longwhitekid

Archive for the ‘Four Square Supermarkets’ Category

Sentiment For Sale

In Butland Industries, Christmas, Cinderella stamps, Conrad Frieboe, Crown Lynn, DIC department stores, Evelyn Clouston, Farmer's, Farmer's Trading Co., Farmers' Santa, Foodstuffs (NZ) Ltd, Four Square, Four Square Supermarkets, GHB grocery stores, Goldpack dried fruits, Goldpack Products, Good Housekeeping Brand stores, Hallenstein's, J. H. Whittaker and Sons, J.R. Butland, James Smith & Sons, James Smith Limited department stores, Maple Furnishing Co, McCall's magazine, Moggy Man, Moggy Man TT2, New Zealand School Journal, New Zealand Woman's Weekly, Newdick & Co cakes, Santa Claus, Santé bar, Titian Studios, TT2, Uncategorized, Whittaker's chocolate, Winstone Limited, Xmas, Xmas Parade on December 25, 2015 at 10.46

 

Four Square POS Sign  CHRISTMAS GREETINGS made for the  4 Square Four Square stores 1940S-1950s edit copy copy

Foodstuffs Ltd point-of-sale cardboard poster for a Four Square Xmas promotion, probably late 1950s-early 1960s. If you want to read about the history of this iconic brand and huge chain of grocery stores, I wrote about it here. Go for it. 

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Here we are back at the festive season again. I just don’t know what happened to this year; I do know that I’ve only managed to post about six times which is a marked difference from the previous years, understatement. At least a couple of those were substantial.
December the first marked five years of the Longwhitekid blog. I had a special image saved and everything, but even though I definitely had something to say on the occasion – I couldn’t make time to do anything with it.

This is the fourth or fifth annual Yuletide-themed post. Somehow I managed to gather a huge amount of Christmassy (yes, that is a term, because I say so) stuff into my file for this one; I’m not sure why that happened.  However I had a lot to choose from. So, I’ve focussed on the 1950s, 1960s and 1970s this time around -with a palette of red, blue, white and black (mostly). Inevitably, most of the images are commercially related hence the title of this article.

I’ll be back around new year with the regular article of the top fifty most popular images of 2015 as voted by my readers. It will probably be quite different since my membership went up by thousands (in part due to a mention in the NZ Herald) and some things got hundreds of likes. I sort of have an idea what the top image was, but the rest will be just as much as surprise to me as it will be to you. Until then, happy holidays and all that stuff.

Toby jug - Santa Clausa Crown Lynn Potteries Limited Portage Ceramics Trust collection edit copy

A Santa Claus Toby jug by Crown Lynn Potteries Limited, designed by Vic Lawson and manufactured between 1942-1957.  I have no idea how rare this is and if it would fetch the same kinds of prices as their other scarce ones like the Wahine (technically, the latter was mostly made by Titian Studios 1947 – 1970, before CL bought them out). Image courtesy of Portage Ceramics Trust collection at Te Toi Uku Clayworks (aka the Crown Lynn Museum), Auckland portageceramicstrust.org.nz

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1907-1960 Pt 3 1957 unknown hobbies and things to make poss Conrad Frieboe copy

An unsigned illustration from the New Zealand  School Journal, part 3, 1957. I’m guessing this is probably the work of Conrad Frieboe, who had a long career working for the Department of Education on various publications from the 1950s through to the 1970s as well as for book publishers and magazines like ‘Stitch’ ( for which he did beautiful work). Image courtesy of the  Doris Chadwick Collection of educational publications,  D233, NZ School Journals Vols 51, 1907-1960 , UoW Archives. 

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Whittaker's Sante Does Exist Campaign Xmas 2012 edit copy

Advert from Whittaker’s chocolate Christmas campaign, 2012. Sante does indeed exist, and has for a very long time in Aotearoa. Although the line has almost become a ‘brand’ in its self for this company, it was once considered pretty much generic – and everyone from ‘Hudson’s’ to ‘Beatall’ had a crack at it over time.

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DIC Santa photograph holder Owain Morris collection edit

Cover of a Christmas brochure for DIC department stores. This chain, originally named the ‘Drapery and General Importing Company of New Zealand Ltd’, was founded in 1884 by one of the Hallensteins – Bendix (1835-1905). He was also responsible for founding, earlier in 1873, what was to become Hallenstein Brothers – one of the country’s most successful brands historically, and still going today. DIC grew to at least thirteen stores around the country until it was phased out in 1991, after being taken over by rival Arthur Barnett’s. Image courtesy of Owain Morris collection.

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Santa parade  1958 along Cambridge Terrace Wellington City Libraries

Santa parade of 1958, along Cambridge Terrace, Wellington. This must be the same annual James Smiths Ltd  department stores-sponsored one that travelled the same route, which I wrote about here. Image courtesy of  Wellington City Libraries collection.

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Z Farmers Free Bus from K Rd arriving at the Farmers store with Santa on guard - Graham C Stewart from the Garth Stewart collection edit copy

Farmers Trading Company’s famous free bus from Karangahape Road, arriving at the Hobson Street store with Santa in place in his original location. Of course this building is now a boutique hotel,  so these days he is on the front of the Whitcoull’s store in Queen Street, where he’s been placed every season for quite some time now. In recent years his lascivious wink and beckoning finger have been removed because parents are weird about stuff that’s all in their head and nobody else’s. Thanks for making Santa dirty, folks. Image possibly taken in the early 1970s (this looks like one of those old green buses), courtesy of Graham C. Stewart, from the Garth Stewart collection.

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The Maple Cake tin The Maple Furnishing Co KRd edit copy

A promotional Christmas cake tin given as gifts to customers of ‘The Maple.’ Presumably this refers to home decorating institution the Maple Furnishing Co Ltd, which was on the north side of Karangahape Road, Auckland near Symonds Street, as well as branches in Onehunga and  Wellington. It had been around since the 1910s, being known for high end furniture – including designer Featherston of the famous and highly collectable chairs. You can see another 1920s picture of the business here. It was purchased by Smith and Brown in about 1970 who had a chain of over twenty stores around the country. It became Smith & Brown & Maple but only lasted until around 1979. I am guessing this tin dates from the early-mid 1960s.  I suspect it may have been done for the business by cake manufacturers Newdick & Co who were also situated close by and are known to have specialized in decorative Xmas tins to market their products. 

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Santa Parade 1969 High St Dannevirke Tip-Top Moggy Man  Dannevirke Museum

Santa Parade, 1969, High Street,  Dannevirke. Tip-Top’s ‘Moggy Man’ novelty started out as the iconic baby boomer icy treat the ‘TT2’ in the fifties – and lasted into the 1970s. I’ve previously written about the historical development of the product here. Image courtesy of the Dannevirke Museum collection.

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Vintage Christmas Decorations 1950s-1960s courtesy Gertrude Snyder Vintage Treasure In Martinborough page

Glass Christmas tree decorations dating from the 1950s to 1960s. We used to have these on our family tree and some went back to my great-grandparents who had owned them before WWII. Every year the hoard would shrink as inevitably one would get broken somehow; the wind, or the cat – or a clumsy child. Image courtesy of Gertrude Snyder, Vintage Treasure In Martinborough at facebook.com/vintagetreasurenz  or vintagetreasurenz.com

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Family around the Christmas tree from the Oamaru Mail 1965 North Otago Museum edit copy EDIT copy

A family around the Christmas tree, from the Oamaru Mail, 1965. Image courtesy of the North Otago Museum collection.

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Doris Chadwick Collection D233 UoW NZ School Journal Pt 1 & 2 1957Evelyn Clouston Manger Xmas Jesus copy

Illustration by one of my favourite Kiwi illustrators, Clouston. Evelyn Maryon Clouston was born in Auckland in 1906, and had a lengthy career designing for the School Publications Branch, Department of Education in Wellington , as well as for various publishers such as Whitcombe & Tombs and Paul’s Book Arcade. She also worked for publishers in London for a spell. Image from NZ School Journal, Parts 1 & 2, 1957, courtesy of the  Doris Chadwick Collection of educational publications,  D233, NZ School Journals Vols 51, 1907-1960 , UoW Archives. 

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GHB Xmas Club (1966) GHB STORES

An advert from a GHB cookbook, published 1966.  GHB was a smaller, lesser known chain of grocery stores with a self line (tea, soap powder, etc), that existed from the 1950s until some time in the 1980s. It stood for ‘Good Housekeeping Brand’ (I don’t think it had anything to do with the magazine of the same name). They were still significant enough to issue several versions of this tome through the fifties and sixties. I get the idea it was located around the upper half of the North Island only.  Locations I know of were Auckland, Dannevirke, Pahiatua, Kaikoura, and Hawke’s Bay. Image courtesy of Mike Davidson collection. 

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F Winstone staff Christmas Childrens party lolly scramble Flletcher Trust all rights reserved Item #6351P fs 28 edit copy

Remember lolly scrambles? They’re probably a thing of the past now because everyone’s so precious about OHS issues. When I was a kid we were inevitably in Northland during the holidays – and in Waipu candy would be thrown out of a low-flying helicopter by  a rather daring, but dedicated Santa. They would never let Saint Nick do that these days, I’m guessing. Winstone staff’s children’s Christmas party, image courtesy of the Fletcher Trust, all rights reserved, ref #6351P/28. fletcherarchives.org.nz

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GOLDPACK XMAS CAKE A CLASSIC Butland - Judith Ann Field_BulletinNo7_2-1 copy edit copy

These two recipes from Goldpack are almost considered  Kiwi classics as perhaps anything out of the good old Edmond’s ‘Sure To Rise’ cookbook is. I covered the topic of the Xmas cake and pud here when I wrote about this Butland Indstries brand back in September 2012.

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Cinderellas  Xmas Christmas ONLY  1954-1980 copy edit copy

A ‘Cinderella’ issued by the New Zealand Tuberculosis Association in 1955 to raise charity funds. Cinderellas were a kind of stamp that were not official New Zealand post issue and were primarily decorative. They usually served two main purposes – fund raising or promotion. As such, they are their own special area of collecting and some can fetch high prices – such as early pigeon post stamps. Colourful and charming, they were popular during the festive season and I have a collection of Christmas ones that I will probably feature next year.

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Mcalls Xmas mag 1960s edit

Now, this one is special to me. It’s an American  McCall’s magazine – but they were sold in New Zealand. My mother was a bit of a fan, especially of the annual Christmas issues – and we had stacks of them sitting around that went back to the mid sixties. The Yuletide issue was always an amazing, over the top extravaganza; the kind of Christmas you could only dream of. The cakes, desserts and gingerbread house spreads were especially amazing, covered in Yankee candies that you could not get down under. I’m not sure of the date for this particular one, but it would be after 1964.

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NZ WOMAN'S WEEKLY XMAS EDITION magazine for December 3 1952 edit copy

New Zealand Woman’s Weekly magazine, early December edition, 1953.

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santa parade over the years 1966 nzheraldconz

One of the images recently featured by the New Zealand Herald in an article on the Farmers Santa parade over the years. This one was taken in 1966. Presumably courtesy of the Herald’s own collection.  nzherald.co.nz 

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UoW New Zealand School Journal Pt 3 1957 Conrad Frieboe edit copy

Another illustration from the New Zealand  School Journal, part 3, 1957. It looks like it’s signed ‘L.F.’ but it’s actually C.F., so definitely the work of the very talented Conrad Frieboe, whom I have already covered up near the top of this post. Image courtesy of the  Doris Chadwick Collection of educational publications,  D233, NZ School Journals Vols 51, 1907-1960 , UoW Archives. 

