Mad Men and Don Draper take note by Dick Chodkowski – @GagsterChod
Ogilvy & Mather’s Los Angeles office handled the Burger Chef account from about 1973-1978. Their New York office had a number of General Foods accounts and GF had recently acquired the fast food franchise.
Part of Burger Chef’s strategy was to appeal to kids, so Ogilvy handed off the creative work to their L.A. office which had the expertise in marketing to children. (The L.A. office included the Mattel Toys account among the clients it serviced creatively.)
Not only did the L.A. office create products like the Funburger and Funmeal years before MacDonalds’ Happy Meal, but they also created all the cartoon characters for their advertising and merchandising materials
Eventually, General Foods exited the franchise business. They were all about packaged goods and could not control the messy politics and economics involved with franchise owners who all had different ideas about advertising – and paying for it.
About Dick Chodkowski
