A bologna mascot upstages Santa every year in the St. John's, N.L., Christmas parade
Kids and adults alike waved, cheered and scrambled to get selfies with the star of the annual Christmas parade in downtown St. John's, N.L., on Sunday morning.
But it wasn't the man in red they were after; their man's suit was a mild, intestinal pink.
The Maple Leaf Foods Mr. Big Stick mascot is a waving, walking, cylindrical stick of bologna -- complete with a top knot -- which has been a staple of the city's parade for over 25 years. According to the meat company, Mr. Big Stick is unique to Newfoundland, and the St. John's parade is his main regular gig.
Gaylynne Gulliver, spokesperson for Downtown St. John's, the city's business association, said it's tough to pin down exactly why the Big Stick mascot is such a draw.
"I think that it's just so random and ridiculous," she said in a recent interview. "He's a baloney with arms and legs, and it's just really funny!"
She said she'd never imagined she'd spend so much of her career fielding questions about a person dressed up as a tube of processed meat.
Maple Leaf doesn't track bologna sales by province, but the company said in a recent email that Atlantic Canada is by far the largest consumer of its Big Stick product. The mascot has been around since 1987, and it's been taking part in the Christmas Parade for over 25 years.
"Maple Leaf Foods recognizes the affinity, love and nostalgia that Newfoundlanders have for Big Stick as it is unofficially part of the fabric of Newfoundland," the company said.
Though most Canadian consumers might know bologna as a lunch meat packaged in thin slices, in Newfoundland and Labrador the meat has a different form. Consumers can buy intact logs -- they're sold in in 1.2 or 4.5-kilogram formats -- and slice it themselves. Or they can head to their local corner store where the clerk will slice it -- "thick or thin?" -- and price it by the pound.
Amanda Pierce works at Whites Mini Mart, which is one of several St. John's convenience stores selling bologna, and she said people get "super excited" about it.
"We can sell upwards of four Big Sticks a week, if not more," Pierce said in an interview. "I think it's an easy meal. You can make a quick sandwich, or quick fry it up, you know what I mean?"
Pierce said she doesn't eat bologna much herself, but when she does, she likes it barbecued or served with eggs for breakfast.
Gulliver agrees that bologna is a "way of life" in the province, which could help explain why adults with no children regularly head to the parade to high-five Mr. Big Stick.
"He's become nothing short of a phenomenon," she said. "There's T-shirts, Christmas ornaments, keychains ... there are so many pictures that are taken of him."
Though Maple Leaf said the reception each year makes the man in the bologna suit feel like a "rock star," his identity is kept quiet.
That's by his choosing, Gulliver said. He loves playing Mr. Big Stick, but he's a shy, quiet guy who doesn't want the personal attention.
"He's a baloney of few words," she said.
This report by The Canadian Press was first published Dec. 4, 2022.
CTVNews.ca Top Stories
B.C. tenants evicted for landlord's use after refusing large rent increase to take over neighbouring suite
Ashley Dickey and her mother rented part of the same Coquitlam duplex in three different decades under three different landlords.
Mountain guide dies after falling into a crevasse in Banff National Park
A man who fell into a crevasse while leading a backcountry ski group deep in the Canadian Rockies has died.
Expert warns of food consumption habits amid rising prices
A new survey by Dalhousie University's Agri-Food Analytics Lab asked Canadians about their food consumption habits amid rising prices.
MPP Sarah Jama asked to leave Ontario legislature for wearing keffiyeh
MPP Sarah Jama was asked to leave the Legislative Assembly of Ontario by House Speaker Ted Arnott on Thursday for wearing a keffiyeh, a garment which has been banned at Queen’s Park.
Charlie Woods, son of Tiger, shoots 81 in U.S. Open qualifier
Charlie Woods failed to advance in a U.S. Open local qualifying event Thursday, shooting a 9-over 81 at Legacy Golf & Tennis Club.
Ex-tabloid publisher testifies he scooped up possibly damaging tales to shield his old friend Trump
As Donald Trump was running for president in 2016, his old friend at the National Enquirer was scooping up potentially damaging stories about the candidate and paying out tens of thousands of dollars to keep them from the public eye.
Here's why provinces aren't following Saskatchewan's lead on the carbon tax home heating fight
After Prime Minister Justin Trudeau said the federal government would still send Canada Carbon Rebate cheques to Saskatchewan residents, despite Saskatchewan Premier Scott Moe's decision to stop collecting the carbon tax on natural gas or home heating, questions were raised about whether other provinces would follow suit. CTV News reached out across the country and here's what we found out.
Montreal actress calls Weinstein ruling 'discouraging' but not surprising
A Montreal actress, who has previously detailed incidents she had with disgraced Hollywood producer Harvey Weinstein, says a New York Court of Appeals decision overturning his 2020 rape conviction is 'discouraging' but not surprising.
Caleb Williams, Jayden Daniels and Drake Maye make it four NFL drafts with quarterbacks going 1-3
Caleb Williams is heading to the Windy City, aiming to become the franchise quarterback Chicago has sought for decades.