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Woman holding Christmas decoration made of milk bottle tops Wellington 1957 edit copy

Woman holding a Christmas decoration made entirely of  silver milk bottle tops, Wellington, 1957. Cellulosic film negative, taken for the Evening Post newspaper by unidentified staff photographer. Image courtesy of the Alexander Turnbull Library collection, ref EP/1957/4948-F. 

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All content of Longwhitekid copyright Darian Zam © 2015. All rights reserved.

Unblemished Record: The Flawless Reign of Bernard Roundhill

In Air New Zealand, Alberto Vargas, Bernard Roundhill, Bixies, Blue Bonnet, Blue Bonnet Jams, board games, Bond & Bond, Butland Industries, C.L. Innes & Co. Ltd, Cadbury Fry Hudson, Cadbury's, Cereal Foods (N.Z.) Ltd, Champ pet food, Cheesecake art, Choysa Tea, commercial artist, Coulls Somerville Wilkie, Craig's canned foods, Craig's Jams, Crest Fine Foods, DB Lager, Diamond cereals, Diamond Pasta, Dolphin swinmsuits, Dominion Breweries, Duval Dimwit, Edmonds, Foodstuffs (NZ) Ltd, Four Square, Four Square Supermarkets, George Petty, Goldpack dried fruits, Goldpack Products, Holdsons games, Illustrators, Innes soft drinks and cordials, Irvine & Stevenson, J.R. Butland, Jason Products, Judith Ann Field, Ken Chapman designer, Kia-Ora jams, Lincoln Games, Little Chief socks, Ltd. calendars, Mabel Rollins Harris artist, McKenzies stores, Montana Wines, New Zealand Home Journal, Norman Rockwell, O-Tis oatmeal, Oak, Peter Pan ice cream, Peter the Pilot, Pin ups, Qantas Airways, RNZAF, Robinson's, Royal New Zealand Air Force, Sanitarium Health Foods, Scientology, Skippy the dog, Speights beer, St. George, Swiss Maid dairy products, Teachatot, TEAL Airways, The Mirror magazine, Thompson & Hill, Timaru Milling Co, Tiny & Droop, Wattie's, White's Aviation, Whittome & Stevenson, Winstone Limited, Wyona canned foods, Yates seeds on December 2, 2013 at 10.46

Diamond O-Tis by Timaru Milling back of Peter The Pilot on Active Service cereal card Album 1941 Bernard Roundhill BACK EDIT copy

An advertisement for Diamond O-Tis, by Timaru Milling Co., from the back of the “Peter The Pilot on Active Service” cereal card album, issued 1941. Designed and printed at Coulls Somerville Wilkie, Dunedin. Image courtesy of Dave Homewood, from Wings Over Cambridge http://www.cambridgeairforce.org.nz/

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Bernard Roundhill was probably Aotearoa’s most successful commercial artist, and certainly the most feted, in retrospect. He has come to be known as the “King of the Airbrush.” That’s a fair moniker; he was a pioneer and pretty much master of the technique in New Zealand. He’s also been described as “the founding father of commercial art”.
This a bit cheeky as he was not – that phrase indicates he was the first and possibly also suggests he was the best. Neither of these things are particularly true. All you have to think of is Joseph Bruno Moran, for instance, and a list of others that came before him and which no doubt he was beholden to. There’s no question he was easily and heavily influenced by others and ergo, indebted to those that were successfully working previously.

Portrait of Bernie Roundhill holding a book titled Information Circular NLNZ collection Nov 1945 Ref WA-00758-G Photograph  by Whites Aviation

Portrait of Bernie Roundhill by White’s Aviation, late 1945, holding a book titled “Information Circular”, which probably has one of his cover designs. NLNZ collection, Ref WA-00758-G

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Born in 1911, Hull, Yorkshire, England to John William and Mabel nee Tate – Bernie, as he was known to most, had two older brothers Kenneth Spencer and Maurice William, one older sister Mabel who was born 1908 in New Zealand, and two younger brothers.
 

Auckland in Fifty Years 1956 Bernard Roundhill  for Winstones Te Papa collection  copy

“Auckland In The Year 2000”, artwork for Winstone’s promotional book centrefold, 1956, is Roundhill’s most famous illustration. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000659/001/0001

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John William Roundhill (b.1887), having also hailed from Hull, had immigrated to New Zealand in 1903 with his brother Alfred. They both worked as labourers in the Timaru, Canterbury area. He met Mabel Tate there whom he married in March 1905. Alfred met Mary Jane Dukes and married her also in Timaru, 1905.

Dolphin swimsuits illustration by Bernard Roundhill for Whites Aviation Ltd Ref WA-03719-F Alexander Turnbull Library EDIT

Dolphin swimsuits advertisement for Whites Aviation Ltd, 1950. Image courtesy of  Alexander Turnbull Library, Ref WA-03719-F 

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At some point between 1908 and 1911 the Roundhills returned to Britain, where Bernard was born. The family left England again in 1912 – for good this time. His brother Charles came into the world just before they returned to New Zealand. Many sources repeat information from others ad hoc without checking, and quote Bernard as being three years old on arrival; this is incorrect.

Edmonds Advertising Framed palsop 1 Bernard roundhill perhaps EDIT cfurther

Double page spread advert from a 1959  Edmond’s “Sure To Rise” cookbook, which I believe was the 4th printing of the Deluxe version of the 1956 8th edition.

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They settled in Gleniti, Timaru at first, and then later in the 1910s moved to Fairlie, South Canterbury. A younger brother , George, was born in 1917. By this time a young Bernard was already obsessively drawing.
One of the stories repeated that Bernard allegedly told was of around this time, seeing the first plane in New Zealand fly over, and chasing it across the fields with 25 shillings given to him by his father to beg the pilot to take him up – thus beginning his life-long obsession with all things aviation and space orientated and the sense of freedom that entailed. How fanciful this tale may be is worth consideration given that it was not until 1920 the first flight in Aotearoa flew across Cook Strait. Only the third flight in New Zealand the following year by Bert Mercer that was in the vicinity, when he flew from Invercargill to Auckland.

Bernard Roundhill Painting of a Baby Dog & Slipper for magazine cover 1950 EDIT

Painting of “Baby, Dog & Slipper” for a magazine cover, 1950. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000660/001/0003.

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Roundhill studied architectural drafting by correspondence, in the late 1920s. Bernard was also a cabinet maker and learned the trade from his father – known as a perfectionist, as was apparently his spouse. This obviously had an impact on a formative Bernard and influenced his work practice.

Innes Cordial labels by Bernard Roundhill Te Papa copy

Innes cordial labels for C.L. Innes & Co. Ltd: from left – Reg: CA000680/001/0015 produced 1956, Reg:CA000680/001/0024 produced mid-late 1950s, and Reg:CA000680/001/0023, produced mid-late 1950s. Images courtesy of Museum of New Zealand Te Papa Tongarewa

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He then moved to Timaru around 1931 where he got his foot in the door of commercial art,  trying his hand professionally at window display material – designing signs, price tags and jewellers’ cards for various businesses. During this period of the lean depression years he also created paintings on material to earn money, daubing demons and heroes on velvet cushion covers and firescreens to earn a meagre living; all the items being dispersed by two salesman friends.

Bernard Roundhill art - OAK WATTIE'S WYONA ROBINSON'S HOLDSON ST GEORGE PETER PAN BLUE BONNET SWISS MAID WONDER SET HAIRSPRAY Te Papa Collection between 1961-1977

A selection of Roundhill Studio designs for various companies. Although this photo looks like it dates from the late 1950s, it was actually taken of contemporary products sometime between 1971-1976. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000672/003/0002

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This followed a move to Dunedin where work was still thin on the ground, and at first he would accept anything going – recalling one job akin to performance art where he painted on the velvet dresses of live models behind the display glass of a store in The Octagon. This led to some textile design work creating floral patterns.

Bernard Roundhill, Fissionable material. Framed calendar print, 1950s Dunbar Sloane

“Fissionable Material”,  framed calendar print, 1950s, likely commissioned by L. R. Allen & Co., Ltd. Image courtesy of Dunbar Sloane Auctioneers.

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However it was not long before he started to become successful. By 1933 he began working as chief designer for both confectioners Cadbury Fry Hudson and publishers Coulls Somerville Wilkie in Dunedin, who shared his much-in-demand services, split morning and afternoon. It was here working for the latter he created some of his most well-known work – the “Peter the Pilot” character for Timaru Milling Co ‘s O-Tis breakfast cereal, doing a number of adverts, packaging items, album covers, trade cards, and other merchandise; records state from 1939 to 1954. Although, Peter the Pilot had already been issued as an album by 1938, and he continued to work for this company through to at least the early 1970s.

Bernard Roundill for Winstone   from Peter Alsop book sampler CROP

Original artwork for Willy, Lofty, Tiny and Droop: concreting and drain-laying, illustration for Winstone’s promotional book, 1956. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000659/002/0005

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About this time, Roundhill discovered the airbrush art technique after reading articles about American and German commercial art in a magazine, and inspired by this idea he developed it for his own work, purchasing an Aerograph with a hand-pump compressor, even constructing his own equipment and customising the process in order to create the smooth, graduated and mechanical effects he wanted to achieve. By his own estimation it took around seven years of long work days to learn the craft thoroughly enough to be comparable to the commercial artists he admired – whose work filled magazines like Popular Mechanics.

CHAMP - CHAMP PET FOOD COMPANY - Skippy The Dog J R BUTLAND (dog food and cat food) 1950s EDIT copy 1

Champ dog food can label, featuring Skippy the dog, for J.R. Butland, late 1950s. Private collection 

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In 1935 he married his first wife Eileen Grace Morey in Dunedin. In 1938 they were living at 20 Cranley Street, Dunedin Central, – but then the same year they picked up and relocated with Bernard’s parents at 11 Littlebourne Crescent. Just to add to a crowded situation, Bernard’s brother Kenneth, a carpenter, was also living at the family home (his father John William was also now working as a carpenter). At this time Roundhill worked on the 1939-1940 Centennial Exhibition, as well as for Wattie’s (canned foods) and Speights (beer).

Choysa Tea for Bond & Bond 1950 Bernard Roundhill - Art New Zealand edit

Choysa Tea advertisement,  for Bond & Bond, 1950.

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This move may have had something to do with Bernard commencing military service that year – as a draftsman in the intelligence office of the 8th Brigade, mainly drawing maps. Leigh-Ellen Roundhill, Bernard’s daughter, is now an artist herself working on the Gold Coast in Australia – “Like so many other men, he did not speak of his war years. What I do know is that he was in the Air Force and did the Bombsight surveying (a device used by aircraft to accurately drop bombs, Bombsights were a feature of most aircraft from WW I onwards). Then his commanding officer would keep him back in Wellington to do map work. His work was very hush-hush and I was told he was part of the Secret Service. “

Crest - Bartlett Pears label  - Mike Davidson EDIT

Crest Bartlett pears can label, for J.R. Butland, late 1950s. Image courtesy of Mike Davidson collection

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In 1942 he moved over to the Royal New Zealand Air Force and worked for the Government architect’s office. All seriousness and secret business aside, Roundhill developed “Wing Commander Duval Dimwit” for their instruction manuals during this time to bring “a little humour into them” in the vein of the RAF’s Pilot Officer Prune – and also did brochure covers and pin-up art for aircraft noses, basically whatever was required or desired.

Innes Lemonade Bernard Roundhill 1950-1951 CROP 1

The Innes Lemonade girl. Poster artwork for C.L. Innes & Co. Ltd., 1950-1951. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000672/001/0014

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It is said he moved to Auckland in 1939 although this cannot be true since his second wedding was in Otago – it wasn’t that long before the marriage with Eileen foundered and Roundhill had met someone else. I think biographers are confused in regards to Bernard’s service in which he was stationed in both Auckland and Wellington during those years, but not permanently. Eileen and Bernard begun divorce proceedings in late 1943. Still in Dunedin, he married his second wife Olive Ella Tasker, whom he had met in Wellington in 1944 whilst still with Eileen.

