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End of The Line for Rice-A-Roni Ads Featuring SF Cable Car

May 13, 1987

SAN FRANCISCO (AP) _ It’s the end of the line for San Francisco’s cable cars in Rice-A-Roni television ads, which after nearly three decades will now have monks, inmates and circus performers as stars.

The new ads also will not include the snappy jingle touting Rice-A-Roni as ″The San Francisco Treat.″

″Hopefully, it will be the New York treat and the Buffalo treat,″ said Charles Decker, vice president of advertising for Quaker Oats Co., which makes Rice-A-Roni.

The ads have been replaced by a series of commercials boosting the flavored rice-and-pasta product as a dish that will ″please everybody.″

The new ads were developed by the Chiat-Day advertising agency in San Francisco. Instead of San Francisco street scenes, the ads show groups of monks, prison inmates and circus performers who may not agree on everything, but all like Rice-A-Roni.

Market research showed that the old slogan, first used in 1958, ″didn’t have any meaning,″ said Bill Fanning, a management supervisor at Chiat-Day.

″It didn’t say anything about the brand,″ he said.

Quaker acquired the Rice-A-Roni brand last year when it bought Golden Grain Macaroni Co. from Oakland’s DeDomenico family for $275 million. Rice-A-Roni was a DeDomenico family recipe before the company started selling it in the late 1950s.

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