ConAgra, Inc.: Orville Redenbacher's campaign
Robert SchnakenbergOverview
Instantly recognizable by his bow tie, thick glasses, and neatly parted white hair, popcorn king Orville Redenbacher described himself in commercials as a "funny-looking farmer with a funny-sounding name." For many people, he was the face of popcorn in America. He was such an archetype of the old-fashioned company founder that many consumers simply assumed that he was a fictitious figure, a corporate Potemkin like Betty Crocker or Mrs. Paul. But Redenbacher was all too real. He built his career out of barnstorming the country to promote his popcorn. He often spoke...