CREST tomato juice label copy

Crest tomato juice can label, for J.R. Butland, late 1950s. Private collection 

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In the process of research, I trawled through five hundred or more newspaper articles which ended up being mainly of various seemingly unrelated Roundhills competing in sports tournaments. There were adverts for a Miss M. Roundhill’s dress-making studio in the late 1930s-early 1940s in Lower Hutt (Alfred, Mary Jane and daughter Mary had moved there in the late 1920s). But there was hardly a thing of note – apart from his and Eileen ‘s divorce noted in an article unflatteringly entitled “Unhappy Marriages”.

design for Home Loan Poster Education 1960s Bernard Roundhill Te Papa collection crop

One of three designs commissioned by a home loan company, early 1960s. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000662/002/0007

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So where was the scandal? That was it, I’m afraid – three wives and only one dissolution. The rest of the time it was clearly nose to the grindstone giving a glossy finish to plums on can labels – if any company wanted plump berries and healthful, fresh-looking vegies, or hi-tech planes and spacecraft from another world – Roundhill was the go-to guy for quite a stretch. Leigh-Ellen recalls Bernard was a very keen gardener, landscaping the family home and “grew wonderful vegetables, as well as planting many fruit trees which I used to climb”. No doubt the bounty from this was inspiration for his illustration work.

Four Square - fine things of the future - colouring book 1 brentzconz EDIT

Colouring book cover designed for Foodstuffs (NZ) Ltd’s Four Square stores, 1954. Private collection.

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Roundhill does not appear in the electoral roll in Auckland until 1946, so he and Olive must have made their move in 1945. During this period came a stint at an advertising agency studio; but it wasn’t long before he set up a freelance studio in Commerce Street. The couple resided in Dedwood Terrace, Ponsonby until the late 1940s to very early 1950s – when they moved to 1 Ranier Street, Ellerslie.

Four Square advertising picture - her list says butcher baker four square Likely Bernard Roundhill EDIT further final

 “A Treat in Store”, image possibly from a calendar, designed for Foodstuffs (NZ) Ltd’s Four Square stores, late 1940s-early 1950s. Private collection.

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By 1947 He was airbrushing ink and gouache with an air compressor and adding watercolour brushwork by hand on top to create illustrations with a highly finished look that nobody else was achieving. In “A Treat In Store” A girl accompanied by her spaniel and a trolley full of products (such as Bird’s Custard) in tow, is about to enter a Four Square corner store holding a shopping list. It is so obviously Roundhill work done for Foodstuffs New Zealand Ltd (Four Square and Pam’s), and is very reminiscent of his other softly-hued cheesecake work like “Fissionable Material”.

Four Square Store cover of puzzle  envelope 1950s 1949-1950 likely Bernard Roundhill EDIT

Promotional puzzle showing many of Four Square’s line of products. Dates for this item vary greatly from 1942 to 1959 – but it was actually issued in 1949-1950. Image courtesy of the Alexander Turnbull Manuscripts and Pictorial collection. Ref: Eph-F-GAMES-1950s-05-cover

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His pastel period of the late 1940s and early 1950s was all pinks, mints and aquas – and took a queue from the saccharine, romantic stylings of the very popular 1930s American calendar artist Mabel Rollins Harris’s idyllic works of children and glamour pin-ups. Even so the earlier work, such as his Peter the Pilot items, was markedly awkward and clunky in comparison to the later slick illustrations that became his trademark . Even further down the line when he’d really hit his stride, it was very hit and miss – there was often something a little wooden, and slightly distorted-looking about his renderings of people unless cropped close in a frame or off to the side to mask it. They were mostly neither graceful or believable; it was almost as if finish upstaged focus on form. Nevertheless, this work was still popular with clients – but let’s face it – still objects were his forte. Tomatoes and beans did not have to kick a ball or unfurl a sail.

Goldpack Apple Slices copy on the shelves in 1960 - Innes  Lemon Squash Cordial label mid 1950s copy

left: Innes cordial label, late 1950s, Image courtesy of Mike Davidson collection. Right: Goldpack dried apple box, late 1950s, private collection.

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From here he segued into calendar pin-up work of the early 1950s which he excelled at, probably because they were quite still and posed. Heavy influences are obvious on Roundhill’s cheesecake work from Alberto Vargas, George Petty, and the art direction of Esquire Magazine. They were created for Auckland calendar company L. R. Allen & Co Ltd. Auckland (which is still operating today), and some were used for W.D. & H.O. Wills (cigarettes).

Kauri Museum - Roundhill Peter the Pilot album 1939 -  Royal New Zealand Air Force display Rongotai Cover 1938

Right: Peter the Pilot’s “Century of Progress” album 1939. Image courtesy of The Kauri Museum collection, Matakohe. Left: Royal New Zealand Air Force, Rongotai display, souvenir booklet cover, 1938. The date begs the question as to whether Roundhill could have done this given he did not commence working with the RNZAF until the following year. Image courtesy of  Alexander Turnbull Library, who also question whether it’s authored by him. Ref: Eph-B-AIRFORCE-1938-01-front 

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Roundhill worked for many years as a freelance artist and purportedly established the Roundhill Studios, a large, stylish deco-style building – in Auckland in 1974 according to one of a few short articles that have been written over the recent years. Although the electoral rolls always give the address as Onehunga, it was actually in Ellerslie – at the same address as their home. Then another source describes his Ellerslie studio as “pre- supermarket days”- so 1950s.

Innes Tartan fruit cordials 1956 Te Papa edit

Innes Cordials packaging, for C.L. Innes & Co. Ltd., 1956. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: ACA000672/003/0007.

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There were two children of the union with Olive, previously mentioned daughter Leigh-Ellen – and also Dean Bernard Roundhill – who born in 1953. Leigh-Ellen says “It is possible the studio became registered as an Enterprise in the 1970s – but was indeed up and running by 1958. I remember a great deal of the studio as it was a big part of my life; this is where I grew up. My first recall is during the construction of the studio in 1957. It was attached to the family home in Ellerslie. Still only crawling, I climbed over all the building materials being used – only to be rescued by Bernard who was two thirds up a two storey ladder at the time.

Lincoln Electric Race Track box by Bernard Roundhill EDIT

Lincoln Electric Race Track box, 1950s-1960s, image courtesy of Clayton Blackwood collection.

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The studio was part of my play ground; and I wandered fairly freely in and out, watching my father and all the other artist staff work. I studied Bernard doing his airbrushing – no questions (to be) asked, so I was very still and silent as I observed. I learned a lot from watching them all, taking up art myself eventually. I recall him doing the beautiful fruit and flower labelling for Wattie’s and Yates, and various jam brands as well. And of course his Vargas lookalikes, which hung on the back walls of the studio.”

Little Chief Socks Bernard Roundhill 1949 Te Papa collection

Design for Little Chief Children’s Sox packaging, 1949. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000662/002/0003

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As far as canned (and boxed) fruit and vegetable products, Roundhill was known to have worked on label illustrations for Wattie’s and Wyona (General Foods), Crest (Butland), OAK (Thompson and Hills), St. George (Irvine and Stevenson), and Kia-Ora (Whittome and Stevenson) amongst others from the late 1950s through to at least the early 1970s. He had a fairly distinct style and his work was much more polished than other illustrators due to his technique. He was probably responsible for the majority of these designs in the marketplace for at least a couple of decades. As well as can labels, the studio was producing designs for a wide range of products from puzzles, mobiles, and calendars to wrapping paper, chocolate boxes, magazine covers, stationery, food packaging, and board games.

Modern Aircraft Album  CEREAL FOODS (NZ) WEETIES VITA-BRITS KORNIES  RICE FLAKES1950S EDIT copy

Wonder Book of Modern Aircraft Album, issued by Cereal Foods (N.Z.) Ltd., around the mid 1940s. Private collection

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Clients of this period included Little Chief (children’s socks), Winstone’s Limited (building materials), seed packets for Yates and McKenzie’s Stores, and The Mirror magazine. He worked on Butland Industries’ Goldpack brand, as well as their fictional home economics rep Judith Ann Field, and mascot character Skippy the terrier for Champ dog food. Holdson, Lincoln, and Philmar (board games and toys), New Zealand Home Journal, Diamond cereals and pasta (Timaru Milling Company Ltd), The New Zealand Ministry of Tourism, Ballet Russe (makeup), DB Lager (Dominion Breweries Ltd), Innes (soft drinks and cordials), Bond & Bond Ltd (Choysa Tea), Dolphin (swimwear), Edmonds, and aforementioned Foodstuffs NZ Ltd brands. I am sure this is just a small sampling of companies he completed work for.
 

Oak - Orange Marmalade- Thompson and Hills - Mike Davidson - prob early 1960s prob Roundhill artwork

OAK orange marmalade can label, for Thompson & Hills Ltd., probably early 1960s. Image courtesy of Mike Davidson collection.

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Amalgamated Society of Carpenters and Joiners NZ Conference Chch Nov-Dec 1916 - Roundhill in it prob John William EDIT copy

Amalgamated Society of Carpenters and Joiners Conference, Christchurch, 1916. There is a Roundhill specified in the group, probably Bernard’s father John William – I am guessing middle of back row based on physical appearance. Image courtesy of Alexander Turnbull Library, Ref: PAColl-D-0423.

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However as his work progressed through the 1950s and the 1960s, the crafting of it became extraordinarily precise. The highly polished shapes and forms comprising his work were solid, smooth and soft cubist; reminiscent of Tamara de Lempicka’s celebrated Art Deco era portraits of European café society. The portfolio of images he created for Winstone, featuring the characters Willy, Lofty, Tiny & Droop are exemplary of this period.

Pin Ups - Bernard Roundhill copy

Left: “I Haven’t Got Much On Today”, 1950, Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000661/001/0006. Right: “Forgotten Something, Honey?” 1950-1951, Image courtesy of alisonmc on Flickr. Both likely calendar prints commissioned by L. R. Allen & Co., Ltd.

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In 1956 he designed his most famous illustration, the one that many people are familiar with – “Auckland in the Year 2000” – for Winstone’s, featuring streamlined, high tech craft whizzing between futuristic buildings of downtown Auckland, a feat of swooping late-Deco inspired line work exquisitely rendered to finished perfection with the airbrush by Roundhill. Interestingly, the illustration he is celebrated for was completely his own concept and creation, given carte blanche by the client to do whatever he liked to fill a double-page spread.

Rangitoto - Spaceport II - Auckland 2500 - The Ambassadors concepted 1960 completed early 1990s  Bernard Roundhill  Te Papa collection  copy

“The Ambassadors, Rangitoto Spaceport 11, Auckland in the Year 2500.” Begun in 1960, finished between 1990-1994. Image courtesy of Museum of New Zealand Te
Papa Tongarewa, Reg: CA000659/001/0002

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Also the influence of his early Scientology days, shine through in his work – in particular “The Ambassadors”, featuring space craft zooming over a futuristic Auckland harbour with Rangitoto looming in the background. The intergalactic pulp science fiction concepts, masquerading as religious tenets – of fiction writer L. Ron Hubbard who founded the movement – are obvious even down to the weird logo on the ship’s sail like a mutated cross between the Thetan and Illuminati symbols. This illustration somewhat mirrors the fable that Xenu brought billions of people to Earth in spacecraft resembling futuristic airliners, and stacked them around volcanoes. Still, they are rather visionary and you can compare them with what has come to pass in contemporary times and there are some remarkable features that have fortuitously become realties.

roundhill designs for Yates Seed Packets EDIT copy

Yates seed packets from the 1960s, Image courtesy of Sarah E. Laing collection, 44 Ways of Eating an Apple blog.  

