Advertising Campaign Materials
name: label: Collection Creator
content: Carvel, Tom (Thomas Andreas Carvelas), 1906-
label: Collection Creator
content: Carvel Corporation.
setName: label: See more items in
content: Carvel Ice Cream Records
unitdate: label: Date
content: 1957-1989
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
identifier: label: Identifier
content: NMAH.AC.0488, Series 6
objectType: label: Type
content: Archival materials
scopecontent: label: Scope and Contents
content: Series 6: Advertising Campaign Materials

Includes advertising bulletins, formula service bulletins, and packet information for the $5,000 advertising stores. This material, 1957-1989, was used to keep franchise owners informed about the industry, the actions taken by the Carvel Corporation to assure the success of its individual franchise owners, and how the Carvel Corporation helped each of them promote their business through advertising.

The advertising bulletins are general correspondence written primarily by Tom Carvel. These bulletins inform franchise owners of industry and corporate news, modifications in daily operations (such as C.O.D. deliveries of commissary orders) and the announcement of new promotional items. They further discuss the reasons for increases in product cost and generally keep the franchise owner informed about changes in the industry.

The formula service division bulletins consist of story boards for television commercials and manuals for standard operating procedures. The manuals describe the step-by-step process and necessary ingredients for making Carvel ice cream desserts. They served to create uniformity of product and service within the chain.

The $5,000 advertising store campaign material, dating from 1971-1972, consists of a kit for preparing advertisements for local newspapers, bulletins, and special mailings. The Carvel Ice Cream Corporation stipulated that new franchise owners make a $5,000 "contribution" to be used for the advertising of their individual store. This material offers a systematic approach for promoting and increasing customer traffic from the initial grand opening onwards.