Snowdrift Shortening

Advertisement: Showdrift Pure Rich Creamy Vegetable Fat for Making Tempting, Hot Biscuits. The Ladies' Home Journal, December 1921. GGA Image ID # 1b8f708f0e

Many a good cook tells us that she has used cooking fat of one kind or another all her life and never knew how good a fresh cooking fat could be until she tried Snowdrift. Snowdrift is a pure, rich, creamy fat made entirely of the choicest vegetable oil—the perfect fat for every use in cooking. Open the airtight can, and you always find Snowdrift fresh!

Snowdrift is made entirely of this pure vegetable oil—nothing else—hardened into a creamy cooking fat by hydrogenating because—frankly—the women of this country didn't want to cook with a liquid fat but wanted their cooking fat to be white and solid and look like the old-fashioned hog lard they were accustomed to rich vegetable cooking fat always white, sweet and fresh.

Advertisement: Showdrift Pure Rich Creamy Vegetable Fat with Recipe for Pudding Sauce. The Ladies' Home Journal, October 1921. GGA Image ID # 1b8fe607b4

Snowdrift is sweet—what do you mean when you say "sweet" cream? Snowdrift is fresh—as you use the word to describe new-laid eggs. You know how much nicer eggs, butter, and cream are when fresh. Have you ever stopped thinking that shortening is fat and is just as much better when fresh?

In its new air-tight package, Snowdrift is fresh when you open it in your kitchen.

After it is opened, Snowdrift "keeps" just as well and as long as any other shortening. Its advantage is that it is fresh when you start to use it. Its air-tight package protects its purity and freshness, as no other package could, while it is on its way to your grocer and from your grocer's store to you.

Advertisment: Showdrift Pure Rich Creamy Vegetable Fat - Fresh is Best. The Ladies' Home Journal, June 1921. GGA Image ID # 1b903a0bd9

Snowdrift is unparalleled for making cakes, pastries, or biscuits, frying, enriching vegetables, and making sauces or candy. It makes things good to eat, and Snowdrift itself is 100% rich, nourishing, wholesome food.

This freshness makes a great difference. Try Snowdrift and see if you don't agree.

Advertisement: Showdrift Pure Rich Creamy Vegetable Fat Featuring Their New Snowdrift Cook Book. The Ladies' Home Journal, April 1921. GGA Image ID # 1b9042e1ac

Advertisement: Snowdrift Pure Vegetable Shortening - For All Cooking. The Ladies' Home Journal, February 1921. GGA Image ID # 1b907572e8

Open the Airtight Can and find SNOWDRIFT fresh!

For all cooking SNOWDRIFT Creamy Pure Rich Creamy Vegetable Fat

Snowdrift is unexcelled at making cakes, pastries, or biscuits, frying, enriching vegetables, and making candy or sauces.

Try this recipe for Pudding Sauce:

• 2/3 Cupful Sugar
• 1 1/4 Cupfuls BoilingWater
• 1 1/4 Tablespoonfuls Flour
• 1 1/2 Tablespoonfuls Snowdrift
• 1 Teaspoonful Nutmeg
• 1/8 Teaspoonful Salt

Combine the sugar, flour and salt. Mix thoroughly. Gradually pour in the boiling water, add the Snowdrift, stirring constantly, bring to boiling point and boil for five minutes. Add the nutmeg and serve hot.

Snowdrift Shortening Advertising Campaign (1921)

Campaign Overview

The Snowdrift Shortening campaign, featured prominently in The Ladies' Home Journal throughout 1921, exemplifies the art of aligning a product with household values of quality, freshness, and convenience. The series of advertisements effectively positioned Snowdrift as a superior alternative to traditional cooking fats, highlighting its purity, creaminess, and innovative packaging. By blending emotional appeal, practical utility, and visual storytelling, the campaign resonates with homemakers striving for exceptional culinary results.

Key Messaging Highlights

1. Purity and Freshness:
   • Snowdrift is portrayed as a pure, rich, creamy fat derived entirely from premium vegetable oils.
   • Emphasis on freshness is central, with the innovative airtight packaging ensuring purity and preserving the fat's fresh, sweet qualities until opened.
2. Culinary Versatility:
   • Snowdrift’s suitability for a range of cooking needs—cakes, pastries, biscuits, frying, sauces, and candy-making—is consistently showcased.
   • Recipes, such as the Pudding Sauce, are included to inspire practical use and encourage consumer experimentation.
3. Consumer-Centric Innovation:
   • The campaign acknowledges consumer preferences, addressing the desire for solid, white cooking fat reminiscent of traditional lard but made healthier with vegetable oil.
   • Snowdrift’s air-tight can is highlighted as a groundbreaking innovation, ensuring freshness and reinforcing its distinction from competitors.
4. Emotional Appeal:
   • The advertising uses relatable analogies (e.g., fresh eggs, butter, and cream) to underscore the value of freshness in shortening.
   • Testimonials from “good cooks” lend credibility, fostering trust in Snowdrift’s quality and performance.

Creative Execution

Each advertisement features visually engaging layouts paired with persuasive text. The copy balances technical explanations of Snowdrift's benefits with vivid imagery of tempting, home-cooked meals. The consistent use of phrases like “pure rich creamy vegetable fat” and “fresh is best” reinforces brand recognition.

Portfolio Significance

This campaign stands as a testament to the agency’s ability to:

• Understand and address consumer needs with compelling storytelling.
• Elevate a seemingly utilitarian product into a household staple synonymous with quality and innovation.
• Leverage media like The Ladies' Home Journal to target a key demographic of homemakers with significant influence over household purchases.

Key Results (Anticipated Impact)

By associating Snowdrift with freshness, versatility, and culinary excellence, the campaign not only increased product awareness but also redefined consumer expectations of cooking fats. Its focus on both practical benefits and emotional connections ensured Snowdrift’s position as a trusted kitchen essential, making the campaign a cornerstone of the agency’s portfolio.