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Roundhill, described as a quiet and withdrawn persona, had embraced the wacko cult in 1953, along with his wife of the time, during a period when he was, besides running the studio, deputy mayor of Ellerslie Borough (he had spent a number of years as a council member previous to this). An acquaintance who was teaching him the art of public speaking, passed him a book on the religion. He said of himself he “learned, through Scientology, to create art that could communicate to people….(through it I) received validation and learned to do it better and better.” The last part may have some basis in truth but the former is quite debatable since Roundhill had effectively been “communicating to people” very successfully through his work for a good twenty years before the religion ever came into his life.

skippy  - judith ann - ice cream baby - sanitarium bixies copy

Clockwise from top left: Portrait of Skippy the Dog,  for J.R. Butland’s Champ pet foods, 1950s, Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000672/003/0008. Point-of-sale advertising material for Sanitarium’s Bixies cereal.  Portrait of  Judith Ann Field, the fictional home economics rep for J.R. Butland’s Crest Foods, 1953. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000662/001/0004. Painting of baby with ice cream and dog, probably done for a magazine in the early 1950s.

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Along with gravity, communication and its language was a concept that fascinated him and he ruminated on often as he undertook his work – of which he had an extraordinary ability to focus on, to the point of being able to exclude everything else going on around him that may have been distracting. “When I’m doing artwork, there’s nothing else in existence as far as I’m concerned” he once said.

Teachatot Game by Holdsons 1960s-1970s retouched Bernard Roundhill

Holdson’s Teachatot game box for Thomas Holdsworth & Sons, issued 1961. Private collection.

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During the 1960s and 1970s, he was a very busy designer and continued to complete a huge amount of work. He may well have been the most prolific commercial artist during that time. Between commercial work that continued to flow in – he returned to his former Depression-era occupation of painting mystical and symbolic scenes on dark velvet; he had flirted with this style again in his spare time in the 1950s, making greeting cards.
His creations in this genre were fantastic, kitsch, and…pretty awful really – in fact so much so that I am not going to include a picture of one (it’s true what they say about not quitting your day job). For someone who had built a reputation for cheerful, colourful and glossy work, these tacky renderings of Kingfishers, sailing ships, woodsmen and deer were surprisingly dark and creepy. But really, when you look hard at the characters in his commercial work like his portrait of Judith Ann Field and others – there is something slightly unnerving about their glazed stares and sinister Stepfordesque perfection – like they are aliens that have been zipped into a full body disguise.

The Incredible Tale (Fisherman and Boy ) 1953 Bernard Roundhill Te Papa collection edit copy

“The Incredible Tale (Fisherman and boy)”, 1953. Image courtesy of Museum of New Zealand Te Papa Tongarewa, Reg:CA000661/001/0003

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The most famous design he produced from the studio in his long career, one that went around the world, over and over, was during this period – the Air New Zealand Koru which was apparently designed originally in 1965 when TEAL became Air New Zealand and looked to replace its Southern Cross logo with something new and innovative. The koru was first applied to the tail of Air New Zealand aircraft with the arrival of the DC-10 in 1973, and has remained in use ever since.
Leigh-Ellen recalls: “I was banned from the studio when they were working on this, which was created by (graphic designer) Ken Chapman. I reasoned my way around that, and I watched the development of the project which was very exciting. I saw a lot of confidential things go on during it.” Although Roundhill mostly gets complete and unquestioned credit for this design, it seems he only came up with the original concept that was repeatedly returned to the drawing board, re-designed, developed and finished by members of his staff.

In amongst this period of great success resulting in the zenith of his most famous design – was also a period of tragedy for him. In 1967 his mother and his father John William and Mabel Roundhill both died within the year (sister Mabel had passed away ten years earlier). Then in 1969 son Dean Bernard Roundhill was killed in a road accident with a motorcycle at just 16 years old.

Whittomes Kia-Ora Jam - whittome & Stevenson- Mike Davidson prob early- mid 1960s prob Roundhill artwork

Kia-Ora jam can label, for Whittome & Stevenson, probably early-mid 1960s. Image courtesy of Mike Davidson collection.

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Winstone by Bernard Roundhill from  Peter Alsop's book

Original artwork for Willy, Lofty, Tiny and Droop: Roofing Tiles, illustration for Winstone’s promotional book, 1956. Image courtesy of Museum of New Zealand Te
Papa Tongarewa, Reg: CA000659/002/0004

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However clients kept him occupied while he delegated jobs to a staff that swelled to as many as sixteen at times. As well as most of the clients listed of the 1950s, in the 1960s-1970s Roundhill added Peter Pan (ice cream and frozen foods), Air New Zealand, Robinson’s (cordials and baby foods), Jason Products (placemats and coasters) Blue Bonnet (spreads and jams), Wonderset (hair products) Yukich’s Montana Wines, Swiss Maid (dairy), Craig’s canned foods, sauces and jams (Butland Industries) and Qantas amongst his roster during this period. Initially he had started employing others post-war period to help with the more tedious jobs like lettering, but the studio, which also had the rare distinction of being independent from an advertising agency, produced a number of respected designers like John Woodruffe and Graham Braddock. It wasn’t until the mid to late 1980s that Roundhill finally dipped his toe in the digital world of production – converting the studio which previously had run without even a photocopier.

In 1988 Bernard Roundhill was presented with the Gold Axis Award by the New Zealand Advertising Institute, for excellence in advertising communication and craft excellence. At the time it was only one of three that had been bestowed.

Yates Garden Painting Book - New Gold Dream -Bernard Roundhill  - Phillip Matthews - Listener Apr 20-26 2002

The Yates Garden Painting Book for children, issued 1953, replete with evil gnomes to give you nightmares.

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After Olive died in 1984, Roundhill married for a third and final time – to Peggy Lee (not the celebrated crooner). Peggy was a widow who had one son from her former marriage. She also claimed she was a writer and director, as well as a “highly trained” scientology counsellor. Peggy was a few years behind Bernard, having discovered the religion in 1961 through the Dianetics book which was held at Auckland University. It was after his second wife died they found had their faith in common; whether they knew each other earlier on is unknown but highly likely. They soon sold the Ellerslie property and moved to a cottage in Torbay.

Air New Zealand craft with Roundhill's Koru design All rights reserved by dbcnwa flickr edit copy

Air New Zealand craft with the Roundhill Studio’s Koru design. Image courtesy of and © dbcnwa on Flickr .

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His relationship and union happened with Peggy very quickly – who was by all accounts a very charismatic individual with “enough energy to power the national grid.” Controlling and possessive – she essentially closed Bernard off into a spiritual bubble, alienating him from his family. Leigh-Allen says “…I became estranged until two weeks before he died. I was banned from retrieving any of my, or my family’s things, from the house after (Peggy married him). Peggy told a lot of tales and I think Bernard just gave up (fighting it).” One journalist described her style as “cheerful embellishment.” Apparently in her world the truth was highly negotiable if inconvenient – see earlier story about Bernard and the aeroplane, which may have had a vague basis in legitimacy – but was pretty far-fetched by the time she had re-styled it.

So devoted were they that by 1994, the couple moved to Southern California to teach and lecture on the religion. To say that a move to the other side of the world to establish a new life in his early eighties was risk-taking is an understatement – not only was he very elderly but Bernard was suffering from Parkinson’s Disease. The couple spent much of their savings trying to find a cure and when the money and will power ran out – they decided to go home.
By the early 2000s they had returned to New Zealand and were living in Mairangi Bay on North Shore, Auckland where Bernard indulged in his favourite pastime; gardening. Towards the end, Peggy undertook the administrative role for Bernard’s art studio, which seems to indicate he continued to work in some capacity – although seemingly he started wind down commissions in the early-mid 1990s when his illness got the better of him. Nevertheless, he had been kept busy work-wise well into his eighth decade.

Yates Seeds_350 Art by Bernards Roundhill EDIT

Yate’s seed packet designs, probably early-mid 1950s. Image from the “New Zealand In Bloom” exhibition, 2005, courtesy of Museum of New Zealand Te
Papa Tongarewa.

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Peggy had a scientology website, which was a joint undertaking also showcasing Bernard and his work. It has since gone out of commission – likely it went down because she died in 2006, the year following Bernard – and the hosting has obviously since expired. Bernard had passed away in 2005 at age 94; but before that Peggy had spent three years between 1999 and 2002 sorting his archives in preparation for offering the collection to a museum. The archive collection effectively falls into three categories: original finished art, commercial art products (such as posters and ephemera), and then Bernard’s reference material, including some by his contemporaries. Ultimately the body of work went to Te Papa where it remains today as an example of how he styled some of our most recognisable brands through the seven decades of his remarkable career. In 2005 they showcased some of it in a Richard Wolfe-curated exhibition “New Zealand in Bloom.”

Young woman hitching 1951-1954 Te Papa collection

“Young Woman Hitching a Ride”, 1951-1954. Likely commissioned by L. R. Allen & Co., Ltd. for a calendar. Image courtesy of Museum of New Zealand Te
Papa Tongarewa, Reg: A000683/001/0003

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When working in other styles and genres such as the cartoonish and quirky “Surfing Santas” design for wrapping paper of 1950 – Roundhill showed that he was perfectly competent in capturing action adequately (although, on reflection, it seems likely this was designed by an employee). Everyone knows I am a devotee of some of his work like his hyper-real illustrations for Holdson; however his irregularity in a stellar level of illustration across the board tempts me to dub him overrated in comparison to the international greats – for as innovative as he was – butted up against them he tends to regularly fall short in consistence as well as imagination.

INNES - C L INNES & CO LTD  Strawberry Milk Shake & Ice Block Flavouring Syrup  1950S or 1960s Te Papa prob Bernard Roundhill EDIT

An Innes syrup label for C.L. Innes & Co. Ltd., produced mid-late 1950s. Images courtesy of Museum of New Zealand Te Papa Tongarewa, Reg: CA000680/001/0004

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The majority of his work speaks little of New Zealand culturally in that unique manner that defines such things as Kiwiana, and as such cannot claim that differentiation from the international work of others that would really propel it into its own unique genre.
But this is what happens when an attempt is made to reframe commercial work as high art – a concept and distinction that Roundhill always stated he was indifferent to; it is voluntarily judged under the harsh light of a new work lamp.
More than anything his oeuvre’s real value is as a time capsule of product showcasing packaging and advertising that stretches nearly seventy years. Although inspired by Norman Rockwell and his luscious Coca-Cola adverts, amongst other celebrated illustrators – Roundhill never quite reached that level excepting some of his brilliant futuristic scapes and was rightly awarded for them; but as such he ultimately may have just been a big fish in a small retouched pond.

Thanks to: Bridget Simpson, Reference Librarian, Central Auckland Research Centre, Central City Library. Jennifer Twist, Archivist, Museum of New Zealand Te Papa Tongarewa. Leigh-Ellen Roundhill, Grant Cathro, Peter Michel, Lemuel Lyes of History Geek and Mike Davidson for interviews, images, and assistance with research.

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All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.

