A shelf featuring boxes of "Threaded Wheat" (Shredded Wheat) has, on its front, a factory-styled structure in the background and a river waterfall in the foreground (a stylized representation of Shredded Wheat's longtime factory in the New York State city of Niagara Falls). The melody of "By a Waterfall" is heard (sung by unbilled Wini Shaw), as the water cascades to the shelf below and rains over round (unnamed) cardboard containers depicting an umbrella-holding girl resembling the familiar image from "Morton Salt". Nearby, a raincoat-wearing boy on a package of "Uneedum Crackers" (Uneeda Biscuit), hears her singing, steps off, walks to her label and joins her in a Dick Powell–Ruby Keeler-styled duet from Warners' 1933 musical Footlight Parade, while still holding his oversized box of crackers.
