Checkerboard


November 2024

In This Issue
  • A Heated Contest with an Advertising Twist
  • Father Time Used in Advertising-Part II
  • Charting the Course of Celluloid Bookmarks
  • Indy Ad Show: Corrected Date
  • Video: Appalachian Story of Old Country Stores
  • Wanted Items

A Heated Contest With An Advertising Twist

By Don Thornton

Seventy-five years ago this December, there was a prodigious advertising event featuring First Lady Eleanor Roosevelt, early television celebrity Art Linkletter, the plush Waldorf-Astoria Hotel, the New York City subway system and a small plastic token.


In 1949, executives at Pillsbury Mills, Inc. (later Pillsbury Company) wanted to celebrate the company’s 80th birthday with a new and exciting promotion designed to captivate the attention of the nation, especially the main customers of its flour, the housewife. What resulted was the “Grand National Recipe and Baking Contest,” very successfully promoted with a national advertising campaign.

 

It was launched in early August of that year -- with a twist. Newspaper advertisements (image below) across the nation shouted out the possibility of winning $50,000, but warned it was for a contest to be announced later. The gimmick was a small plastic token, pictured at the top of the ad. “All over America grocers are giving their customers free tokens like this. Get yours today – and save it,” the ad said in part. “Yes, it’s a fact! Just one token like this may help you win $50,000 cash in a Pillsbury contest to be announced soon.”

The tokens are 1 1/8-inches in diameter and marked: PILLSBURY BEST FLOUR on one one side and on the other: SAVE THIS TOKEN IT MAY HELP YOU WIN $50,000 IN PILLSBURY CONTEST CLOSING OCT. 31, 1949. And there was hole for a key chain.

Print advertisements in mid-September, including full-page color splashes in national magazines, revealed the contest and its rules, which included using only Pillsbury’s Best Flour. It was easy, just fill out the entry form and submit your favorite recipe with the winner taking home a $25,000 prize.

 

The ads (image below) featured drawings of the token with the message: “Get a free token like this from you grocer. Your prize money will be doubled if token accompanies a winning recipe.”

The contest captivated the nation’s attention and thousands of entries flooded in. According to one report, the media jumped on the story and dubbed it the “Bake-Off Contest.” In turn Pillsbury jumped on the name, successfully applying for trademarks for “Bake-off” and “Pillsbury Bake-Off” for its future contests (image right).

Following the October 31 deadline, Pillsbury home economists narrowed the entries down to 100 finalists, all of whom were invited to an expenses paid trip to New York City for a live baking competition on December 12 hosted by Linkletter at the Waldorf-Astoria Hotel.

A blurb on the back of the postcard shown to the left (postmarked 1949) describes the hotel as: “Monumental in size and architectural grandeur, it easily dwarfs other hotels yet built or projected throughout the world. It ranks as one of America’s noblest buildings.”


Electricians installed 100 General Electric “Stratoliner” stoves in the hotel’s grand ballroom, tapping into the electric supply of the New York subway system for the needed extra power.

Following the competition, the 100 contestants were given the stove on which they cooked their recipes. The contestants also were awarded $100 each for their recipes, which became the property of Pillsbury for use in a wide number of promotional booklets and books (images below).

There were 109 cash prizes totaling $154,985 in 1949, with the winning prize of $25,000 going to Detroit homemaker Theodora Smafield and with the power of the token, it doubled to $50,000. Her recipe was for “No-Knead Water-Rising Twists ”.


At the close of the event Mrs. Roosevelt was given a bite of one of the twists and said, “It certainly was delicious.” The comment came in her newspaper column syndicated across the country a week after the contest.

 

She also wrote that she “thoroughly enjoyed my time” at what she called “a healthy contest and a highly American one. It may sell Pillsbury Flour but it also reaches far down into the lives of the housewives of America. These were women who ran their homes and cooked at home; they were not professional cooks.”

 

In a follow-up interview with her hometown newspaper, the Detroit Free Press, a week after the contest, “Teddy” Smafield disclosed the secret to her success.