A Dated Pastime

In Bliss detergent, Card games, Coopers Fresh Aire, Crest Fine Foods, D H Brown & Son Ltd, Foodstuffs (NZ) Ltd, Four Square, Four Square Supermarkets, Games, Gregg & Co, Gregg's, Grocery Archaeology, Lushus Jelly, Marmite, Mono wax paper, N W Stevens, Nugget shoe polish, Rawakelle tea, Reckitt and Colman, Red Band Biscottes, Sanitarium Health Foods, The Kiwi Polish Co Ltd, Vi-Max cereal, Vita-Brits cereal on March 20, 2013 at 10.46

four square snap late 1950s-early 1960s - FOUR SQUARE  copy

Trying to date items can be a difficult prospect but I am quite good at it – I have a sort of “sixth sense” when it comes to this task. I set myself to it by “zooming in”- I kind of squint my eyes, and really focus hard. It takes a while but I can usually get an item down to a three year period, and sometimes even down to the correct year without knowing much about it. I guess it is just being a highly visual person with an almost photographic memory who has been collecting for decades. It goes in and pretty much just lodges there forever. Apparently I have “a mind like a steel trap”. Which can be a great thing – but on the other hand, there are events you’d probably rather forget. Anyway, moving right along…

four square snap late 1950s-early 1960s -MARMITE copy

As much as I have a vast storehouse in my cranium (although I still think I know very little and have a lot to learn) and a huge collection of images and books to draw on – sometimes it is just no help.

four square snap late 1950s-early 1960s - VITA-BRITS copy

Point in case is this snap set that Foodstuffs (N.Z. ) Ltd , owner of many brands which I previously covered here, issued as a (presumably) give-away promotional item – something they did a lot of to promote their business over the years (I cover all that in the linked article). Back in the day all kinds of card games were a very popular pastime. I’m not sure when they started to fall out of favour, but I’m taking a guess at the early 1980s – coincidentally around the time that computer games popularised – small hand-held consoles like Donkey Kong were a “must have” for us kids and probably the death knell of more manual entertainment.

four square snap late 1950s-early 1960s - MONO  copy

This particular set was issued for Four Square supermarkets – but this is not the only promotional card set they did – there were two happy families sets over the years – one which I think was done in the late 1950s (I’ll get to that further on) and another one around 1981 (which I have posted on a few times over the last couple of years as I make my way through restoring and exploring each set).

four square snap late 1950s-early 1960s - BLISS  copy

Anyway, with the one I showcase here – I am really not sure on exactly when it was produced – you would think with over ten different products it would not be so hard to work out with their combined company histories. Not the case.

four square snap late 1950s-early 1960s - VI-MAX copy

Many of these products had already been around for decades and had changed little – subtle adjustments to packaging can be a good indicator of dates. However the design of Nugget polish featured, for instance – is of little help when it comes to narrowing the date as the design was barely modified over decades and was in use through the 20s, 30s, 40s, 50s and into the early 1960s.

four square snap late 1950s-early 1960s - RAWAKELLE copy

One telling point which helps me “arrange” the timeline is that Foodstuffs issued one of the happy families game sets around this time – I believe for a number reasons just previous to the snap set coming out.

4 square happy families cards early 1960s 1961-1967 (2) copy

Some of the cards from the slightly earlier happy families set issued by foodstuffs in the late 1950s, but featuring many of the same products.

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four square snap late 1950s-early 1960s - RED BAND  copy

Why do I think that? Because unlike the snap set – it features three products that have some clues that help me date it as such – and those are Crest canned foods, Jojo jelly crystals, and Rawakelle tea.

four square snap late 1950s-early 1960s - GREGG'S copy

I know that Crest Fine Foods was sold in 1959 and the logo was being changed very shortly before that date. In fact I have some of the labels where the art department for Butland Industries has painted out the old logo and pasted a new one over it – so “in transition” at this point. The happy families set shows the old logo . A photo of a Woolworths store of 1964 shows the logo fully changed over. The snap set shows the new logo as well as a completely new can design for tinned peaches.

four square snap late 1950s-early 1960s - CREST  copy

Also, Rawakelle tea, which is also featured, was like Pam’s a Four Square/ Foodstuffs (New Zealand) Limited brand that was launched in 1957 . Jojo jelly, also featured, was launched in 1958 by N W Stevens/The Kiwi Polish Co Ltd that also produced Lushus (many baby boomers will remember this very popular jelly crystal brand) as well as a number of other desserts.

four square snap late 1950s-early 1960s - COOPER FRESHAIRE copy

So the happy family set was produced after 1957 and likely before 1960.

And where does that put me with dating the snap set?

four square snap late 1950s-early 1960s - NUGGET  copy

The snap set features a new design for Crest peaches so that’s my cut-off date on the lower end of the scale. It’s also worth noting that in the meantime since the happy families set had been issued – the Rawakelle packet had been the recipient of a makeover – but not wildly different. the only 1960s image I have seen of Cooper’s Fresh Aire is a  January 1962 ad  in which the can design seems to have been revised from what appears on the snap card. The product was definitely available by 1961 as exemplified by an ad in the New Zealand Film archive. This was still quite early days for television and the fact that they went to the effort to make an ad in this medium indicates it was a new product on the market and they wanted to make a splash.

snap box  copy

Outside of the early 1960s snap set box, a bit worse for wear.

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four square snap late 1950s-early 1960s - SNAP

So in summary, I would date the snap set at some time between 1960 and January 1962. That gives us the answer – probably 1961. If you asked me on first glance to pick an era, I would have said 1950s. If you showed me the two together, I would say that the snap set was issued before the other. But it goes to show if you really concentrate and try to figure it out with some information that has been gathered to help – the facts don’t lie!
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All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.

Seasoned Greetings

In Bob Godfrey, artist, Christmas, Foodstuffs (NZ) Ltd, Four Square, Four Square Supermarkets, Peter Pan Frozen Foods Ltd, Peter Pan ice cream, Xmas on December 27, 2012 at 10.46

Peter Pan Christmas tea towel envelope by   Bob Godfrey EDIT firther edit

I want to take a moment to wish all my subscribers a very festive Christmas season for 2012. Last year I didn’t get around to doing any kind of Yuletide-related post, so I have added some new items to my Four Square Christmas post of 2010 here.

Also, earlier this month Longwhitekid passed its two year milestone. I don’t know if I was expecting to still be around because I never really had any clear-cut plan when I started this project, one way or the other. In point of case, it wasn’t even any sort of “project” at the beginning. Here’s hoping for at least a couple more – I don’t anticipate my enthusiasm for this genre dying out any time in the near future and I have a fairly long list of topics I’d like to cover as well as ideas I’d like to see through. Although, you’ve probably noticed I’ve slowed down a lot lately and I’m no longer posting weekly. Two weeks at a stretch is about as much as I can manage. In fact I just had a month where I did not put up anything new, which I feel bad about, but moving right along.

This year was kind of a trial to say the least in a couple of parts – but 2013 is shaping up to be crazy. Definitely from July 2013 I am not going to have time to blog for a good six months – but the whole year is looking dodgy.  I am hoping to keep going but in order to achieve what I consider my “standard” now it takes a hell of a lot more work than I was bargaining for at the beginning. It is very different from when I started out in early December 2010 – in fact looking at the formative days what I was doing is pretty laughable. I wouldn’t go back and change it though – it documents the journey I’ve taken into this new area.  I’ve learned a lot about researching and writing, and as such my expectations are now way higher of my own articles, not to mention what my readers are expecting. Now it takes a great deal more effort to get it right, and a lot of focus do it well.

By the way, the image above is an extremely rare item that was the wrapper for a promotional tea towel issued by the Peter Pan Frozen Foods company in the mid-late 1960s. It has been lent to me by the family who founded the business – and likely is the only one in existence. But since I probably won’t use it I am posting it here where it is relevant and appropriate. If you want to learn more about Peter Pan just find the category in the archives where I have done at least three stories on this  brand – which was at one point one of the three biggest ice cream concerns in New Zealand. Otherwise you can either buy the first 2013 issue of NZ Legacy Magazine which has a 2000 word article, or wait until late next year when I post the full (and definitely final) 8000+ word article online here.

The artwork was all done by Bob Godfrey (including this) in his signature quirky style (not to be confused with the famous British cartoonist Bob Godfrey) but as yet I have not been able to find out anything further about him even after sending out letters to dozens of Kiwis with that surname. It’s like the guy never existed before or after his stint at Peter Pan. I suppose what I was really hoping for was to find a further fabulous cache of his artwork – but so far no luck at all. Somebody must have it – or know something about him. I’ve pretty much exhausted all avenues of this particular inquiry. Maybe between now and the middle of 2013 some kind of break will turn up – but I get a feeling not with this one.

Have a great holiday (if indeed you get one) whatever you’re doing – and I’ll be back fairly shortly with a lengthy article on old Auckland foodstuffs manufacturer Brown Barrett Ltd. And by fairly shortly, I mean tomorrow at the latest.

 

All content of Longwhitekid copyright Darian Zam © 2012. All rights reserved.

Power Outlet: The Force of Four Square and Foodstuffs NZ Ltd

In "K" Brand, 4 Triangle, AG Stores, Arrow Butter, Auckland Master Grocers' Association, Baker's Review, Budget brand, Central Provision Stores, Checkout Four Square board game, Cheeky Charlie, Ches and Dale, CPS Stores, Dick Frizzell, Dormer-Beck, Farmer's, Farmer's Co-op, Farmer's Trading Co., Fletcher's Stores, Food Fair, Foodstuffs (NZ) Ltd, Four Square, Four Square Stores (Australia) Pty Ltd, Four Square Supermarkets, Four Triangle, Green and Colebrook stores, Grocers' Review, Icon Products, John Heaton Barker, Kirkpatrick, Laidlaw Leeds mail order company, Ltd, McKenzies stores, Mr. Four Square, National Cash Register Co, New World Supermarkets, New Zealand Grocer's and Baker's Review, New Zealand Grocergram, New Zealand Master Baker's associatio, NZ Master Grocer's Association, NZ Master Grocer's Federation, Pak 'N' Save supermarkets, Pam's Products, Rawakelle tea, S Kirkpatrick and Co Ltd, Self Help Stores, Sir Harry Heaton Barker, Te Aroha Dairy Company, The Farmers Union Trading Company, Triangle brand, Uncategorized, United Buyers, Wattie's, Weston-Frizzell, Woolworth's Food Fair, Woolworth's stores, Woolworth's supermarkets on August 7, 2012 at 10.46

four

A recreation I’ve made of a rare Australian contest poster of the 1950s.

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The Four Square brand originally emerged from a grocers’ co-op, which was established based on the concern that competition from grocery chain stores in the New Zealand market place was making business very difficult for small, independent store operators. How much truth there is to this claim is dubious since at that period of time in the early 1920s, the only specific food chain that comes to mind that would have provided any serious competition was Self Help, also a co-operative, which I covered previously in a fairly brief and superficial article of May this year here.

J. T. Hammond’s Mangatoki Four Square with sign writing done by Jack Wood, probably 1930s. Courtesy of the Puke Ariki collection.

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Between just 1922 and 1923, during the initial formation by the Auckland Master Grocers’ Association of what was soon to become Foodstuffs (NZ) Ltd, Self Help had gone from just one store to a string of seven which must have been a frightening concept for anyone in the field looking to the near future and their prospects within.

Logos through the decades, clockwise from left: mid-late 1920s, 1932, late 1950s-early 1960s, mid 1930s-early 1940s, unknown – probably late 1940s , and 1980. From the mid 1950s the logo has remained almost the same in colour and design. a

Although a small company named Fletcher’s can probably lay claim to being the very first “self-service” style enterprise in the history of New Zealand, it had probably fizzled out by the early twenties. However in 1919 Laidlaw Leeds, a very successful mail order company had acquired the Green and Colebrook chain to become Farmer’s Co-op and they opened their twenty-ninth store in 1921. Although a general department store, Farmer’s were marketing at least flour, tea and spices that I am aware of, but hardly specific competition, however – that may have been all it took.

