The Kraft Music Hall

The Kraft Music Hall was a popular variety program, featuring top show business entertainers, which aired first on NBC radio and then television from 1933 to 1971.

The Kraft Program debuted June 26, 1933, as a musical-variety program featuring orchestra leader Paul Whiteman and served to supplement print advertising and in-store displays promoting Kraft products. During its first year the show went through a series of name changes, including Kraft Musical Revue, until it finally settled on Kraft Music Hall in 1934. Whiteman remained the host until December 6, 1935. Ford Bond was the announcer.

Billed as "The King of Jazz", Whiteman was arguably America’s first popular music superstar. Whiteman’s foresight regarding the coming of the jazz age and his decisions to hire the best jazz musicians was a powerful boost for jazz, swing and blues. Though he was prohibited from hiring black performers, he hired arrangers and composers.

Bing Crosby took over as master of ceremonies January 2, 1936. Crosby was host until May 9, 1946. Other entertainers who appeared regularly during Crosby's tenure included Connie Boswell, Victor Borge, and Mary Martin. A review in Billboard magazine commented, "It is a tribute to Bing Crosby, program's highlight, that the Music Hall seems to survive all talent change -- these changes simply pointing up the fact that the show is completely dependent on Crosby."

For the advertising managers at Kraft, it was imperative that advertising and entertainment be kept separate. For this reason, Kraft insisted that an announcer, not cast members, read its commercials. Additionally, Kraft commercials were single-product focused during the radio days, short and to the point in order to keep with Kraft's philosophy that quality entertainment led listeners up to the commercials, dropped them into the commercials, and took them back to the show, as evidenced by the broadcast of June 15, 1944: When Crosby and Marilyn Maxwell finish singing “Take It Easy”, Crosby segues to the ad with, “Check it friends, The Charioteers (the studio chorus) will further demonstrate immediately after my colleague glibly hustles prospective purchasers.” Announcer Ken Carpenter commences a 39-second spot extolling the virtues of Kraft Dinner – “Well, I can tell you of macaroni and cheese that helps you three ways. Saves cooking time, saves shopping time, saves ration points.”

...
Wikipedia