Remembering Karmo Sanders: The Heart and Humor Behind Maine's Beloved Birdie Googins

Celebrating the Life and Legacy of Karmo Sanders: The Beloved 'Birdie Googins' Who Enchanted Maine with Laughter and Artistic Passion

Karmo Sanders, affectionately known as “The Marden's Lady,” left an indelible mark on the cultural landscape of Maine through her memorable portrayal of Birdie Googins in Marden's television commercials. With her vibrant personality and strong Maine accent, Sanders became a beloved local celebrity, captivating audiences from the mid-2000s until 2013. Her recent passing at the age of 74 in her Scarborough home has prompted heartfelt tributes from fans and colleagues alike, recognizing her significant influence within the local entertainment scene.

Jake Marden, co-owner of Marden's and grandson of the company’s founder, reflected on Sanders’ creative contributions to the commercials. He noted how she infused Birdie with unique mannerisms and speech patterns that resonated with Maine’s distinctive culture. "She brought those to the table," Marden remarked, emphasizing Sanders' role as a professional actress with a master's degree in theater. This expertise allowed her to embody the quirky character of Birdie Googins, transforming the commercials into beloved segments that showcased both humor and a slice of local life. The chemistry between Marden and Sanders further enhanced the charm of the commercials, creating a dynamic that appealed to viewers across the state.

Aside from her iconic television presence, Sanders enjoyed a rich and varied career in theater. She performed in numerous productions across Maine, New Hampshire, and Kentucky, showcasing her versatility as an actress. Alongside her husband, Jerry, she ventured into writing and producing musicals, including “The Gold Rush Girls” and “Spellbound!” Their collaborative work extended to the musical revue “Radical Radio,” which delighted audiences with its engaging performances. Sanders' creative talents and love for the arts left a lasting impression, not just on Marden's commercials but also in the theater community where her works continue to be celebrated.

After Jerry's passing in 2013, Sanders pivoted to filmmaking, co-writing and acting in the short film "Face It," which gained recognition at both the Vancouver and Sarasota film festivals in 2015. She further expanded her reach as a playwright with "Homer Bound," a comedy that continues to be produced throughout New England. Sanders also dedicated her time to teaching aspiring artists as an adjunct professor at the University of Southern Maine, sharing her passion for playwriting and acting with the next generation. Her ability to connect with people translates into her performances and teaching methods, leaving behind a rich legacy in artistic education.

Sanders was more than just a recognizable figure on screen; she was a talented comedian who brought laughter to audiences wherever she performed. "She just made you laugh," shared longtime shopper Cheryl Osborne, capturing the essence of Sanders’ appeal. Her relatable humor and ability to connect with people allowed her to foster a sense of community among her fans and further bolster Marden's business during her time as Birdie. With each quirky catchphrase and engaging story, Sanders crafted an unforgettable persona that resonated deep within the hearts of Mainers, reflecting the warmth and character of the state she loved.

Born as Martha Lello in Norway, Maine, in January 1951, Sanders is survived by her daughters, siblings, grandchildren, and a host of nieces and nephews who cherish her memory. She was also the sister-in-law of renowned Maine singer-songwriter David Mallett, who passed away in 2024. As a testament to her impact on the community, her family announced public visiting hours at Hobbs Funeral Home in South Portland, allowing friends, fans, and colleagues to pay their respects.

The world of celebrities is often perceived as glamorous and distant, but figures like Karmo Sanders remind us that local talent can resonate profoundly within their communities. Through her theatrical prowess, her portrayal of Birdie, and her contributions to the arts and culture of Maine, Sanders left behind not only a legacy of laughter but also an inspiration for future generations of artists. Her story is a celebration of creativity, passion, and the power of character—a true icon whose spirit continues to shine brightly in the hearts of fans and fellow artists alike.