 

“You have to like to eat and I do,” she told the newspaper in a front-page article.


In 2006, Pillsbury offered a slick promotional piece on the first winner’s ingredients and directions (front and back images below).

Father Time Used in Advertising-Part II

By Lee Davis

Editor's Note: This article is a continuation of last month's feature article about Father Time used in advertising.


Father Time, the allegorical figure which descended from the Greek God Chronos, is rarely seen today in print. But in the 19th and early 20th Century, Father Time was often portrayed on the cover of periodicals at the close of the old year and the beginning of the new year. Some of these included The Saturday Evening Post, Harper’s Weekly, The London Illustrated News, Gleason’s Pictorial Drawing Room Companion, Ballou’s Pictorial Drawing Room Companion, Frank Leslie’s Illustrated News, and several others.


In the days before photography, artists drew Father Time in various situations, and the public knew the figure from seeing him on covers. Manufacturers utilized Father Time to portray the durability of their products or as a means of warding off the effects of time, such as in beauty products. We seldom see Father Time today either in advertisements or on magazine covers….and it may be safe to say a sizeable portion of the population would not even recognize him.


The Gallery below presents additional images of Father Time used in advertising.

Charting the Course of Celluloid Bookmarks

Over the years, celluloid was a popular template for advertising of all types, including bookmarks. A national organization, known as the International Friends of Bookmarks, has published an impressive online guide for collectors of celluloid bookmarks, and many of the examples represent promotional advertising.


Click here to access this comprehensive and carefully researched guide, which is entitled, "Charting the Course of Celluloid Bookmarks". It was assembled by Laine Farley with contributions by L. Stewart Barr. Once on the organization's website, you can also download a PDF version of the guide.


The International Friends of Bookmarks represents collectors of all types and varieties of bookmarks, not just celluloid and not just advertising. This organization offers a myriad of creative and helpful resources to collectors. For example, they sponsor a Bookmark Swap. Interested readers are encouraged to check out this organization's engaging website at: www.ifobookmarks.org.

Indy Ad Show: Corrected Date

The next installment of the Indy Ad Show will take place on Saturday, March 15, 2025 at the Indiana State Fairgrounds in Indianapolis, Indiana. Regrettably, in the October issue of the Checkerboard, the date was reported incorrectly. Please correct your calendars because you certainly do not want to miss this amazing "must attend" event!

Video: Appalachian Story of Old Country Stores

In this seven minute video, you are led on a charming narrated tour of numerous country stores that served the small towns of Appalachia. Period photographic images serve as witnesses to the utility and dedication of the stores that were present in those local communities.


Click the arrow below to view this entertaining and heartfelt You Tube video. You may be presented with a commercial ad that you can skip through.

Wanted Items

In this column are those sought-after items of desire that seem to be elusive. If you know where any of these items can be acquired or if you have one available, please click the link to reply directly to the seeker. To place a listing in this column, click here. There is no fee for AAAA members. Up to three listings per member are permitted.


Santa Claus bar soap. Call 602 689-7779 or send email to goodfinds31@yahoo.com


"You Pay" Spinners Wanted. Colorful, early, tin litho only. Also known as "Who Pays" Spinners, "Your Turn" Spinners, etc. Used in drinking establishments to determine who pays for the next round. Please contact plefkov@gmail.com.


In search of Raven's Horse, Cattle & Poultry Food poster. Last sold Showtime Auction, April 2013. Dimensions: 13 1/2 x 21 1/2. Motivated buyer. Please call Ken Opengart at 256-520-5211 or email at kenopengart@gmail.com. To see a photo of the poster, click here.


US cigarette boxes, packs and wrappers from 1870-1935 wanted. Please text or email any you might have available for sale. Jon Canfield, joncanfield@gmail.com, 917-841-0275.


