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Story of Our Tagline


It just came out! It wasn’t planned. No high-profile PR company came up with it… it just happened.

When Art Ginsburg first appeared on television, he was featured on a local morning talk show in Albany, New York. After he’d prepare his recipe each day, he and the host, Mimi Scott, would always finish the segments by tasting the dishes. Art felt like something was missing by just ending his spots that way, so one day he finished with a big “OOH IT’S SO GOOD!!”

After finishing a few more shows that way, Art was walking down the street and someone pointed at him and said, “Hey! It’s the ‘OOH IT’S SO GOOD!!’ guy!”  When it kept happening, he knew he had found something. From then on, it became his signature tagline – a “gimmick” that has become woven into the fabric of the Mr. Food Brand.

In 1995, “OOH IT’S SO GOOD!!” became a registered sound mark with the U.S. Patent and Trademark Office. Only a handful of sound marks have been deemed worthy of this distinction, including the theme song of the Harlem Globetrotters, the roar of the MGM lion, the familiar call of Tarzan, and the NBC chimes. All of us at Mr. Food are proud to be in such good company.

Today in the Mr. Food Test Kitchen we realize that no one can say it quite like Art did, but our television segments continue to find lots of ways for everyone to say …