BBC Two of competition since ITV's launch in 1955, and both had aimed for a populist approach in response. The 1962 Pilkington Report on the future of broadcasting noticed this, and that ITV lacked any serious programming. It therefore decided that Britain's third television station should be awarded to the BBC. Prior to its launch, the new BBC2 was promoted on the BBC Television Service: the soon to be renamed BBC1. The animated adverts featured the campaign mascots "Hullabaloo", a mother kangaroo, and "Custard", her joey. Prior to, and several years after, the channel's formal launch, the channel broadcast "Trade Test Transmissions",
Frozen custard a smoother texture and helped the ice cream stay cold longer. In their first weekend on the boardwalk, they sold 18,460 cones. A frozen custard stand at the 1933 World's Fair in Chicago introduced the dessert to a wider audience. Following the fair, the dessert's popularity spread throughout the Midwest; Milwaukee, Wisconsin, in particular, became known as the "unofficial frozen custard capital of the world". Per capita, Milwaukee has the highest concentration of frozen custard shops in the world and the city supports a long-standing three-way competition between Kopp's Frozen Custard, Gilles Frozen Custard and Leon's Frozen Custard. Frozen custard