Colouring book produced as a competition promotion in 1954. a

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Since at the time the Self Help concept was a huge revelation in grocery shopping and pricing I can only conject that Foodstuffs (NZ) Ltd was formed in direct response to Self Help’s extremely sudden success within that narrow timeframe – having pushed the situation to the edge. This allegedly pertinent issue was raised by a man named John Heaton Barker – to Auckland’s main grocers’ association, in early July of 1922. The co-op became official when it formed a company – which was registered on 1st of April, 1925. It’s first contract was with Te Aroha Dairy Company to carry their “Arrow” brand butter. Co-operatives were also formed in Wellington (named United Buyers, the same year, 1922, which became the “4 Triangle” chain) and in Christchurch (1928, which was named the “AG Stores”) . By 1935 all these co-ops had already come under the Four Square brand but were now officially renamed branches of Foodstuffs Ltd.

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Advertisement showing the white pepper and cornflour from their self line, Evening Post, March 1934 a

Seemingly well documented, the Foodstuffs legend goes that on the 4th of July 1924, two years into the co-op being formed, Barker, in position of company secretary at this time – was doodling on a pad during a telephone conversation with his colleagues and drew a square around the date. He presented this concept with the buoying manifesto that the group would stand ‘four square to all the winds that blew”.

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Above: Four Square white pepper tin from my own collection. This design was in use during 1934-1935. Below, I’ve recreated the label.

It wasn’t long before the first logos for the brand were bumped into all the stores in the form of hand-painted glass signs, with products appearing under the moniker by the end of that year. A primitive version of the formal logos we know today were going up on stores by 1929, with 4 Triangle, and AG Stores becoming part of Four Square not long after in December 1933 – as well as another co-op which had been formed in Southland (but much later down the track, in 1948) . The distinctive colours, however, were not adopted until 1931 when on a field trip to view a particular store belonging to a Mr. McInnes, the initial tangerine and yellow scheme (with green added to it in the form of the logo) was requisitioned.

Promotional puzzle showing many of Four Square’s line of products circa late 1940s. Image courtesy of the Alexander Turnbull Manuscripts and Pictorial collection. a

By the time the early thirties co-op merger had taken place (of which the date both Fairfax’s Business Hall of Fame profile as well as Foodstuff’s own history quote incorrectly), Four Square now boasted a total of 266 stores nationwide – what can only be described as an explosive success and had far outstripped even the phenomenal growth success of Self Help – and not even bothering to mention any other competition like McKenzies, Woolworths and Farmer’s which were semi- players at best in the burgeoning grocery market at the time. In 1935 the stores bearing Four Square signage were at 285. By the post war years food groceries bearing the Four Square name had shot up to nearly 400 and climbing quickly – 700 by 1950. By 1956 there were an amazing 1000 stores nationwide.

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Promotional game produced in Australia, probably the mid 1960s. a

By some time in the 1950s Foodstuffs (NZ) Ltd had decided to hop the ditch to invade our Australian cousins, as my poster recreation at the head of this post, as well as the  board game on road safety I have found above, attest. By 1980 a Happy Family promotion shows the logo for Australian chain CPS (Central Provision Stores), alongside Four Square and New World’s logos – having been added to the empire via Four Square Stores (Australia) Pty Ltd.

J. Heaton Barker’s new offices bringing everything together under one roof – Auckland Star, 8 October, 1925. a

Barker was one of two children of a family from Derby, Britain. Perhaps his father – mention is made of a John William Barker – stayed behind when he immigrated with his mother and sister in 1886; arriving in Wellington on 6th August aboard the S.S. Ionic. Perhaps he died, and they decided to leave. Whatever the story was, his mother was free to marry a Reverend John Crump seven years later. A devout Christian, J. H. Barker was seriously involved in the Baptist church throughout his life, particularly in Mount Eden, Auckland where he was an elder, and at various times a chair, treasurer, as well as president of the City Baptist Auxiliary.

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Promotional Snap set featuring many popular products sold through Four Square stores; circa late 1950s-early 1960s. a

That was much later on in his life though; originally he settled in Nelson (where he was the facilitator of the PSA or “Pleasant Sunday Afternoon’ movement which had begun in Britain, was active in the Mutual Improvement Society, and on occasion stood in for his local pastor at the pulpit, was a member of council for the NZ Accountant’s and Auditor’s Association, secretary of the Chamber of Commerce, and secretary of the Foreign and British Bible Society).

Promotional Snap set featuring many popular products sold through Four Square stores; circa late 1950s-early 1960s. a

More specifically he had spent time in Richmond to the south-west of the town where he was at one time or another secretary of the Richmond Lawn Tennis Club and also the Workingmen’s Club (I think at this point we can already establish that he was quite the busybody do-gooder). In 1896 he sold up and moved to a more central location in Bronte Street, Nelson.

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In-store Disney promotion – Hutt News, December 1934. a

In an article entitled “Farewell to Mr. and Mrs. Barker” in the Nelson Evening Mail of 14th March, 1901, an interesting mention is made – of Barker’s “severing his connection with S. Kirkpatrick and Co., Ltd” in order to move. This was a popular foodstuffs company primarily famous for their jam, in particular the “K” brand, but ranged across a wide array of products from jelly crystals, canned meat and spices to coffee, poultry tonic, vinegar, honey and baking powder.

Triangle brand products – Evening Post, December 1933 . a

This is a very interesting detail to discover because Kirkpatrick play an intrinsic part in the corporate history of the canned food industry in New Zealand – passing through a number of owners and lasting into 1971 when it was finally dismantled by Wattie’s upon their acquisition of the brand and Nelson factory. In what capacity he worked for the firm is unknown (presumably accounting); but whatever it was he had achieved in just a few short years it was important enough for Mr. Kirkpatrick , the CEO himself, to attend in person and present Barker with a gold Albert fob chain for his services.

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An unusual Four Square promotional chair which was auctioned recently. Photos © and courtesy of Trademe menber cache10 (Phil). a

He moved with his wife Mattie and eight offspring to Wellington in 1902 (where he was president of the city’s Sunday School Union, president of the Sunday School Teacher’s Association, vice-president of the YMCA Cricket Club, vice-president of the Gregg Shorthand Association, and prone to giving rousing public speeches on the gospel everywhere he could, it seems).

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Four Square’s self line of preserving jar skins probably date from the 1950s or early 1960s. From my personal collection. a

In 1907 we find him managing director of Messrs. Yerox, Barker and Finlay, Ltd., a company primarily moving cash registers and typewriters. In 1908 he moved to directing the interests of the National Cash Register Co in New Zealand at 17-19 Cuba Street – and in 1911 he gained inches of press when he invented an automated telegram sorting and stamping machine, which was subsequently installed in Wellington’s General Post Office. Following that the family relocated to Auckland in 1912 (where he had a spell as a director on the board of the Auckland YMCA, and led Baptist services at various church venues).

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Rare canisters issued for the Southland Four Square Co-op’s general area centennial of 1956 crop up at auction very occasionally to be bid on competitively. a

Presumably he eventually became somehow involved in the grocery industry to bring him into the relative picture; A newspaper article of 1924, in which he is called to give testimony in a case to do with milling industry price fixing, defines him as the Auckland secretary of the New Zealand Master Baker’s association, as well as the editor of their magazine “Baker’s Review” since 1920 (he remained secretary until 1930 when he stood down voluntarily).

George Allen and staff in the Dominion Road Four Square store, Auckland, late 1940s. Photo © and courtesy of the estate of George Allen. a

Clearly from the court report he was a significant player in the supply and demand of flour and other goods for some years. Quite frankly I was surprised to find a dearth of biographical information on a major player in New Zealand industry; One of his children grew up to become well-known newspaper editor and politician Sir Harry Heaton Barker – and much more is written of his long term mayor son. Certainly at this point with his various experiences in foodstuffs, accounting, sales, administration and a clear talent for creative invention – he had everything he needed to take things to a spectacular new level.

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Advertisement showing the custard powder and tea from their self line, Auckland Star, 11 April, 1935. a

Barker, as well as also being secretary, accountant and auditor of the NZ Master Grocer’s Association – ran the Auckland branch of the food co-op from its inception until 1934 when he became director of Foodstuffs (NZ) Ltd – a position he remained in until 1947 when he passed away. In 1932 he was made a life member of the New Zealand Master Grocer’s Federation, of which he had been secretary since 1923.

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Four Square brochure of 1977 showing product specials to celebrate the 21st anniversary of Four Square in Otago/Southland. Image courtesy of the Foodstuffs (NZ) Archive. a

He also launched an industry magazine, “Grocers’ Review” in the early 1920s – which later seems to have joined forces with the milling industry and amalgamated his previous work there to become “New Zealand Grocer’s and Baker’s Review“. Sources seem to indicate that this version wrapped up in 1939; what I have seen from the Foodstuffs Ltd archive (I was lucky enough to get an insider peek at their collection courtesy of a food technician friend who is part of the team, and loves retro stuff herself) show two images of a “New Zealand Grocergram” magazine so presumably that became it’s moniker. Last reference to it in public collections is in 1974 -1975 however AdMedia ran an article in 2003 that it was being revamped. Current status is unknown, with the website down – but presumably it is still running – if so making it one of the longest running periodicals in the history of the country.

Waxed cardboard pot for Four Square’s self line of honey from the Christchurch Co-op, circa mid 1970s. a

By the mid 1930s Four Square had under its own line tea, honey, culinary essences, Worcester and tomato sauces, cornflour, macaroni and vermicelli, custard powder, malt extract, butter, coffee essence, spices, salt and pepper, canned fruit, and raisins. There was also jellies, candles, soap and toilet paper under the “Triangle” brand. Later boxed chocolates, vinegar, and cordials were added (1940s) as well as mixed dried fruit, preserving equipment,  and “Rawakelle“; their brand of tea that was in the 1950s and 1960s quite popular with the public.

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Front of cardboard box for Four Square’s self line of dried cake fruit from the Foodstuffs archive collection, probably early 1960s. a

Starting with baking powder – and then a few years following custard powder – “Pam’s” was launched by Four Square Stores in 1937 to offer lower price, quality goods that competed even more vigorously with opposing chain’s lower price bracket products. Although there were several “self” lines from other stores at the time, “Pam’s”  has stood alone, lasted into the present day as a “private” brand, probably the only surviving one. I previously documented my recreation of the first Pam’s marketing campaign/product label when I wrote about agency Dormer-Beck, who were behind it, here.

Advertisement announcing merger of 4 Triangle and AG Stores under the Four Square brand, making a total of 266 stores. Evening Post, December 1933. the co-ops changed their names to Foodstuffs two years later in 1935. a

Mr. Four Square” , who has also come to be known as “Cheeky Charlie“, was a welcoming storeman figure with a big thumbs up – yet to many he always had a slightly imposing, sinister air about him (he looks like the type of guy that if you were left alone in the store room with him he might try to cop a feel). The mascot was developed sometime in the 1950s for print advertising initially – although the exact date and who the specific the creator of the character was, is unclear – one source quotes the Foodstuffs advertising department as responsible. Another states it was a son of J.H. Barker’s who came up with the concept around 1951.

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A corruption of monopoly with products instead of property, Milton Bradley-produced “Checkout” in 1959. They also did a version for the Acme chain of stores in the USA. a

He is often mistakenly attributed to renowned Kiwi pop artist Dick Frizzell who was a commercial artist in the 1960s and 1970s, but this is incorrect. Frizzell was, however, involved with the iconic Ches and Dale characters, and the fact that he has used Charlie in some of his most famous art works only adds to the confusion.

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Promotional Happy Families set featuring many popular products sold through Four Square stores, New World and CPS stores (Central Provision Stores, Australia); circa 1980. a

Another well-known contemporary artist Mike Weston, who coincidentally partners with Frizzell’s son Otis to produce humorous Kiwiana-inspired works under the moniker Weston-Frizzell, seems to recall hearing that Charlie was “allegedly a knock off of a Santa Monica supermarket character from the fifties called “Freddy Fireside” – of the Fireside Market. Although I’m still looking for evidence” . I myself was also unable to find any information to even hint at this.Today when people think of the brand they definitely think of Charlie beaming at them from shop windows and hoardings so, although a rather overused word -he has definitely become a New Zealand icon (with a few modernised features). Extremely collectable now, original Mr. Four Square cut-out signage old or newish – sells for competitive prices well into the hundreds and sometimes even the thousands.

