Those of us who lived in the Little Rock area in the 1950's remember Benny Craig and his famous radio broadcasts of the Arkansas Traveler baseball team.  When the Travelers were behind and needed a lift he would say "Put another loaf of Bread on the Radio."

Benny Craig, the Colonial Bread Man, did the 6 o'clock sports on KTHV. He also called the Arkansas Traveler baseball games on radio station KXLR. But he didn't call them from the field. He sat in the picture window of the Colonial Bakery at 201 North Cross Street in downtown Little Rock wearing his Colonial Bakery uniform with the goofy hat that looked like a police officer's except that where the badge should be there was a Colonial Bread logo. He read the plays off of the ticker, which you could hear clicking in the background, and rang a bell every time the Travelers got a hit. Benny Craig's signoff was always the same, "This is Benny Craig, the old bread man, signing off, and remember it never cost an extra cent to be a good sport."