Pre-1885 advertising items related to barbed wire and farm fences. I am interested in primary material. Let me know if you have any items including illustrated catalogs, wire company published newspapers, illustrated postal covers and letterheads, flyers, signs, salesman samples, patent models or anything else related to my specific wants. Larry W. Love, wirefence@att.net, 214-497-6787.


Bulldog tobacco oval-top tin. Convention Hall coffee tin (Ridenour-Baker Kansas City) green version. Big Horn 1 lb or 3 lb coffee tin.  Tuxedo tobacco sample pocket tin (top condition). scross1@cox.net.


Philip Morris Tin & Porcelain Advertising Signs, thermometers, door push signs. Excellent to mint condition preferred. Daryl Crawford (804) 721-7294 or email drc4@msn.com


Justrite Pet Foods. The Justrite Company General Office was located in Milwaukee WI. A National Account. Advertising, displays, signs, tins, boxes all with logo on it. Most would come from the 1930s through 1950s. Thanks for the help… Gordon Addington. To reply, click here.


Old Topper Brewery Calendar of the late 1940s featuring a pin up artist nude in large format wanted. Always seeking any Rochester Brewery memorabilia. John DeVolder 585-697-4047 or jcdvette@yahoo.com.

 

"Jenny" Genesee Brewing Company's girl of the 1950s. Seeking cardboard point of sale-and other items that feature Jenny, who had a ten-year run from 1953 to 1963. Also interested in any cardboard point of sale items from the 1930s through the 1950s from any of the Rochester Breweries. John DeVolder 585-697-4047 or jcdvette@yahoo.com.


Coca-Cola 24" button porcelain sign with bottle in center. Want several in as close to mint condition as possible. Call 336-970-9867.

 

Books on Oil & Gas Collectibles. Also looking for books on signs. Call 336-970-9867.


Yellow Kid wanted: 50 year collector looking for the unusual. Reply to: yellowkid@tds.net.


Pedal Cars: Photos, postcards, calendars, catalogs and advertising related to pedal cars. To reply, click here.


Beer cans, soda cans, beer and soda tin-over-cardboard signs, cork-backed bottle caps, key-wind coffee cans, quart oil cans. Please email Jeff Lebo at jefflebo@aol.com.


Pedal car related items. To reply, click here.


Matchbook holders. To know what these are, see my articles in Checkerboard

for Nov. 2020 and May 2021. I will consider all items, in any material from plastic to gold, and not necessarily with advertising. Email Andy at matchbookholder@yahoo.com.


Cigarette Packs. Advanced collector looking to purchase vintage packs. Please contact Dheeraj by email: DHEERAJ.KHIYTANI@GMAIL.COM.


Donald Duck Goyer Coffee Cans; One pound can & 3 oz sample size in good condition with lids. Please send email with photos & prices to Jessica_l_Upton@yahoo.com.


Morimura Brothers (Japanese import company operating in NYC from 1880-1941) advertising items wanted: trade cards, pamphlets, catalog pages, salesman sample pages, porcelain items with advertising. To reply email at victdelit@aol.com.

 

DeLaval Items and Farm Advertising Signs. Always looking for top quality and unique items. Contact Gregg Hillyer at hogs2gregg@aol.com.


Antique advertising pertaining to country store or drug store products or places. Especially those showing women or girls with the product or location shown. I would consider any  antique advertising (paper, cardboard & metal signs). Quality a plus! Dale Peterson at cpeters2@sbcglobal.net.


Unusual one pound peanut butter tins. Tin litho or paper label. To reply, click here.

 

Marshmallow Tins. Smaller than 5 Pound Size. To reply, click here.

 

American Cookie, Biscuit and Cracker Tins and Boxes. To reply, click here


Banjo related advertising wanted Pre-1940s. Long time collector buying banjo company signage, catalogs, billheads, periodicals, minstrel banjo items such as posters, broadsides, sheet music (pre-1870s) with illustrated banjo covers, early photographs showing banjo players (pre-1915). My main collecting interest is in 19th century material. To reply, click here.


