Pam’s Pictorama Post: In yesterday’s postal post I went on a long tangent about my recent interactions with the post office. Today, I will focus a bit more on the advertising aspect of the other letter opener I purchased, one for Oneeda Biscuit.

I tend to think this one will be designated to go to the office although I am realizing that on my messy desk at home (as opposed to my messy desk at work) I might more easily located this one in order to use it, rather than the smaller Red Lodge Montana souvenir one I wrote about in my prior post. I used this one yesterday for the first time. I’ll have to give that some thought.

This letter opener only has the image on one side which I find disappointing although I guess the trouble to create art for the back of this little boy in his raincoat seemed unnecessary for a give away item like this. (I am pausing for a moment to reflect on the idea that this sort of give away doesn’t really exist any longer, does it? Sad for the future collectors of the universe.) Nonetheless, it was a tad disappointing.

Having said that, The art on this is sort of splendid and although slightly chipped in places, in good condition overall. A quick look for these online shows everything from pristine to really ratty. If this makes your pulse quicken and you set your heart on owning one you have ample opportunity.

Oneeda Biscuit, as many Pictorama readers may already know, was the forerunner to today’s enormous corporation Nabisco. Founded at the dawn of the 20th century, it played the food field with the likes of nascent Heinz, Kellogg, Hershey, Campbell Soup and Wrigley.

The early days Uneeda produced hard tack, crackers for seamen and soldiers that had a more or less infinite shelf life having figured out a way to ship and store crackers in something other than a barrel. However these folks ultimately brought us beloved snacks such as Oreos, Saltines, Ritz Crackers and Nilla wafers. Theirs is a fast paced history through the early growth of a US company through competition, war and peace. (The full history can be found on a site devoted to its history as touched on here.)

Enterprising rival companies tried to trade on the early version of the name and efforts to stamp out the likes of Uwanna Biscuit and Iwanna Biscuit were tracked down and eradicated. Uneeda cadets were sent out to ensure cracker freshness in the field as well as these copyright infringers.

As indicated above, Uneeda figured out the moisture proof packaging needed to deliver crackers in individual packages to consumers. The wax paper wrapper was the industrial breakthrough and this little fellow in his slicker is meant to illustrate the moisture proof nature of the packaging. (It took me a bit of research to figure that part out and I would say, at least in this day and age, it isn’t entirely self evident.)

This little fellow, Biscuit Boy, becomes the center of their national advertising campaign in 1901, two years after its founding. (Arguably the very first national advertising campaign ever.) Its forerunner was the slogan, Lest you forget, we say it yet, Uneeda Biscuit, but they decided they needed something more.

In addition to the treats already mentioned, they were the early creators of Animal Crackers – always a personal favorite. Later in the tale, Triscuits, a Deitch Studio favorite, were also created and added to the long-lived line up.

Meanwhile, the Biscuit Boy himself was the nephew of the ad exec who created the campaign. His name was Gordon Stille and he was five in 1900 when he was photographed in a slicker and boots for this campaign. He was paid the princely sum of $100 for his services, but given the popularity of the image he ultimately felt he was undercompensated and sued, but died an elderly man without resolution. (All of this and more entertaining information about the history of the company can be found on this blog site devoted to food history here.)

Kim and I both immediately began to wonder about how this Uneeda boy advertising might relate to the Morton Salt girl of our youth. She makes her debut a few years later in 1914 with the brilliant slogan of When it rains it pours, and one can’t help but wonder if they weren’t somewhat inspired by the trench coat kid when they designed her. (I remember studying this salt container as a child!) I can find no evidence of this however online, only statements that images like Morton Salt, Aunt Jemima, Fisk Tires, etc. became very much in vogue for advertising in the period. However, the idea that this jolly little girl (significantly less dour and damp looking than our friend from Uneeda) is also out in the rain to prove that Morton Salt would still pour in the rain – another triumph over humidity and the nature of food storage.

My hat’s off to my friend at Red’s Antiques (@reds_antiques or www.ebay.com/usr/reds_antiques) for supplying these two items which will be used daily as mail is still received here at Deitch Studio as well as, hopefully increasingly, at my office.