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Interior of the Dominion Road Four Square store, Auckland, late 1940s. Photo © and courtesy of the estate of George Allen. a

Quite a few different items have been issued to promote the business over the years. Snap and Happy Family card sets were produced featuring their most popular product lines in the late 1950s-early 1960s, and another Happy Families set of 52 cards in around 1980 from which many of my age group will remember all the products – I featured some of them here, here, and here.

Four Square’s warehouse opens  in Southland, 1956.  Image courtesy of the Foodstuffs (NZ) Archive.

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Other fun items to rope in the punters and strengthen allegiance to the business were a puzzle (late 1940s), a board game with Milton Bradley – “Checkout”, around 1959. a highly desirable colouring book “Fine Things of the Future” (1954), calendars (1950s-1960s), a stamp collecting book. Recipe/household hint books such as “Homeways” was published in the late 1960s, and “Take A Tip” of the early 1970s. A cast metal can opener was issued as a complimentary gift to customers.  Very rarely the hard-to-get canisters issued for the Southland Co-op’s general area centennial of 1956 crop up at auction to be bid on feverishly; and not so long ago even a very unusual Four Square chair.

Foodstuff’s former cut-price – now “private” – brand Pam’s started in 1937 with one product; baking powder. Photo courtesy of and © Eriq Quaadgrass, eRIQ on Flickr. a

Icon Products, who partner with Four Square as well as several other brands , currently hold a license for the Cheeky Charlie character, producing aprons, shirts, tea towels and carry bags – which have been marketed through another Foodstuffs enterprise – New World supermarkets – established at the end of 1963 (the same year that Woolworths rolled out their first dedicated food store Food Fair, a New Zealand first at New Lynn).

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This classic version cut-out Cheeky Charlie signage just sold recently for around the $1000 mark or a little over. a

Although significantly less than in their heyday – today Four Square stores in New Zealand remain as 300 plus independent operators as well as a few still dotted about Australia. It is one of very few companies that has ever reversed the usual trans-Tasman power play of brands being foisted on the comparatively tiny country and marketplace of Aotearoa. Even Ozzie brands like the re-tooled IGA still can’t usurp the sheer power in numbers, well – yet, anyway.

A modern store in Waitarere using the classic Four Square colour scheme to the maximum effect; with the newest version of Cheeky Charlie, said to have been “made over” by Dick Frizzell at Foodstuff’s request recently. Photo courtesy of and © Kiwi Frenzy on Flickr. a

Foodstuffs (NZ) Ltd is still comprised of three co-ops and has grown to include a slew of chain brands in its portfolio including aforementioned New World, Pak ‘N’ Save (established 1985), Write Price, On The Spot, Shop Rite, Raeward Fresh, Liquorland and Henry’s, Budget, Pam’s, and of course Four Square (and that’s just the food and drink enterprises) making it the largest retail organisation in New Zealand to date.

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Contemporary Four Square store and staff. Photo courtesy of and © the Foodstuffs (NZ) Archive. a

You have to wonder if Barker, whilst scribbling on his calendar absent-mindedly that day, ever in his wildest dreams could have comprehended he was launching an empire worth more than four billion dollars per annum.

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Neither the classic or contemporary version of Mr. Four Square -this was the in-between version with a few new touches in the 1990s-2000s. Photo of Cheeky Charlie on left courtesy of and © emilyandadam on Flickr. Image of modern Four Square logo graphics on right courtesy of and © the Foodstuffs (NZ) Archive. a

The Four Square Contest Poster is available from my online store here , as well as greeting cards for a nominal price.

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All content of Longwhitekid copyright Darian Zam © 2014. All rights reserved.

Bite Size: Gone But Nut Forgotten

In Brittania Foods NZ Ltd, ETA Chicken Chips, ETA Foods, Fonterra, Four Square Supermarkets, Griffin’s, Peanut Butter, Snack Foods on January 21, 2012 at 10.46

Here’s the third instalment of the Four Square Stores promotional snap set that was an issue sometime between 1979 and 1981 (there were two other sets I know of that I have now pinpointed to being produced in the early 1960s).
I have previously posted on this item here, and here, and here on ETA Chicken Chips so many of us remember from the 197os and 80s:

I am still working my way through restoring this set digitally (they are quite damaged) and will post them in separate families of four until I get through them all. The set is missing one card from the Savlon family, “Miss Savlon”, but I’ll deal with that when I get there.

This ETA logo was registered in 1935 by Griffin’s to market “condiments, including mustard; nuts, including peanuts and almonds; confections containing nuts; and other nut products, including nut paste and nut butter”.

It seems that at some point in the 1960s – likely 1962 – ETA opened proper operations in NZ; or Griffin’s, which the brand was licensed to , opened a manufacturing facility (this seems to coincide with the Australian ETA factory in Sunshine , Melbourne being demolished in 1962 and new factories also opening that year in Baybrook , VIC and Marrickville, NSW – ergo signalling a large Australasian restructuring of the company).

This ETA peanut butter jar was found recently on a historic farm site in the South Coast NSW I was surveying, and probably dates from the late 1930s, definitely no later than 1950.

I’ve positively identified packing boxes for ETA chips in an early Woolworths NZ store in 1964. ETA actually began in 1923 – a small family company in Australia producing mustard, fruit syrup, compotes and jams. I already knew the brand was established much earlier in Australia as I have found ETA jars going back to the 1930s on historic sites  so it’s likely products were exported to New Zealand up until the time the domestic factory launched. However the ETA brand had been registered in New Zealand by Griffin’s (primarily famous for their biscuits) from 1935 onwards to market.

This point-of-sale cardboard poster would have been from a dairy late 1970s-early 1980s and is courtesy of Mike Davidson (Kiwigame on Flickr) and edited by me to bring it back closer to original form.

ETA was another one of those brands like Sanitarium, Frosty Boy, Woolworths, and many more – which although started off or remained as the same company – more or less separated their trans-Tasman concerns early on and from there developed fairly independently.
ETA seems to have remained under Griffin’s wing until recently when Brittania Foods NZ Ltd, an Indian-based company which entered into a dairy concern partnership with Fonterra starting in 2001, acquired the brand. However according to the official site the product is still being manufactured by Griffin’s to date, probably under a licensing deal.

Big Cheese: The Dormer-Beck Agency

In Anacin, Biscuits, Butland Industries, Campaign Advertising, Carlton Carruthers Du Chateau agency, Charles Haines agency, Chesdale Cheese, Clifton Firth, Dick Frizzell, Dormer-Beck, Four Square Supermarkets, Gregg's, Griffin’s, J. Ilott Agency, J. Inglis Wright Agency, John Wyeth NZ Ltd, Kolynos toothpaste, Pam's Products, Reckitt and Colman, Saatchi & Saatchi, Television Advertisement, The Harvey Cameron Agency, Waikato Ales on December 24, 2011 at 10.46

Still from a Chesdale TV advertisement by Dormer-Beck in 1966

It was generally agreed there were three main  firms who ruled NZ advertising in the earlier part of the 20th century ; J. Ilott , Charles Haines, and J. Inglis Wright. (Carlton Carruthers Du Chateau also deserves inclusion in the top agencies, and by the early 1970s CC du C was out and Dobbs-Wiggins-McCann-Erickson was considered one of the “big five”).

However by the late 1950s, Dormer-Beck (who had been around nearly as long, but was perhaps considered the runt of the quintuplets), had become strong enough to be not just a rival – but a real threat to all, eventually with offices in Auckland, Wellington and Dunedin. Author Maurice Duggan, who worked as a copywriter at D-B in the early Sixties remembers “The agency had a solid reputation; its presence in the city was considerable”.

Dormer-Beck created some of the most memorable Australasian media campaigns of all time.

courtesy of the Auckland Council heritage images collection  34-D270P-12

I was able to obtain a history of Dormer-Beck from the daughter of a former managing director Alec G. Robson, who started in 1936 as an office junior and by 1964 was chairman and managing director of the company. Jill Rowdon was kind enough to send me a copy of his notes for my research. It is a bio history as opposed to a memoir, and as such is focused on structural and financial business matters rather than the creative grind or the amusing bon mots you would expect of those crazy ad types; and unfortunately barely skips over important accounts and iconic brands with no more than a passing mention.

The New Zealand operations of International John Wyeth NZ Ltd, that produced health and cosmetic products like Anacin, were a client in the 1940s.

Dormer-Beck was borne of T. L. Hathaway Ltd., An Auckland agency with a number of retail advert writing contracts. L. M. (Case) Beck had worked as a “writer-visualiser” there for two years. An account they held with the Auckland Star newspaper, where R.C. Dormer was building a reputation as a sales representative, is how the two met. Hathaway commenced operations for a new business venture in Australia, after a radical product/coupon scheme was scuttled by introduced government laws, (The Coupon Trading Act took effect in 1932, making it illegal to redeem coupons for anything but cash or discount), leaving a bankrupt company in the charge of Beck – because he was the largest preferential creditor in terms of owed wages. The two scraped up sum capital of £50.00 each, and well into The Depression, the business had literally nowhere to go but up. Ray Trenchard Smith, who had both newspaper and advertising agency experience, became the third shareholder, and Dormer- Beck Advertising Ltd., was “officially” formed in May 1932.
I stumbled upon the Dormer-Beck story whilst researching “Pam’s” which was launched by Four Square Stores in 1937 to offer lower price, quality goods to the New Zealand public under a strong brand image. Yes – it really does go back that far. Although there were several “self” brands from chain stores at the time, “Pam’s” has lasted into the present day as a stand-alone brand, probably the only surviving one – and has a pretty nifty website to boot.

http://www.pams.co.nz/#/home

courtesy of the Auckland Council heritage images collection A2338

Four Square was an early client of Dormer-Beck’s along with Aircell (baby blankets) ,  Milne & Choyce (clothing and milinery), Silknit/Slimtex and Iris (lingerie), Berger’s (paint), Dresswell (clothing), Pyradent (toothpaste, mouthwash), Du Maurier (cigarettes), Defiance (men’s clothing and shoes), May and Belle/Slicks (underwear), and N.Z. Wallboards Ltd (Gibraltar Board).

courtesy of the Auckland Libraries Sir George Grey Special Collections, Auckland Libraries, 34-D270L

In the 1940s there was Kolynos (toothpaste),Neopol (polish), and John Wyeth NZ Ltd, that marketed products like the pain medication Anacin; and in the 1950s Chelsea Sugar (CSR) were an important account. There were of course legions more.
Many of these products are recorded in digital archives as photographed by Clifton Firth, who had a longstanding contract with Dormer-Beck from the early 1930s into the early 1960s. As such he subsequently made an inadvertent record of accounts and the accompanying products they were dealing with on a bread-and-butter basis. The sheer volume of images that survive really denotes that Firth deserves his own stand-alone post covering his career and work.

Dormer-Beck advertising including Pam’s and Pyradent , photographed by Clifton Firth between 1930-1939, courtesy of the Auckland Council heritage images collection 34-D270S

From a photograph of products that Dormer-Beck were handling in the late 1930s I was able to find an early Pam’s baking powder poster (this product launched the brand) and along with a rough newspaper advertisement,

as well as a piece from a A4 square promotional jigsaw puzzle showing packaging and accompanying point-of-sale material,

             A clipping from Four Square Stores promotional jigsaw puzzle cover showing Pam’s baking powder and point-of-sale display material – Likely designed by Dormer-Beck. Dated as 1950s, but I believe it is from a little earlier; the late 1940s. Courtesy of the Alexander Turnbull Library collection.


