The big news in the Bronx today is that the plant that the Stella D’oro Biscuit Co. will shut its doors this October. The move looks like a final FU to union workers who have been striking since last August. After a judge last week ordered the owners to reinstate the workers, the owner announced the plant was going to cease production in three months, which is the capitalist equivalent of “I’m gonna take my ball and go home.” Despite this latest episode, it’s worth remembering that Stella D’oro was once a top cookie brand. In fact, back when there were only three TV networks, it was something of a fixture, right up there with the “ancient Chinese secret” Calgon lady. Two ads from the 70s still resonate, including an ad in which a wife is unimpressed by expensive gifts like a new car or a gold watch, but warms to a bag of the company’s Swiss Fudge Cookies and a second one recounted here by Patton Oswalt (beware: this clip contains potty mouth) in which a depressed middle aged woman asserts that Stella D’Oro’s Breakfast Treats are good anytime, not just at breakfast. While those two ads are MIA, a somewhat more recent one on YouTube (shown here) shows a woman noisily eating her Stella D'oro Breadsticks during a symphony. All very memorable ads. But alas, great advertising will only take you so far. That’s just the way the cookie crumbles.
—Posted by Todd Wasserman