Home > Encyclopedia of Major Marketing Campaigns > International Home Foods Inc.

• I WANT MY MAYPO Campaign
• License to Create Gives Heublein Glee and Dismay
• Further Reading

1633 Littleton Rd.
Parsippany
New Jersey
07054
USA
tel: (973)359-9920
fax: (973)254-5470

I WANT MY MAYPO Campaign

Overview

The Maltex Company of Burlington, Vermont, marketed Maltex cereal, a combination of toasted wheat and malted barley, for years. It developed Maypo maple-flavored hot oat cereal in 1950, but sales remained minuscule in comparison to its competitors. At the time of the "I Want My Maypo" ad, Maltex became a subsidiary of Connecticut-based Heublein Inc. Given the poor sales record of Maypo—grocery chains discontinued it—Heublein was at a crossroads. "Maypo was pushed, at various times,...