Pepperidge Farm Advertising and Promotional Materials Collection, and undated

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1 Inventory of the Pepperidge Farm Advertising and Promotional Materials Collection, and The John W. Hartman Center for Sales, Advertising & Marketing History David M. Rubenstein Rare Book & Manuscript Library Duke University Durham, North Carolina USA

2 David M. Rubenstein Rare Book & Manuscript Library Duke University Box 90185, 103 Perkins Library Durham, North Carolina USA Phone: (919) / Fax: (919) special-collections@duke.edu URL: Abstract The Pepperidge Farm Company was begun in 1937 by Margaret Rudkin of Fairfield, Connecticut. It is currently a subsidiary of the Campbell Soup Company. The Pepperidge Farm Advertising and Promotional Materials Collection consists of brochures and packets related to promotional incentives, photographs of store displays, proofs, and promotional recipes from the period roughly Includes photographs of Pepperidge Farm Stuffing and Pepperidge Farm Party Rolls store displays; a display sign for Pepperidge Farm White Bread; color and newsprint proofs for White Bread and Rye Bread; as well as books of prize options for company promotional offers. Also includes a packet of materials detailing the 1966 Advertising and Promotional Program, and a promotional book of recipes authored by Margaret Rudkin. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History. 2

3 Descriptive Summary Collection Title: Pepperidge Farm Advertising and Promotional Materials Collection, and Creator: Pepperidge Farm, Inc. Extent: 0.9 Linear Feet, 20 Items Language of Material: Material in English Information for Users Access Restrictions Collection is open for research. However, collection may contain materials to which the Acknowledgment of Legal Responsibilities and Privacy Rights form applies. Patrons must sign this form before using this collection. Also, all or portions of this collection may be housed off-site in Duke University's Library Service Center. Consequently, there may be a 24-hour delay in obtaining these materials. Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection. Copyright Notice The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library. Preferred Citation [Identification of item], Pepperidge Farm Advertising and Promotional Materials Collection, David M. Rubenstein Rare Book & Manuscript Library, Duke University. Provenance The Pepperidge Farm Advertising and Promotional Materials Collection was received by the David M. Rubenstein Rare Book & Manuscript Library as a purchase in Processing Information Processed by Jessica Wood, April 2010 Encoded by Jessica Wood, April 2010 Accession is described in this finding aid. Descriptive sources and standards used to create this inventory: DACS, EAD, NCEAD guidelines, and local Style Guide. This finding aid is NCEAD compliant. 3

4 Historical Note The Pepperidge Farm Company was begun in 1937 by Margaret Rudkin, who lived at her family's farm (called Pepperidge Farm) in Fairfield, Connecticut. Rudkin's son suffered allergies from preservatives in commercial bread products, so she began baking all-natural breads in her home kitchen that he might safely eat. She moved her operations from the kitchen to her garage, and began selling loaves to specialty stores in Manhattan. In 1939, she sold her 500,000th loaf. The following year, she moved operations to a nearby factory, where she was able to produce 4,000 loaves a week. In 1947, the company moved again to a large facility in Norwalk, Connecticut, and began selling stuffing and dinner rolls in addition to bread; by this point the company was producing 4,000 loaves of bread per hour. During the 1950s, the company began running television commercials, and initiated their Distinctive Cookies product line based on a recipe Rudkin had purchased from a European company. That decade, Rudkin also purchased the New Hampshire frozen pastries company, Black Horse Pastry Company, allowing Pepperidge to sell Puff Pastry. In 1961, Pepperidge Farm, Inc. was acquired by the Campbell Soup Company; the following year, the newly-owned company released its popular Goldfish line of crackers, borrowing the idea from Swiss companies. In 1963, Rudkin released a cookbook entitled, The Margaret Rudkin Pepperidge Farm Cookbook, which became the first cookbook to feature on the New York Times Bestseller List. Rudkin retired in Collection Overview The Pepperidge Farm Advertising and Promotional Materials Collection consists of brochures and packets related to promotional incentives, photographs of store displays, proofs, and promotional recipes from the period roughly Includes photographs of Pepperidge Farm Stuffing and Pepperidge Farm Party Rolls store displays; a display sign for Pepperidge Farm White Bread; color and newsprint proofs for White Bread and Rye Bread; as well as books of prize options for company promotional offers. Also includes a packet of materials detailing the 1966 Advertising and Promotional Program, and a promotional book of recipes authored by Margaret Rudkin. Collection Arrangement Items arrived unfoldered and in no particular arrangement. They were foldered by item type and date, and arranged alphabetically by folder title. Subject Headings These are searchable subject entries for this collection. Performing a search on these subjects in the Duke University Libraries online catalog will bring up other related research materials. Pepperidge Farm, Inc. Rudkin, Margaret, Advertising--History. Advertising--History--United States. Bakeries. 4

5 Bakeries--Connecticut. Bread--Marketing. Bread--United States--History. Bread industry--united States. Display of merchandise. Food industry and trade--connecticut--history. Food industry and trade--united States--History. Formulas, recipes, etc. Groceries--Marketing. Prize contests in advertising. Promotions. Sales promotions. Sales promotions--united States. Fairfield (Conn.)--Commerce. Brochures. Recipes--United States. Photographs. Promotional materials. Proofs. John W. Hartman Center for Sales, Advertising & Marketing History. Related Material Related materials may be found in the following Hartman Center collections: Bates Worldwide, Inc. Records Giant Food Stores Advertising Collection David B. McCall Papers Garrett Orr Papers Richard Pollay Acme Advertising Collection Robert S. Smith Papers Strobridge Lithographing Company Advertisements 5

6 Inventory of the Pepperidge Farm Advertising and Promotional Materials Collection, and List of Series Promotional Materials, and (1 box) Contents of Collection Promotional Materials, and (1 box) Contains brochures and packets related to promotional incentives, photographs of store displays, proofs, and promotional recipes from the period roughly Box 1 Advertising and Promotional Program, 1966 Display photographs, Display sign, Distributor-Customer Contest Book, Distributor-Customer Contest Book, Miscellaneous promotional materials, 1958 and [Includes price lists; product placement guidelines pamphlet; promotional brochures; recipes] Prize Book, 1957 Proofs, 1967 and (3 folders) 6

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