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Schwegmann was an outspoken [[conservative]], particularly on matters of economics and government reform. He used his grocery store advertisements to espouse his political views. He often used pithy expressions, witty statements, or philosophical insight in an attempt to convince his customers to adopt his political views. He spoke out on a plethora of issues, including price-fixing, the [[Pentagon Papers]], [[taxation]], and the Louisiana Superdome. He set forth his opinions in mini-editorials that were part of the advertising for the grocery chain. He printed the names of candidates that he supported on company shopping bags.
Schwegmann was an outspoken [[conservative]], particularly on matters of economics and government reform. He used his grocery store advertisements to espouse his political views. He often used pithy expressions, witty statements, or philosophical insight in an attempt to convince his customers to adopt his political views. He spoke out on a plethora of issues, including price-fixing, the [[Pentagon Papers]], [[taxation]], and the Louisiana Superdome. He set forth his opinions in mini-editorials that were part of the advertising for the grocery chain. He printed the names of candidates that he supported on company shopping bags.
Schwegmann did not to seek a second term in the state Senate but chose to run for governor in a bid to succeed the term-limited John McKeithen.
Schwegmann did not to seek a second term in the state Senate but chose to run for governor in a bid to succeed the term-limited John McKeithen.
He selected a state House colleague, Representative Parey Pershing Branton, Sr. (1918-2011), from tiny Shongaloo in Webster Parish in northwestern Louisiana. Schwegmann, who had served with Branton in the House when both were freshman legislators, came from about as far south in Louisiana as one could live, and Branton came from the far northern portion of the state. Geographically, if not philosophically, the Schwegmann-Branton ticket spanned the length of the Bayou State. Edward Kennon was also a lieutenant governor candidate that year. He finished third in the balloting with 162,944 votes. He and Branton competed for some of the same voters in northwest Louisiana.
He selected a state House colleague, Representative Parey Pershing Branton, Sr. (1918-2011), from tiny Shongaloo in Webster Parish in northwestern Louisiana. Schwegmann, who had served with Branton in the House when both were freshman legislators, came from about as far south in Louisiana as one could live, and Branton came from the far northern portion of the state. Geographically, if not philosophically, the Schwegmann-Branton ticket spanned the length of the Bayou State. Edward Kennon was also a lieutenant governor candidate that year. He finished third in the balloting with 162,944 votes. He and Branton competed for some of the same voters in northwest Louisiana.
Schwegmann campaigned throughout the state but was unable to sway voters. Though his advertising made him appear to be bombastic, outspoken, and extroverted, he was the opposite on the campaign trail: meek, introverted, almost shy in meeting strangers. Schwegmann received only 92,072 votes, a weak fifth-place showing. The fiscally conservative message plugged by Schwegmann and Branton was moreover rejected statewide. The three top candidates for governor, Schwegmann's state Senate colleague, [[J. Bennett Johnston, Jr.]], of [[Shreveport]], then [[U.S. Representative]] [[Edwin on Edwards]], of Crowley in Acadia Parish, and former Congressman (later to return to Congress) [[Gillis Long]] of [[Alexandria, Louisiana|Alexandria]]. Edwards and Long were identified with the [[liberal]], [[Populism|populist]] wing of the party, while Johnston was considered somewhat moderate. Only fourth-place candidate, former Governor Jimmie Davis was considered more in the conservative faction of the dominant Louisiana party.<ref>''Congressional Quarterly's Guide to U.S. Elections,'' Louisiana Governor, Democratic Primary, 1971.</ref>
Schwegmann campaigned throughout the state but was unable to sway voters. Though his advertising made him appear to be bombastic, outspoken, and extroverted, he was the opposite on the campaign trail: meek, introverted, almost shy in meeting strangers. Schwegmann received only 92,072 votes, a weak fifth-place showing. The fiscally conservative message plugged by Schwegmann and Branton was moreover rejected statewide. The three top candidates for governor, Schwegmann's state Senate colleague, [[J. Bennett Johnston, Jr.]], of [[Shreveport]], then [[U.S. Representative]] [[Edwin Edwards]], of Crowley in Acadia Parish, and former Congressman (later to return to Congress) [[Gillis Long]] of [[Alexandria, Louisiana|Alexandria]]. Edwards and Long were identified with the [[liberal]], [[Populism|populist]] wing of the party, while Johnston was considered somewhat moderate. Only fourth-place candidate, former Governor Jimmie Davis was considered more in the conservative faction of the dominant Louisiana party.<ref>''Congressional Quarterly's Guide to U.S. Elections,'' Louisiana Governor, Democratic Primary, 1971.</ref>
Schwegmann, however, did run nearly five thousand votes ahead of another conservative primary candidate, three-term Lieutenant Governor Clarence C. "Taddy" Aycock (1915-1987) of Franklin in St. Mary Parish, who floundered badly in his [[Governor|gubernatorial]] campaign. Edwards and Johnston went into the second primary, which Edwards won by a close vote. Edwards then defeated Schwegmann's Jefferson Parish neighbor, Republican [[David C. Treen]] in the [[general election]] held on February 1, 1972. Parey Branton, meanwhile, barely registered in the lieutenant governor's race: he polled 53,295 votes, left state politics, but later served eighteen years as the mayor of Shongaloo.
Schwegmann, however, did run nearly five thousand votes ahead of another conservative primary candidate, three-term Lieutenant Governor Clarence C. "Taddy" Aycock (1915-1987) of Franklin in St. Mary Parish, who floundered badly in his [[Governor|gubernatorial]] campaign. Edwards and Johnston went into the second primary, which Edwards won by a close vote. Edwards then defeated Schwegmann's Jefferson Parish neighbor, Republican [[David C. Treen]] in the [[general election]] held on February 1, 1972. Parey Branton, meanwhile, barely registered in the lieutenant governor's race: he polled 53,295 votes, left state politics, but later served eighteen years as the mayor of Shongaloo.