BGSU Magazine Winter 2012
The BG Madman
"I was a junior copywriter in my twenties, and only a few years out of Bowling Green," Berger recalled, as he described the birth of one of his most famous advertising jingles in 1973.
"I had the idea for the BK campaign but none of the jingle writers in New York seemed to be able to come up with a tune the head creative director liked. In those days, I could play the guitar a little bit, and so I started fooling around with the lines 'hold the pickle, hold the lettuce.' I said to the creative director: 'Here's a tune — whaddya think?' Aside from the fact I couldn't sing a lick, the rest is history."