"Antique American Medicine Bottles" by M. Knapp... soft cover book with price guide. Printed in 2012. Cemartinjr@comcast.net or 781-248-8620. Also, see my other want ad for Clarke’s ephemera and bottles.


Looking for 3 Vintage Tins. American Eagle "Oriental Mixture" tobacco (dimensions approx. 6.5" long, 2.75" wide, 1.5" tall); 1 Gal. Indian Head Hydraulic Brake Fluid; and Packham´s Caramel Toffee. Any offer is welcome and any condition considered. To reply, click here.


Morton Salt, older items, and also Pacific Coast Borax, especially a crate or box. Email pego1950@hotmail.com or call Peggy Dailey 612-522-9211.


Comic Book-Related Advertising Items: Must be from before 1980. To reply, click here.


Clarke’s Vegetable Sherry Wine Bitters, Sharon, MA & Rockland, ME: All sizes, variants, smooth/pontil base. Especially need labeled Clarke’s any size! Also, any Clarke’s ephemera…trade cards, almanacs, newspaper ads, etc. Charlie Martin Jr., 781-248-8620. Email: cemartinjr@comcast.net.


George Petty: Advanced collector looking for unique or rare items. Photo’s, store displays and non paper items. NO Esquire pages. Pete Perrault. To reply, click here or call (502) 290-7661.


Ice Cream Advertising: Mr. Ice Cream desires better graphic ice cream advertising including: postcards (Advertising and RPPC), trade cards, letterheads, billheads, booklets, poster stamps, blotters, magic lantern slides, pinbacks, watchfobs, and pocket mirrors. Allan Mellis, 1115 West Montana St. Chicago, Illinois 60614-2220. mellisfamily@rcn.com To reply, click here.


Stock food, poultry food, veterinary advertising wanted. Posters, medicine packages, give-aways. Email kenopengart@gmail.com or call (256) 520-5211.


Singer Sewhandy Model 20. Green-regular paint, not hammertone. To reply, click here.


National Biscuit Company, Nabisco, Uneeda Biscuit, Uneeda Bakers, Muth Bakery, NBC Bread toys, signage, tins, containers, displays, historical items. Please Email jbarney@ameritech.net or call (937) 205-2232.


Early Cigarette Rolling Papers: Pre-1940s - American, Zig Zag, Braunstein Freres, Bambino, and Ottoman papers wanted. To reply, click here.


Antique/Collectible Banking and Financial System "Giveaway" and advertising items. Specifically from Pennsylvania. Alarm devices and such. To reply, click here.


VITAMINS advertising, displays, signs, bottles, and anything related: Hadacol is an example. Most would come from the 1930s thru the 1970s. Also anything related to cod-liver oil and WEIGHT-LOSS, REDUCING, ANTI-FAT, and OBESITY ITEMS. To reply, click here.

 

Dwinell-Wright Co. Royal Ground Spice Cardboard Spice Boxes. One side displays horizontally. Approximately 3.75" by 2.25". Any type of spice is OK. To reply, click here.

 

ENSIGN Perfect and ENSIGN Perfection vertical pocket tobacco tins to enhance my collection. Feel free to contact me at 614-888-4619 or k8pyd@breezelineohio.net to see if you can help fill the voids.

        

Edmands Coffee Company, Edmands Tea Company, 1776 Coffee, American Beauty Tea, Japan Tea, Devonshire Tea, (imported by Edmands, Boston/Chicago): Any items such as tins, signs, paper, or anything else related to the Edmands family of companies in Boston is desired. To reply, click here.

The AAAA Checkerboard is a monthly e-newsletter that is made available to all AAAA members at no cost. The mission of the Checkerboard is to increase knowledge about antique and collectible advertising among AAAA members. The Checkerboard also provides news and updates about AAAA. It is produced each month with the exception of the four months per year when the award-winning PastTimes print newsletter is published. Paul Lefkovitz (plefkov@gmail.com) serves as the Editor of the AAAA Checkerboard. Copyright 2024, Antique Advertising Association of America.

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