Heath’s 1970′s Super Crunch with NFL Hall-of-Famer Dick Butkus!

CC_Heath Super Crunch TITLE PLATE

Today we’re looking back at a bar first released in 1971 under the Heath brand and whose initial marketing push became intimately tied to fierce linebacker and NFL legend, Dick Butkus.  Let’s take a look at the Heath Super Crunch!

Heath’s Super Crunch bar first launched in 1971 with a straightforward marketing push highlighting just how super it was:

Heath - Super Crunch - That about says it all - candy trade magazine advertisement - September 1971

Heath – Super Crunch – That about says it all – candy trade magazine advertisement – September 1971

At the time, Super Crunch was the first new bar launched under the Heath name in 39 years.

Someone in the Heath marketing department must have taken note that Chicago Bears linebacker Dick Butkus was being referred to by the nickname “Super Crunch” and acted fast to sign him on to endorse their fledgling bar because by January of 1972 he was appearing in trade ads promoting it:

Heath - Super Crunch - Is Here - Dick Butkus - candy trade magazine advertisement - January 1972

Heath – Super Crunch – Is Here – Dick Butkus – candy trade magazine advertisement – January 1972

Here’s an early trade clipping featuring Butkus with Heath’s then-director of marketing Edward Core:

Heath Super Crunch - Heath Signs Butkus - candy magazine trade clipping - April 1972

Heath Super Crunch – Heath Signs Butkus – candy magazine trade clipping – April 1972

I don’t have an example of that first standard-size Super Crunch bar wrapper in my collection, though I do have an early 1970′s 6-ounce version with a t-shirt mail-away offer that also features spokesman Dick Butkus!:

Heath - Super Crunch - Dick Butkus Crunch in the Mouth t-shirt offer - 6 1/4 oz chocolate candy bar wrapper - 1970's

Heath Super Crunch – Dick Butkus – t-shirt offer – 6 1/4 oz chocolate candy bar wrapper – 1970′s

The reverse of that wrapper features Butkus wearing the “Crunch in the Mouth” t-shirt along with two lucky kids – here’s a better look [Note Butkus' trademark jersey #51]:

Heath Super Crunch - Dick Butkus t-shirt offer photo - 1970's

Heath Super Crunch – Dick Butkus t-shirt offer photo – 1970′s

The next two wrapper examples I have to show are both of the fund raising variety.  My suspicion is that after a few years, Heath’s Super Crunch bar was discontinued from standard distribution, but was kept in production as a fund raising offering.

Heath - Super Crunch - fund raising - 2 oz chocolate candy bar wrapper - 1977

Heath – Super Crunch – fund raising – 2 oz chocolate candy bar wrapper – 1977

The fund raising Super Crunch wrapper remained nearly identical in 1982, though the size changed, as seen here:

Heath - Super Crunch - fund raising - 1_7 oz chocolate candy bar wrapper - 1982

Heath – Super Crunch – fund raising – 1.7 oz chocolate candy bar wrapper – 1982

The Heath company would be acquired by Leaf in 1989 and then Hershey in 1996, but those acquisitions don’t explain the nature of this next Super Crunch wrapper:

Caldwell Farms - Super Crunch - fund raising - 2.25 oz chocolate candy bar wrapper - 1980's

Caldwell Farms – Super Crunch – fund raising – 2.25 oz chocolate candy bar wrapper – 1980′s

The Heath name appears nowhere on this Caldwell Farms version of Super Crunch.  My best guess is that, perhaps Heath sold off their fund raising division to a third party – in this case Caldwell Farms.  Whatever the case, it’s interesting to note that the brand changed hands before it disappeared entirely.

And that’s everything for today’s post and our coverage of Heath’s 1970′s Super Crunch bar and it’s famous spokesman, the legendary NFL linebacker, Dick Butkus!

See you next time!

About Jason Liebig

A New York City based writer, editor and sometimes actor. After spending much of the 1990′s in the comic book business helping tell the stories of Marvel Comics’ X-Men as series editor, he has since split his time between developing his own entertainment properties while still consulting and working on others. Having been described as “the Indiana Jones of lost and forgotten candy”, Jason is one of the country’s premier candy collectors and historians with his discoveries appearing in countless blogs, magazines, newspaper articles, and books. Always happy to share his knowledge and unique perspectives on this colorful part of our popular culture, Jason has consulted with New York’s Museum of Food and Drink and has also been a featured guest on Food Network’s Heavyweights, France’s M6 Capital, and New York’s TheActionRoom.com. My Google Profile+
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2 Responses to Heath’s 1970′s Super Crunch with NFL Hall-of-Famer Dick Butkus!

  1. Bill R says:

    Surprising that they added crisped rice to the bar without any kind of new & improved tag line there. Unless they did, but the wrapper is still MIA…

    • Jason Liebig says:

      Bill,

      My guess is that there was a break in time between the period when the bar was sold to standard retailer and when it returned as a fund raising product. So the change in formulation could have happened in that down period. Though I’m entirely guessing.

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