Before there was Billy Fuccillo, Kaufman’s “jolly little baker” was Buffalo’s ubiquitous pitchman on radio and TV.
Buffalo News archives
As much as the unique, dense rye bread that still sparks life in the palates of Western New Yorkers, our yearning for Kaufman’s rye bread is tied to the fact that the taste is forever linked to that 18-second jingle, permanently implanted in the subconscious of generations of Buffalonians, which many of us could still sing on demand.
Sam Freedman bought the small neighborhood Kaufman’s Bakery in 1937. After several expansions, in 1968 Kaufman’s moved from a cramped East Ferry Street location to the mammoth building — the former Hall’s Bakery — on Fillmore near Main.
Buffalo News archives
Kaufman’s bakers Gottleib Zeintl and Sam Freedman in 1990.
The giant loaf of Kaufman’s was on the roof until 2004, when Stroehman Bakeries — which bought out the Freedman family in 2000 — closed the Buffalo plant. Buffalo not only lost an iconic brand, but the neighborhoods surrounding the bakery — including Parkside and Central Park — no longer woke up to the smell of fresh bread being baked for the first time since at least 1915, when Hall’s bread wagons were hitched on the front corner of what was then the Buffalo Cement Company property of Lewis Bennett.
Aside from the well-remembered rye bread, Kaufman’s rolls were a part of the purely Buffalo experience at Ted’s Hot Dogs and many other restaurants.
BUFFALO, NY – It’s an amazing transformation that happens somewhere in our brain. At some point, judging by the numbers of hits they receive, the terrible TV commercials once hated and vilified, become that for which we search YouTube.
Many things annoy us about the spots by which we are regularly bombarded. The seeming ubiquity when they are on radio, TV, billboards, print. The fact that many are cheaply or poorly produced, or just based on an asinine idea that shouldn’t even have been written on the big sheet of paper in the brain storming session, let alone the idea that will not haunt hundreds of thousands of memories into perpetuity.
Perhaps worst is when, for no one particular good reason, the spot is just plain annoying.
The problem becomes, love them or hate them, they become familiar, a little warm. Annoying, but somehow comforting, in that it’s always there. And then, sometime, even decades after they go off the air, you get a yearning to love and hate them all over again. The hatred for the ad in question turns to hatred for the internet when you can’t mine that nugget you are trying so desperately to remember, so you can properly forget again.
The classic example of this is the Kaufman’s rye bread commercial. This jingle ran over and over on Buffalo TV for 20 years.
Whenever I give a talk about Buffalo, I play that, and people smile and sing along. They hate it, but love it. That jolly little baker is the perfect animated definition of frienemy. Almost scary happy smiles while people say, “I hate that!”
But they love to hate it. We all do. We love to hate terrible commercials. Don’t make me list the commercials you hate today that you will one day search for on the 2037 version of YouTube.
All of this came to mind when I was going through some video recently for a friend, and found some commercials that if you lived through the 80s in Buffalo, you will certainly remember them. And maybe even enjoy watching them once before going back to hate.
I found one of the more popularly hated and loved commercials of the 70s and 80s when i was doing research on the book I wrote about Irv Weinstein. A commercial so popular, people who were too young to have ever seen it in the first place still say FUN WOW even though they aren’t sure why–
Amusement Parks can be especially deadly when they are trying to appeal to kids. This is one from 1989 that I just uploaded. I consider this the definitive version of the Marineland jingle, with King Waldorf singing, and the kids filling in the words.
Fantasy Island and Marineland… Fondly familiar to see those spots once– maybe not again for a while now. But here’s one you might wind up looking at again::
Two Buffalo institutions in this one, but even while WKBW morning man Dan Neaverth is shilling for Bells, he has to work in a reference to the country’s newest amusement park: Darien Lake Fun Country::
Danny of course known as a DJ, and doing Channel 7’s weather outside… He wasn’t the only 1980s spokesman to come from a different line of work to sell a product. Jim Schoenfeld sold City Mattresses for years.
A few more:
Check out the “state of the art” computer they are bragging about at Fay’s Drugs in 1981:
The sound track on this 1989 Genny Light spot is pure 80s. So are the women, as Genesee mocks the 80s trend of filling beer commercials with women in bikinis instead of beer.
Finally, here’s one that put Lackawanna on the map in the late 80s… You may have forgotten about it, and you’ll probably hate me for reminding you.