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Scope and ContentBaker's Coconut ad: Boys! Girls! Win a Free Summer In Camp! Just make his New Baker's Coconut Dessert - and write Mr. Muggs why you would like to go to camp! Double full-page color advertisement by (Franklin Baker Division) General Foods, (Hoboken, N.J.) as published in Life, March 29, 1954, pp. [48-49]. Clipped leaves, 20-1/2" x 14" high. Promoted Baker's Premium Shred Coconut (in box and "thrifty 8-oz. family size" in cellophane bag) and Baker's Southern Style Coconut brand, Luxury Shred. Mr. Muggs was the chimpanzee J. Fred Muggs who appeared on a morning television show (Dave Garroway's show.") "TUNE IN "Today", NBC-TV, featuring Mr. Muggs and Baker's Coconut." Contest ended with entries postmarked May 3 and received by May 7, 1954. A suggested dessert shown is called Muggs' Sundae, ice cream covered with coconut plus raisins or cherries used to a chimp face. While there were18 first prizes of the camp trip valued at $500, an appeal to moms who used included the cellophane bag with the entry and whose child won, received an extra $100. The cellophane packaging was presumably a recent innovation and was worth promoting.