Advertising Recipes: Lunch Boxes

I went through my collection of vintage magazines and found several ads that were aimed at the home front housewife in charge of packing lunches during rationing. A few of these ads also included recipes, and I thought they might be a fun way to continue our discussion about packed lunches this month. Today I chose ads that showcase sandwich spreads that added protein, a punch of flavor, and helped stretch rationed foods like butter.

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The first ad for today was in the April 14, 1944 issue of The Family Circle. I’m having a bit of trouble finding any information about Beverly Peanut Butter or the Table Products Company, but I’ll keep searching and update if I can. I liked the illustration in this advertisement. Notice the style of lunch boxes. One man has a vacuum bottle, possibly a Thermos, and the other man has a glass bottle with a straw. Beverly Peanut Butter’s marketing folks also made sure that the ad included that the peanuts were only from the United States and that the product was jarred fresh. Housewives were encouraged to keep their home front fighters and future soldiers healthy, so the ad mentioned that the peanut butter has protein and vitamins A and B1.

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This French’s Mustard ad from the August 1943 issue of Woman’s Day was all about packing lunches for hard-working men. Again, you can see the flip-top lidded lunch box, and a small insulated bottle that perhaps held a warm soup.

Butter was rationed in the United States beginning in March of 1943. The French’s advertisement included a recipe that would help stretch a housewife’s sandwich butter. Since it also mentioned that French’s is “especially delicious with meat or cheese,” we decided to have the mustard-butter as an addition to a ham sandwich. We’ve never tried this combo before.

French’s Mustard-Butter

Blend 2 tbsp of mustard into 4 tbsp of softened butter or margarine.

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Results

We used butter for our spread. Most of the testers like mustard. I like it in small amounts, so I was curious to see what the addition of butter would do to the bite that mustard usually has.

I toasted the bread and I spread a moderate amount of the mustard-butter on one slice. I topped that with a slice of ham and some Swiss cheese.

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I was pleasantly surprised. The butter made the mustard less sharp. You could also taste the butter in addition to the mustard. I had thought the butter flavor would be lost due to the fact that mustard is definitely the strongest flavor. The mixture was creamy and easy to spread. It would be an interesting addition to your condiments, and it could also act as a fun conversation starter when you have guests.

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I’m glad we tried this, and I’ll be adding more recipes from ads in the future. I’ve also added some images to my 1940s lunch boxes board on Pinterest.

Do you use this mix of butter and mustard on your sandwiches? Do you know anything about Beverly Peanut Butter? Leave me a comment below.

 

 

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