Lemuel P. Twine [Hugh Herbert], though best known for steering Twine's Tasty Pudding Powder Company, is drawn toward public life when his wife, Minerva Twine [Catherine Doucet], quietly nudges him to run as a reform-minded mayor of their hometown, Witumpka Falls. With Minerva’s steady support behind him, Lem embarks on a campaign that promises to shake up local politics and bring a new sense of integrity to the town. The bid soon meets a powerful counterweight: Lester Cadwalader, Sr. [Guy Kibbee], the generous but calculating backer who hopes Lem’s ascent will help secure the re-election of the current mayor, Moe Carson [Edgar Kennedy], a schemer in his own right. The stage is set for a clash between idealism and influence, pitting a community-spirited campaign against entrenched interests.
The heart of the conflict pumps early on through a tangled romantic triangle. Helen Barbara Twine [Peggy Moran], Lem’s daughter, heads out on a date with Les Cadwalader, Sr.’s ambitious son, only to run into her ex-boyfriend Jimmy Hanagan [Tom Brown], recently returned from studies in advertising. Jimmy is working as a clerk at the Cadwalader family store, where his presence instantly stirs trouble. Jealousy flares when Les fires Jimmy, who quickly pivots to a new role as advertising director for the Twine company. On a shoestring budget and with big ideas, Jimmy enlists the help of Professor Asa Quisenberry [Gus Schilling] to push a bold marketing gimmick: Vitamin Z, a made-up “discovery” that supposedly makes the pudding irresistible and even enhances the female appetite. The plan hinges on a mock lab, a splashy press rollout, and a chorus of convincing—but staged—scientific claims.
The campaign’s gamble pays off in spectacular fashion. The newly branded Zumf pudding powder becomes a national sensation, and Witumpka Falls gains a reputation it never had before. Lem finds himself hailed as the town’s champion, even earning the title of Witumpka Falls Man of the Year from the Chamber of Commerce. In a glossy newspaper interview, Minerva beams with pride as she confirms the engagement of Helen and Jimmy, a development that ruffles Les Jr. and his father. The Cadwaladers, sensing their grip on power slipping, hatch a plan to discredit the Twines and salvage their influence over the town’s economy.
Suddenly the ground shifts. Cadwalader claims that Vitamin Z inexplicably vanishes from aging pudding and, after a series of tests on old batches, asserts that Zumf has no real trace in the product. They accuse Jimmy of bribing scientists and call his work a fraud. Humiliated, Jimmy leaves the Twine circle, while Lem continues to press his mayoral campaign on a platform of real rather than manufactured reform. The town’s mood becomes tense as the battle lines sharpen: can a truth-teller win against a financier’s carefully crafted illusion?
A surreal turn arrives one night when Lem encounters the supernatural. The ghost of his grandfather, Claudius, rises from a painted portrait on the wall and delivers a warning that deepens Lem’s resolve to root out corruption. The next morning, Lem joins forces with Jimmy and Quisenberry to expose the Cadwaladers’ treachery, presenting flyers that lay bare their schemes. In a dramatic rush, Moe Carson is confronted in public, and a fight with Les Sr erupts. The Cadwaladers’ manipulation is unmasked, and the town turns toward Lem as its elected mayor.
With the election settled, Lem urges Jimmy to seek reconciliation with Helen, gently guiding the two back toward harmony after a painful period of upheaval. The reconciliation proves tender and hopeful, signaling a new chapter for Witumpka Falls. As the town moves forward, Claudius watches from his painted frame with quiet approval, a watchful reminder of the lineage that influenced Lem’s path and the values that helped steer the outcome.
