First Song - Yes Indeed

10-2-4 Ranch

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First Song - Yes Indeed

10-2-4 Ranch • Episode 37

30 minutes

Part of a 85-episode series

Episode Description

A lively Dr. Pepper Parade is hosted by Jack Arthur and features cheerful majorette Peggy Pepper, alongside musical performances and comedic sketches. The show includes various songs, jokes, and humorous stories involving characters like Private Molasses and Sarge January, who face challenges while preparing a meal for a general, mixing up menus and dealing with food shortages. As they attempt to serve a decent lunch, comedic misunderstandings arise, showcasing their antics in the army kitchen. Throughout the program, there are reminders about the benefits of drinking Dr. Pepper, emphasizing its refreshing qualities and the idea of taking a break with it at 10, 2, and 4. The show wraps up with a song about love and the excitement of youth, promising listeners another entertaining episode next week.

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10-2-4 Ranch

10-2-4 Ranch is a classic 1940s Old Time Radio western-themed musical variety program, created as part of a nationwide advertising campaign for Dr Pepper. Rather than telling ongoing cowboy stories, the show used a friendly “ranch” setting as a backdrop for music, light banter, and sponsor messaging built around Dr Pepper’s famous slogan: “Drink a bite to eat at 10, 2, and 4.” Airing in short, approximately 15-minute episodes, 10-2-4 Ranch featured popular western and contemporary music performances, often by well-known acts of the era such as Sons of the Pioneers, alongside announcer segments that seamlessly folded advertising into the entertainment. The tone was upbeat, informal, and family-friendly—designed to be easy listening during daytime hours while reinforcing the idea of Dr Pepper as a mid-day energy pick-me-up. The program was sometimes billed under related titles such as 10-2-4 Time, reflecting slight format shifts, and is occasionally confused with other Dr Pepper–sponsored radio shows from the same era. Today, 10-2-4 Ranch stands as a clear example of mid-century branded radio at its best—where western music, variety entertainment, and advertising blended together into a uniquely nostalgic listening experience.

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