Promotional Freebies And Political Campaigns The Huckleberry Hound For President Movement

Introduction

In 1960, the television landscape witnessed an unusual political campaign that combined entertainment, marketing, and promotional giveaways. Huckleberry Hound, a popular cartoon character, was positioned as a presidential candidate in what was essentially an elaborate marketing campaign orchestrated by Screen Gems and Leo Burnett advertising agency. This multi-faceted promotion involved numerous television stations across the United States, including WTOL in Toledo, Ohio, which organized significant events featuring free promotional items for attendees. The campaign distributed buttons, balloons, and other campaign paraphernalia to thousands of people, creating a unique intersection of entertainment, politics, and product promotion.

The Huckleberry Hound Presidential Campaign as a Marketing Promotion

The Huckleberry Hound presidential campaign was not a genuine political endeavor but rather a sophisticated marketing strategy designed to increase visibility and engagement with the cartoon character. The campaign was orchestrated by Screen Gems, Columbia Pictures' television arm, and Leo Burnett, the advertising agency representing Kellogg's, which sponsored Huckleberry Hound's television show. The primary objective was to generate publicity and drive consumer interest in the character and associated products.

According to historical accounts, the campaign began almost accidentally. When a Screen Gems colleague asked Ed Justin, the merchandising chief, what was in store for Huckleberry Hound, he ad-libbed, "I think we'll run him for president." Two weeks later, the cartoon character had officially entered the presidential race. The campaign quickly gained momentum, with orders for buttons, picket signs, and balloons rolling in from various locations.

The promotional campaign extended beyond television appearances. Dell Publications released a comic book titled "Huckleberry Hound for President," and Golden Records distributed a long-play album with the same subtitle, "The Making of a Candidate," or "True Democracy in Action." The album included campaign songs dating back to 1826, up to "I Like Ike" and Huckleberry Hound's own campaign song. This multi-media approach demonstrated the comprehensive nature of the promotional strategy, leveraging various platforms to maximize exposure.

TV Station Involvement and Local Events

The campaign gained significant traction through partnerships with television stations across the United States. These stations organized local rallies, events, and promotional activities featuring costumed characters and campaign materials. The involvement of multiple local stations helped to create a national movement while maintaining local relevance and engagement.

One of the early rallies was organized by KHVH-TV Honolulu and the GEM department store. The crowd that gathered to greet Huckleberry Hound, along with campaign manager Yogi Bear and Quick Draw McGraw (slated for a high State Department post if Huckleberry won), exceeded the attendance at previous events featuring President Eisenhower and visiting royalty from Japan and Iran. The event was so large that traffic was tied up both in the air and on the ground, and the store had to lock its doors when 25,000 people had thronged inside.

In Roanoke, Virginia, WSLS-TV staged a rally at a baseball game, while WCCO-TV in Minneapolis mobilized 10,000 children when the candidate and his party appeared at the station's "Aquatennial" water show. Other stations involved in the whistle-stop tours included KDKA-TV Pittsburgh, WTOL-TV Toledo, WTVN-TV Evansville, Indiana, and KJEO-TV Fresno, California. The widespread involvement of these stations helped to create a sense of national momentum for the fictional campaign.

WTOL Toledo Event and Free Promotional Items

The WTOL-TV event in Toledo stands out as particularly significant in the Huckleberry Hound presidential campaign. The Toledo rally was notable not only for its size but also for the fact that it was the hometown of Daws Butler, the voice of Huckleberry Hound. According to reports from Sponsor magazine, a record 45,000 people showed up to nominate Huckleberry Hound for president, with Yogi Bear nominated as vice-president and Quick Draw McGraw as Secretary of Defense.

The WSLS tie-in at the local ballpark on July 26 featured the distribution of presidential buttons and balloons to over 3,000 people. These promotional items were free giveaways designed to generate excitement and engagement with the campaign. The buttons likely featured Huckleberry Hound's image along with campaign slogans, while the balloons would have served as visible symbols of support that attendees could take home or display in public spaces.

The Toledo event exemplifies how local television stations leveraged the campaign to drive community engagement while distributing promotional materials. The scale of the event—drawing 45,000 people—indicates the significant public interest in this fictional political campaign and the associated freebies.

Other Notable Campaign Events and Giveaways

Beyond the Toledo event, the Huckleberry Hound presidential campaign featured numerous other instances where promotional items were distributed to attendees. In addition to buttons and balloons, the campaign likely included various other campaign paraphernalia that fans could collect and display.

The campaign also extended to state fairs and other public events. For instance, costumed versions of Huckleberry Hound and Yogi Bear appeared at the Wisconsin State Fair, alongside other popular characters like the Three Stooges and Myron Floren. At such events, promotional materials would have been distributed to fair attendees as part of the marketing effort.

The campaign's reach extended beyond physical events into the homes of viewers through various media channels. Print media coverage of the campaign often included references to promotional materials, as evidenced by Chicago Tribune columnist Clarence Petersen, who mentioned receiving "one Huckleberry Hound for President kit" as one of his story-inducing freebies.

Media Coverage and Public Response

The Huckleberry Hound presidential campaign generated substantial media coverage across various platforms. Television stations actively promoted the campaign during their programming, with campaign materials appearing during station breaks and Republican convention telecasts. This coverage helped to amplify the reach of the promotional campaign and drive public participation.

Print media also covered the campaign extensively. In addition to the Chicago Tribune, the Los Angeles Times featured columns by Art Ryon that incorporated elements of the campaign. The Times had been a staunch ally of Richard Nixon until Otis Chandler took over as publisher in 1960, suggesting that the newspaper's political alignment may have influenced its coverage of this satirical political campaign.

The public response to the campaign was overwhelmingly positive, with large crowds turning out for rallies and events. The campaign's ability to draw significant numbers of people—exceeding even those attracted by sitting President Eisenhower—demonstrates the cultural impact of the promotion and the appeal of the free promotional items distributed to attendees.

The Business of Promotional Campaigns

The Huckleberry Hound presidential campaign exemplifies the business strategy behind using promotional giveaways as marketing tools. The campaign was not merely about entertainment; it was a calculated business endeavor designed to increase brand visibility and drive consumer engagement.

The campaign's business model involved multiple stakeholders: Screen Gems, the television arm of Columbia Pictures; Leo Burnett, the advertising agency; Kellogg's, the sponsor of Huckleberry Hound's television show; and numerous local television stations that organized events and distributed promotional materials. Each entity had a vested interest in the campaign's success, as it drove viewership, increased brand recognition, and ultimately contributed to commercial success.

The campaign also demonstrated the value of cross-promotion across different media platforms. By simultaneously leveraging television, radio, print media, and live events, the campaign created multiple touchpoints for consumer engagement and maximized the distribution of promotional materials.

Conclusion

The Huckleberry Hound presidential campaign of 1960 represents a fascinating intersection of entertainment, marketing, and promotional giveaways. Through strategic partnerships with television stations like WTOL in Toledo, the campaign distributed free promotional items—including buttons and balloons—to thousands of attendees, driving public engagement and generating widespread media coverage. The campaign demonstrates the effectiveness of using political themes and promotional giveaways to create excitement around a character or product. While the campaign was ultimately a marketing tool rather than a genuine political movement, its legacy endures as an example of innovative promotional strategies that leverage public fascination with political campaigns to drive consumer engagement and brand recognition.

Sources

1. Huckleberry Hound for President
2. Oscars 2025 List of Presenters