Heluva Good marks 75th year

Heluva Good Quality Foods has launched an anniversary campaign to celebrate the Sodus company's 75 years in the dairy business. In-store displays, the company Web site, a special logo, and advertising will focus on the anniversary theme for the balance of the year.

According to Heluva Good's VP of Sales and General Manager, Jay Snedeker of Newark, the company's somewhat quirky name shaped the tone of the celebration. A television commercial produced for the occasion features a 75-year-old checker game, starting between two young men in the 1920's and evolving to the present time. The players are so distracted by eating Heluva Good cheese and dip that they fail to make a move on the board until the very end of the commercial. The TV commercial will air in Pittsburgh, PA, Syracuse, NY, Rochester, NY, and Albany, NY markets, according to Snedeker.

The company Web site and in-store point-of-sale materials also center on the anniversary theme. A special commemorative logo features company mascot 'Father Time' in a tuxedo beneath a banner reading 'Celebrating 75 Years of Great Taste.' A real-life, tuxedoed, Father Time was the center of attention at a recent trade show where he sat playing checkers and eating Heluva Good products in an old-fashioned country store. The display won a first place award.

Snedeker says Perry Messinger, founder of the company, created the company's unusual name. A visiting salesman at Messinger's country store tasted his cheese and proclaimed, 'That's a hell of a good cheese!' Messinger seized the moment and Heluva Good was born. The company now distributes its products in 20 states in the United States and throughout Canada.

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