MAYTAG PAIR TOUR CANADA SIDE BY SIDE
By Adnews Staff
The Maytag Man, Ol' Lonely, and his new apprentice began a Canadian promotional tour in Toronto yesterday as part of the launch of Maytag's new Wide-By-Side refrigerator. The refrigerator is designed to offer the widest refrigerator and freezer space available in a side-by-side design. Maytag's repairman Ol' Lonely has been portrayed by actor Gordon Jump for the past 11 years. A recently-introduced apprentice character, portrayed by actor Mark Devine, joined Jump in February for Maytag's "Quest for Perfection" advertising campaign. The campaign is running throughout the year focusing on different appliance features. A new spot promoting the ClimateZone feature of the Wide-By-Side refrigerators will air in Canada at the end of June. The ClimateZone function consists of temperature control drawers that automatically set storage temperatures for specific food groups such as produce, citrus and meat. The current promotional tour runs this week with the Maytag Man and his apprentice appearing at stores and events in Ontario and British Columbia. Public relations and the promotional campaign for Maytag Canada, based in Burlington, ON, are being handled by Advance Planning/MS&L of Toronto. Advertising for Maytag is done by Leo Burnett.