Martha White Continues 50-Year Love Affair With Bluegrass Music; IBMA Female Vocalist of the Year Featured in Advertising

Feb 26, 2003, 00:00 ET from Martha White

    NASHVILLE, Tenn., Feb. 26 /PRNewswire/ -- While many consumer brands have
 only recently discovered music as a marketing vehicle, the Martha White(R)
 brand is reinforcing its 50 year commitment to bluegrass and country music
 with a new print ad featuring IBMA Female Vocalist of the Year Rhonda Vincent.
     (Photo: )
     The advertisement, which drops in the Sunday coupon section in newspapers
 across the South, features Vincent and her "Ragin' Cornbread" recipe that won
 the celebrity cook-off at last year's National Cornbread Festival.
     Vincent -- who tours nationwide with her band, The Rage, in the "Martha
 White(R) Bluegrass Express" tour bus-- is following in the footsteps of
 bluegrass legends Lester Flatt and Earl Scruggs as ambassador for the Martha
 White brand.
     Beginning in 1948, Martha White sponsored Nashville's world-famous Grand
 Ole Opry, airing commercials between songs.  The bond strengthened in 1953
 when Flatt & Scruggs and the Foggy Mountain Boys were signed to barnstorm the
 South, singing the praises of the brand's flour and cornmeal.  Soon known as
 the "World's Greatest Flour Peddlers," they began singing what has become a
 bluegrass standard -- "Now You Bake Right With Martha White."
     "It is a privilege to be featured in the upcoming Martha White
 advertisement continuing the tradition of Flatt & Scruggs," said Vincent.  "My
 band and I grew up on cornbread and Martha White flour, and I have a great
 appreciation for the history of the brand. "
     The leading brand of Southern baking mixes and ingredients, Martha White
 was founded in 1899 in Nashville, Tenn.
     CONTACT: Amanda Henley or Paige Trivett 615-244-1818

SOURCE Martha White