Step back in time to Saturday mornings, when a memorable jingle taught a generation the joy of a cheesy snack.
Overview
The "I Hanker for a Hunka Cheese" video is not a traditional music video, but rather a beloved public service announcement (PSA) from the Time for Timer series. Airing primarily on ABC during Saturday morning cartoon blocks, it debuted in the late 1970s and continued to be broadcast throughout the 1980s. The animated short features Timer, an anthropomorphic clock with a distinct Western persona, enthusiastically promoting healthy snacking, specifically a "wagon wheel" of cheese and crackers.
The PSA is instantly recognizable for its catchy jingle: "I hanker for a hunka, a slab or slice or chunka, I hanker for a hunk of cheese!". It served as a piece of "edutainment," designed to teach children about nutrition in an engaging and memorable way, encouraging them to choose wholesome snacks over less healthy alternatives.
Background
The character Timer originated in the 1973 ABC Afterschool Special "The Incredible, Indelible, Magical, Physical, Mystery Trip," before taking on his role as a healthy snack advocate in the subsequent PSA series. The "I Hanker for a Hunka Cheese" installment recast Timer as a cowboy, complete with a thick Western accent and boots, reflecting the rugged, wholesome image often associated with dairy products.
In the segment, Timer demonstrates how easy and delicious it is to make a "wagon wheel" snack using a slice of cheese and a cracker, emphasizing its nutritional value. The simple, direct messaging, coupled with the endearing character and memorable song, ensured its enduring place in the memories of a generation.
Cultural Impact
"I Hanker for a Hunka Cheese" became a defining moment in children's educational television and a significant piece of pop culture for those who grew up in the 1970s and 1980s. It’s frequently cited in discussions of childhood nostalgia, often alongside other beloved educational shorts like Schoolhouse Rock, despite not being part of that series. The jingle proved incredibly sticky, with many adults still recalling and reciting it decades later when craving or discussing cheese.
The PSA's impact extends beyond mere memory; it effectively drilled a specific healthy snack idea into the minds of millions of children. While some modern viewers retrospectively view it as a clever piece of "Big Dairy" marketing disguised as education, its effectiveness in promoting a specific food choice and creating lasting cultural touchstone is undeniable.
Fun Facts
- Timer was a little yellow, round character with skinny legs and cowboy boots, known for his Western accent in this particular PSA.
- Beyond cheese, Timer also advocated for other healthy snacks, including making popsicles out of orange juice, famously singing about "eating sunshine on a stick".
- The exact lyrics of the main hook are: "I hanker for a hunka, a slab or slice or chunka, I hanker for a hunk of cheese!".
- The PSA aimed to teach kids that cheese was a "snack that is a winner, and it won't spoil my dinner".
- Many people report that the phrase "I hanker for a hunka cheese" still comes to mind when they are grocery shopping for or craving cheese.
- The "wagon wheel" snack, as demonstrated by Timer, was a simple combination of cheese slices and crackers.