You guys, “It’s the Great Pumpkin Charlie Brown” is on TONIGHT! What’s more, this is 50th anniversary and I’m totally geeking out. I love “Great Pumpkin.” It’s sweet and classic and they say “tricks or treats.” But there is another reason why I’m so fond of the show, watching “Great Pumpkin” is where I realized that maybe I enjoyed advertising more than the average kid.
You see, for me Peanuts holiday specials and their years-long sponsor, Dolly Madison, (makers of fine snack cakes) are inextricably linked. 1980’s Aunt Mary greeted the Dolly Madison ads as a welcome part of the show, an old friend that was as much a part of the tradition as every pumpkin in the patch or ghost costume. Even now when I watch a Peanuts show I have a deep sadness that they no longer run the sponsor card for Dolly Madison. “Can’t they just add it in for nostalgia’s sake?” I think, even though I know they can’t.
When “Great Pumpkin” first aired in the 1960’s, the opening sequence included a shout-out to their sponsors. The nod was edited out for later viewings, though Dolly Madison continued sponsoring the show into the 1980’s.
Dolly Madison used the Peanuts characters in their advertising and packaging from the 1960’s through the 1980’s. Hostess, makers of Dolly Madison cakes, announced plans to stop producing snack cakes in 2012, though subsequent communication indicated a plan to relaunch in the future.
Happy watching! May your pumpkin patch be sincere and your rock treats be few.