{"id":20911,"date":"2017-04-15T11:13:00","date_gmt":"2017-04-15T15:13:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20911"},"modified":"2026-10-15T11:17:38","modified_gmt":"2026-10-15T15:17:38","slug":"throwback-vlasic-stork","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/throwback-vlasic-stork\/20911\/","title":{"rendered":"Throwback: Vlasic Stork"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">What does a wisecracking stork have to do with selling pickles, anyway? Ever since 1974, a friendly, funny stork has been delivering pickles into the homes of families and pickle enthusiasts everywhere. He\u2019s the&nbsp;<a href=\"http:\/\/www.vlasic.com\/about\/\">Vlasic Stork<\/a>, who also goes by&nbsp;<a href=\"https:\/\/twitter.com\/vlasicstork\">Jovny<\/a>&nbsp;as his first name (according to his social media profiles) and was even inducted into our Madison Avenue Walk of Fame in 2010. Let\u2019s find out more about this character\u2019s backstory and how his look has shifted over the decades.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"[broken] Vlasic Pickles - &quot;Now That&amp;apos;s The Best Tastin&amp;apos; Pickle I Ever &amp;apos;Hoid!&quot; (1982)\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/YXiBgiFzKio?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">During the 1970s, the national birthrate was dropping and managers at&nbsp;<a href=\"http:\/\/www.vlasic.com\/meet-the-stork\/\">Vlasic<\/a>&nbsp;dreamed up a Spokesbird to represent the Vlasic pickle brand, using the old wives\u2019 tale that women often crave pickles during their pregnancy. The character wore glasses on his beak, a red bowtie, a blue mailman hat bearing the brand\u2019s name, and had Groucho Marx-inspired vocals courtesy of voice actor Doug Preis. He marketed Vlasic as \u201cthe pickle pregnant women crave\u201d because of how delicious they were.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this spot, the Stork passes around dill pickles for everyone to taste test. As everyone crunches into their pickles, they wave them in the air like cigars, a nod to how the Stork himself does it, and declare, \u201cNow that\u2019s the best tasting pickle I ever heard!\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"It\u2019s time for lunch at Vlasic HQ\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/eTS6S3af1og?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Vlasic stork was an overnight hit with consumers, who loved this newfound pickle connoisseur. Over the years, everything from his character design to his tagline has been tweaked for the next generation of consumers. There was a tagline revamp in 2008 in a campaign from Publicis &amp; Hal Riney switching out \u201cthe best tasting pickle\u201d for \u201cthat\u2019s the tastiest crunch I ever heard.\u201d And in 2010, the Vlasic Stork underwent a dramatic new redesign from Merkley + Partners into a slender, CGI-Spokesbird. However, the edgy new look didn\u2019t pan out in the long run with consumers. Rather than get caught in a pickle, Vlasic chose to return to his original design and tagline.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These days, you can catch up with&nbsp;<a href=\"https:\/\/www.youtube.com\/channel\/UCsFtCKityZWVBlFoxyDKHcA\">Jovny on YouTube<\/a>&nbsp;where he reveals what life at the Vlasic HQ is really like including behind the scenes glimpse at how cucumbers become pickles, copy machine mishaps, and what he\u2019s actually snacking on during lunch. (Big hint: they\u2019re crunchy, green, and come in a jar.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What does a wisecracking stork have to do with selling pickles, anyway? Ever since 1974, a friendly, funny stork has been delivering pickles into the homes of families and pickle enthusiasts everywhere. He\u2019s the\u00a0Vlasic Stork, who also goes by\u00a0Jovny\u00a0as his first name (according to his social media profiles) and was even inducted into our Madison Avenue Walk of Fame in 2010. Let\u2019s find out more about this character\u2019s backstory and how his look has shifted over the decades.<\/p>\n","protected":false},"author":26,"featured_media":20912,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Throwback: Vlasic Stork | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/throwback-vlasic-stork\/20911\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Throwback: Vlasic Stork\" \/>\n<meta property=\"og:description\" content=\"What does a wisecracking stork have to do with selling pickles, anyway? Ever since 1974, a friendly, funny stork has been delivering pickles into the homes of families and pickle enthusiasts everywhere. He\u2019s the\u00a0Vlasic Stork, who also goes by\u00a0Jovny\u00a0as his first name (according to his social media profiles) and was even inducted into our Madison Avenue Walk of Fame in 2010. 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