From the Factory to the Table: Advertising Cookbooks and the Changing Face of American Domestic Cookery 1880-1941
7. Brand Loyalty: Rumford Receipt Book
"Good things will be found on every page."
Maddocks, Mildred, and Rumford Chemical Works. 1911. Rumford Receipt Book. Providence, R.I: Rumford Chemical Works.
24 p.; 24 cm.
The Rumford Receipt Book offers itself as a sampling of recipes from a much larger cookbook. This larger, deluxe cookbook was available free to customers with the proof of purchase of 10 cans of Rumford Baking Powder. This strategy is not found in any of the other cookbooks, but it shares the underlying issues of brand loyalty that are exemplified in many of them. These include the importance of establishing authenticity through establishment of a standardized brand packaging image (see item 6). The purity of the brand is also established throughout, notably in the introduction and the interior of the back cover (see items 2 and 5)
The chromolithographed cover (item 1) is notable as it ties this book in with the trend of advertising cards, which were were only obliquely related to the product they were selling. They were meant to be eye-catching, colorful Trojan Horses for bringing advertising into the home in understated ways. In this example, one wonders if the doll-like features of this girl were not meant to appeal to children.
For further description, including call number, please see this item's catalog entry.