Planters Passover Manna
| This pamphlet is, not-so-subtly, an extended advertisement for Planters Peanut Oil. In the tradition of Manischewitz and Maxwell House, Planters tried to reach Jewish consumers by pandering material to them. You can't determine the size of this booklet on Scalar, so try to imagine it: it's about the size of an index card, small enough that it could be easily shelved at the grocery store or sent as mailers to Jewish families. There's no date of publication available, but references to Israel, established in 1948, Standard Brands, dissolved in 1981, and Planters itself, acquired by Standard Brands in 1960, place the cookbook in the post-war era. I believe this document was created in the mid-1960s due to a comment about being one woman being a "third-generation" Planters customer. Planters started in 1906, when the grandmother of the "young homemaker" in question was likely a young homemaker herself. I found this commercial cookbook in the Nicole Di Bona Peterson Collection of Advertising Cookbooks, 1850s-2000s, at the Rubenstein Library at Duke University. This is the first digitalization of this archival material. |