Partly for the benefit of newcomers, as well as to refresh the memories of long-time fans of this website, allow me to repeat, for the sake of aide-memoire, an old favourite known as the "Svenska Limpa" story:

For many years up Minnesota way, Cedric Adams (1903-1961) was something of an institution, thanks in large measure to:

1. His "In This Corner" column in the old Minneapolis Star; and
2. His newscasts (at 12:30, 5:00 and 10:00 pm) over WCCO Radio ("the Good Neighbour to the Northwest"), as well as occasional special broadcasts over same.

And in his day, Cedric's "Ten O'Clock News" (as aired between 10 and 10:15pm) WAS an institution, marking as it did the close of day across the Northwest; in fact, airline pilots oft remarked at just how suddenly house lights went off when Cedric's newscast signed off at 10:15.

For many years, the Purity Baking Company (later American Baking Co., now Metz Baking Co.), bakers of Taystee Bread in Minnesota, were sponsors of Cedric's "Ten O'Clock News," and thanks to Cedric's natural style of delivery, Taystee Bread was sales leader in Minnesota and neighbour states for many years.

"OK, OK, cut to the chase," you may now be saying – and I will go there:

On one particular edition of the beloved "Ten O'Clock News," Cedric was asked by Purity Baking to promote a new Swedish-style rye bread called "Svenska Limpa." Cedric, one who believed in reading straight script, somehow flubbed (!!) the pronunciation of "Svenska Limpa" on that very broadcast--and, in the process, released much in the way of demand for the product that Cedric and Purity Baking couldn't have anticipated.

Stores across the Upper Midwest sold their allocation of Svenska Limpa quickly, and in the process, Purity Baking could NOT keep up with the unbelievable demand, especially after the baking pans ran out.

In the end, Taystee was forced to essentially revise the campaign as it wound up proving too popular, with much in the way of consumer dissatisfaction ensuing.

A FOOTNOTE:

Within a few weeks after the initial slip, Cedric had in the WCCO studios for interview then-Minnesota Governor Luther Youngdahl, himself of Swedish descent, and proud of it. During an on-air lull in the interview, Governor Youngdahl coached Cedric on the correct pronunciation of "Svenska Limpa," adding the proper Swedish lilt as well.

Back to SLC Introduction