BW - EP151—009: Jack Benny's Famous Slump—The Last General Foods Sponsored Show

Breaking Walls: The Podcast on the History of American Network Radio Broadcasting

June 4th, 1944 was the last Grape Nuts Flakes sponsored Jack Benny Program. Jack took out a full page ad in Variety thanking General Foods and their agency Young and Rubicam for ten years of partnership. Six days later, the American Cigarette and Cigar Company deposited two hundred thousand dollars in a special exploitation account for the program. On June 23rd they wrote to Jack stipulating some terms of the agreement. The program would be broadcast live coast-to-coast 7:00PM eastern war time, with a transcribed rebroadcast by transcription between 12:30 and 1:00AM New York time for West Coast stations. In August, Benny left on a three-week USO tour of Australia and the South Pacific. On August 28th, American Tobacco announced that Pall Mall’s product scarcity didn’t justify a twenty-five thousand dollar per week expenditure. Lucky Strike would sponsor the show. The following week they announced a comprehensive, multimedia ad campaign. It was estimated to cost over a quarter million dollars. This changed the company with which Jack was signed from the American Cigarette & Cigar Company to the American Tobacco Company, and was made official on September 26th, 1944.