, other came to the store because they love orchids.  Still others were simple drawn in the by the "hub-bub" at the stores.  

    The next step in the Maryland Club Coffee entrance into main stream market was to make it seem economical.  The next set of advertisements focused on the richness.  It was so rich that you only need 3/4 to make your coffee.  

Expanding your market     

       Imperial sugar had cookbooks and brochures.  They also had loyalty programs such as an opportunity to mail in labels to gain helpful hints such as ”How to Have A Meet-Your-Neighbor -Party."  However they also wanted to tap into the young homemakers.  They gave them a Teenaged spokes person, Teena.  Teena had a recipe book too.  

unveiling of Teen's cookbook. 

Conclusion