Word: sokolof
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...feel that I have developed a rapport with the American public," Sokolof says. "They like the fact that a little guy in Omaha is sitting here and taking on Nabisco, a $25 billion corporation. I've had some success, and I've made a lot of money, but compared with Nabisco, I'm a pimple on an elephant's fanny...
Having whipped the food processors into line, Sokolof redirected his fire. In yet another POISONING ad last April, he took on the fast-food chains, focusing on the largest. MCDONALD'S, a subheadline charged, YOUR HAMBURGERS HAVE TOO MUCH FAT! A combination of a Big Mac and French fries, the ad reported, was "loaded" with 25 grams of saturated fat, and those French fries were cooked in fat-laden beef tallow...
Undaunted, with few exceptions, major newspapers ran another Sokolof ad in July. This one was headlined MCDONALD'S, YOUR HAMBURGERS STILL HAVE TOO MUCH FAT! AND YOUR FRENCH FRIES STILL ARE COOKED WITH BEEF TALLOW. The ad noted that Burger King and Wendy's were also culpable and reported an Advertising Age poll revealing that 38% of Americans who saw Sokolof's first set of ads had decreased their patronage of fast-food restaurants. It also pointed out that laboratory tests conducted for the New York Times had confirmed the accuracy of those...
Fast-food resistance began to crumble under the assault. By the end of the month, Burger King, Wendy's and finally McDonald's announced that they were switching to healthy vegetable oils for cooking French fries. And they began working harder to develop leaner burgers. "The dominoes have fallen," Sokolof said. "I couldn't be happier. Millions of ounces of saturated fat won't be clogging the arteries of American people...
...Sokolof, born in Omaha in 1922, has always enjoyed center stage. Starting tap-dance lessons at age six, he soon won first prize at a children's talent show. He still recalls the drill. "Left, right, shuffle, shuffle, tap, tap," he says, his body swaying with the remembered rhythm. At nine, he made the first of his many career changes, taking voice lessons and singing at weddings and bar mitzvahs. After high school, he took to the road for four years as a vocalist with a succession of bands, performing in ballrooms and nightclubs across the country...