"Templeton was down there now, rummaging around. When he returned to the barn, he carried in his mouth an advertisement he had torn from a crumpled m… - E.B. White

"Templeton was down there now, rummaging around. When he returned to the barn, he carried in his mouth an advertisement he had torn from a crumpled magazine.
How's this?" he asked, showing the ad to Charlotte.
It says 'Crunchy.' 'Crunchy' would be a good word to write in your web."
Just the wrong idea," replied Charlotte. "Couldn't be worse. We don't want Zuckerman to think Wilbur is crunchy. He might start thinking about crisp, crunchy bacon and tasty ham. That would put ideas into his head. We must advertise Wilbur's noble qualities, not his tastiness."