I now had all the pieces in place which enabled me to finally reconstruct the paper label for the product – something I’ve been wanting to do for ages.

Recreation of a poster (also used for the can label for many years) for Four Square’s “Pam’s” baking powder, designed by Dormer-Beck in 1937 as a campaign to launch the brand’s first product.

After the labour government came to power in 1935 it immediately introduced commercial radio to New Zealand, and as in later years with the advent of television, Dormer-Beck was amongst the first agencies to develop this new medium. Amongst the earliest TV ads they created were for a major client – Griffin’s biscuits and confectionery- Mallowpuffs, Krispies, and Snax amongst other classic and fondly remembered treats.

http://www.filmarchive.org.nz/sellebration/view.php?id=228

According to a company report of the time, 12 months before Channel 2 was due to begin transmission in 1960 – “Dormer-Beck was engaged on the production of the first television commercial to be made in New Zealand”. Further to that, Robson recalled in 1970 “there were in fact quite a number “in the can” and ready for scheduling when Channel 2 opened in June 1960″, but it’s not clearly conveyed whether they were all D-B productions or there were other companies making ads too, which he was referring to in general. Certainly in the first decade, D-B produced more television commercials than any other agency in the country. Apart from legions of ads for Griffin’s – Reckitt and Colman was another major client and Dormer-Beck created ads for everything from hamburger seasoning (French’s), to perfume (Goya, Cedarwood), and Cleaning products (Janola).

Dormer-Beck’s Mini-Magic Hosiery Campaign, 1970

By 1936 D-B were already successful enough to move from Horne’s buildings in Vulcan Lane, Auckland to bigger digs in the National Insurance building in O’Connell street. One contributor to success was a long-term business relationship with the J. Walter Thompson Agency of which Graeme Martin, who worked in the art department in the late 1960s recalls “…the highlight for me was the Creative Director from J. W T, Sydney, a man called Bryce Courtenay (yes the famous author!) came to give us a talk and general jolly up. He praised a little advert that I designed which I thought at the time was awful. Little did I know in those days!”.

It’s highly likely that this 1963 packaging was redesigned for Griffin’s in the Wellington art department several times over the years.

Strong direction and forward planning meant that by the early 1960s Dormer-Beck was a serious force to be reckoned with in the country, and by 1970 owned all the properties and buildings between 52 and 60 Ponsonby Road, however although D-B did construct new offices (as well as requisitioning older buildings on site), it wasn’t all glamorous “cringing under the smell of vinegar from the factory behind, and Creamota from the undertaker next door “ as David Burke-Kennedy, of Communique Publicity, who worked on the creative side at D-B as a teenager around 1964, remembers. Far from bustling with uber-cool hipsters in that time,  Graeme Martin says “I actually found working in Ponsonby Road a little too far from the hub of Auckland in those days. It was a short time for me, and I didn’t really enjoy it”.

Possibly the most famous campaign that Dormer-Beck was responsible for, was the Chesdale Cheese clips of the mid-late 1960s, the ” boys down on the farm ” advertisements featuring “Ches” and “Dale”.

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One famous name that was involved in the design and illustration of the two characters for the campaign was of course now famous pop artist Dick Frizzell who was working off site at the time for Sam Harvey Animations, but later did work for Dormer-Beck in their art department. Wayne Senior, one of New Zealand’s top jingle writers- producers throughout the late 60s through to the early eighties (he wrote the “Hip H Panty Hose” introductory jingle that was a big hit) remembers he was “… included in the Art studio staff. I still have the going away card he designed – my personal Dick Frizzell. It must be worth quite a lot now, hailing from Dick’s early period.”

Wayne Senior’s farewell card from Dick Frizzell, late 1960s , photo courtesy W. Senior

Other clients of the 1960s besides Chesdale and Griffin’s and also names well known to Kiwis were Gregg’s, Coca-Cola, Fisher & Paykel, Reidrubber, Kelloggs, Fibremakers, Wrigleys, Hanimex, and IGA Supermarkets.

Dormer-Beck Company Newsletter ON THE CLIPBOARD, 1968, showing recent campaigns.

Dormer-Beck campaign for the Waikato Ales account, 1964

In the 1970s, the account roster included behemoths Choysa Tea, the Commonwealth Bank of Australia, and Pan American airlines.

The Harvey Cameron Agency merged with D-B in 1972, not very long after the last original founding member of the trio had retired for good. In 1980 it merged again, and both the “Dormer” and “Beck” bits were dropped into the propwash of history to become simply “Campaign Advertising”.  Saatchi and Saatchi bought the agency in 1985 and so on, in a series of complicated mergers and buy-outs which I always find fascinating – when nobody else does. Something quite unrecognisable today from the pioneering Antipodean agency of media with many iconic, well-remembered campaigns that won’t be forgotten too quickly – even if people don’t know where they came from.

This was the most complex story research-wise I have worked on to date – yet just about everyone I contacted returned my messages and was willing to talk to me. I have to thank Wayne Kitching, David Burke-Kennedy and Graeme Martin for being patient whilst bombarded with questions, Jill Rowdon from The Nielsen Company for documents and images, Wayne Senior for being interviewed and lending his image of the Dick Frizell artwork. Keith Giles, Photograph Librarian, Sir George Grey Special Collections, Central City Library, Auckland, and Sue de Lange at The Royal Philatelic Society of New Zealand Inc. Without everyone’s participation and contribution I wouldn’t be able to dredge these stories back up. 

Bite Size: With Bells On

In Amber Tips Tea, Bell Tea, Edglets Tea, Four Square Supermarkets, Norman Harper Bell, Tea, Tiger Tea on October 15, 2011 at 10.46

Here’s another “family” from the set that was issued as a promotional gimmick by the Four Square store chain. I previously wrote about this item here:

https://longwhitekid.wordpress.com/2011/08/05/bite-size-game-on/

and noted I am working my way through digitally restoring them (they are in pretty bad shape, which seems to be a common problem that the earlier sets of cards haven’t suffered – the type of materials used later, I suspect ).

Someone has since noted that they believe this card set was issued between 1979-1981. That tees up with what I remember about the products pictured. I would have said the same since this is what packaging of these items looked like around 1980 and I recall all of them very clearly. Many of these items have not yet tuned up at auction – I guess that there’s not a level of interest in that era there yet, certainly not the interest that there is in anything that’s pre mid-1970s. But it is creeping up slowly. Like all collectables, it’s all a matter of how much time has lapsed – even over and above “rarity” issues. It’s pretty obvious most of it is still going to the tip instead of up for sale.

This set features Bell Tea, which is very much a New Zealand institution going back to 1898 when the trademark was registered (Although the beginnings of R Wilson and Company, before they formed a partnership with Norman Harper Bell, dates to the early 1860s). It’s one logo which actually hasn’t changed remarkably in all that time. Generally the boxes (first introduced in 1937) were red – with a yellow, blue and white print in the 1970s, which I don’t have any pictures of yet. The larger boxes of bulk bags in the late 70s to early 80s looked like this.

Bell is of course still going today, and along the way they acquired a few other brands such as Edglets, Tiger and Amber Tips . I will do a proper post on Bell in the future when opportunity presents its self.

Addendum: The people at Bell Tea have given longwhitekid a nice little plug over at their Facebook page by featuring this post.
https://www.facebook.com/media/set/?set=a.342892852437408.78036.169793223080706&type=1

Band of Old

In Biscottes, Biscuits, Four Square Supermarkets, Red Band Biscottes, Snack Foods on September 1, 2011 at 10.46

Red Band Biscottes seemed to have been a very popular product for Four Square stores; otherwise I imagine they would not have advertised it along with their best-selling mainstream products like Crest, Nugget, Weetbix and Marmite. It is my conjecture that they were a NZ brand created in the 1950s to cater to immigrants, rather than importing product – which means there must have been a demand.

A variety of searches in Papers Past show no references for biscotte products at all (although I am sure I have seen them advertised at least once as for sale at Fuller-Fulton’s, MacDuffs, or a similar store in the 1930s). This shows with a fair degree of certainty that although rusks were a common snack, biscottes weren’t really a pre-WWII thing and probably arrived and grew in popularity with the great influx of European post-war arrivals – in particular the Dutch who came to NZ in droves looking for a new life, just like my mother and her family did after years in the Japanese POW camps in Jakarta.

The biscotte were in a special tall tin like these, which I am guessing may be an earlier version of the Red Band product (the seller said there were no markings as to brand or manufacturer), noting several similarities which tip me off including the shape of the container.
There’s nothing much else to tell since I haven’t been able to find anything about the brand at all. I do remember the biscottes we had being in a crackly clear cellophane wrapper and probably a red and white print on the package. They may have been Red Rose, Red Tulip, or perhaps Red Band – it’s a long time ago now and I am not sure.

We always had biscottes in the house, up until the early 1980s. Especially with Dutch heritage we always had foreign treats like speculaas, caraway infused cheese, appelstroop and of course biscotte slathered with butter and sugar hail – tiny yellow, orange and pink fruit flavour sprinkles; or aniseed coated in pink and white sugar . This is a traditional breakfast topping in Holland known as “Muisjes” (translates to “little mice”). This was a sentimental childhood favourite of my mother’s. Interestingly I ran across a snippet that the orange, lemon and raspberry Muisjes were the first bread topping that the De Ruijter company exported to the Dutch soldiers stationed in Indonesia, in 1946. So it was probably my mother’s first taste of luxury and the “outside world” after years of starvation, and likely holds very fond memories.

I took the image at the top of the post and reconstructed it from a Four Square snap set that appears to date from the late 1950s, and was one of a myriad of promotional products the company issued over the years. Apart from this reference I cannot find any other mention of it although I am sure there will be more to the story to come.

Addendum: Some new information has surfaced today. The image and slogan for Red Band was registered by Henry Hughes in February 1961, had lapsed by July 1968, and was never renewed. A legal representative of the trademark owner, Henry Hughes of Wellington, are attorneys specialising in patents and trademarks – and still going today. This  places the snap cards into a specific time frame of 1961-1967 that will only be further narrowed down the more I find out about other products in the set (which is, so far, zilch so not proving very easy). I hope these dates are accurate, and I think they are, but I know from IPONZ that their database is not always complete for products. 

photo of Muisjes courtesy of http://ethnicidaho.blogspot.com and copyright © Nicole Holten

Bite Size: Game On

In Four Square Supermarkets on August 5, 2011 at 10.46

4 Square was a significant chain of grocery corner stores amongst the earliest of them, and can likely claim to be the first to offer self-service style shopping in the history of the country. Although product under their own brand was on shelves by late 1924, the company wasn’t officially formed until 1925 – with its branding as we now know it following in 1929.

I have previously posted on the topic, albeit briefly, in the early days of this blog – and there’s plenty of material so I will be adding some information in further posts as I cover the different versions of this novelty item I am featuring here. I am trying to post them in sets of four cards as I digitally repair them. This one amongst many advertising gimmicks the company issued; there was also a board game and colouring book.

I have seen three or four versions of this Snap set promotional gimmick; one dating from the late 1950s (very hard to acquire), one from the early 1960s (which I have just purchased and am waiting to be delivered into my hot little hands) and this one which likely dates from the late 1970s. It’s a really good snapshot of what products were on offer during that era, and I remember them all.
New World were a big chain of supermarkets from the early 1960s which are still around today, but I’m not sure what CPS is, I’ll need to do some more work on that. I’m also not clear on whom acquired whom at this point.

PS. apologies for the crappy image of the box; my set came without one, and this was the only picture I had stashed away.