Food Packaging – Gravy
In Woodhams-Stone Collection, Norton
Many museums have food packaging in their collections, often still recognisable today. Brand leaders, once established, tend to retain that position. Many recognisable names from the 1920s and 30s are still known today, including Bisto and OXO.
A concentrated meat extract product had been developed in the 1840s, but it was only in 1910 that a cubed product was launched under the trademark of OXO. During World War One, 100 million individually-wrapped OXO cubes were provided to the British Armed Forces. OXO is most associated with the stock cube, but also makes gravy and other related products.
You may be surprised to see that OXO was originally advertising itself as a product for ‘illness and convalescence’ too. This is no longer part of modern advertising campaigns for gravy products, but continues to be a marketing strategy for a range of other foods and drinks.
OXO has often been marketed at families. It had two successful long-running advertising campaigns featuring families, first from 1958 to the early 70s, and again throughout the 1980s, this time with Lynda Bellingham as the mother.
Click on the photo to enlarge it.
Bisto was developed as a product that would guarantee perfect gravy, launching with a full-page advert in the Daily Mail on February 4, 1910.
Following Bisto’s initial success, the artist Will Owens was commissioned to create the Bisto Kids in 1919 – with their flat caps, ragged clothes and the slogan ‘Ah! Bisto’.
Click on the photo to enlarge it.
Talking Points
Bisto
Look closely at the image of the ‘Bisto Kids’ – are you surprised by how they are dressed?
Based on the image of the ‘Bisto Kids’, who do you think was the original target audience for Bisto?
Oxo
What uses can you see for OXO from the list on the tin? Do any surprise you?
Would you view gravy as healthy, unhealthy or something else?
What products nowadays claim to have health benefits? Do you think in the future any of them will stop being marketed that way?
Thinking wider
Do you think tin is a good material for food packaging?
What do you think are the advantages and disadvantages?
What packaging from your homes is worth keeping?
Why do you think advertising featuring families has been successful for these products?
In the Classroom
Design
Create a new campaign for this product or for a product of your choice.
Collect
Food packaging is often disposable and easily discarded. Collect some contemporary packaging for posterity. Create a display of interesting packaging.
Watch the Video
Travel back in time to explore a 1950’s shop in this short film created at Ryedale Folk Museum.
Watch The Video With Subtitles
Hands on History
You can visit and explore a range of heritage ‘shops’ in museums across North Yorkshire, including at Richmondshire Museum, Ryedale Folk Museum and Beck Isle Museum (pictured) in Pickering.
You can explore more of the Woodhams Stone Collection online.
Associated Objects
