Over the company’s long history, the Whipple Company and Grandmother’s Mincemeat found a number of different ways to promote their expanding market of products. Below are a series of promotional materials from our archives that Grandmother’s put out over its long history.
This image is a promotional illustration
that was part of a Christmas themed Grandmother’s Mincemeat advertisement.
Mincemeat pies are a popular holiday treat and many of the company’s ad
campaigns focused on holiday themes.
This trade card is another
Grandmother’s Mincemeat advertisement, this time in the form of a promotional
song. The singer’s pilgrim hats are another attempt by the Whipple Company to
connect their product to the holidays, when mincemeat would likely be most
popular.
This longer print advertisement
for Grandmother’s mincemeat references the classic song “Over the River and
Through the Wood.” Grandmother’s branding focused on promoting their product as
being connected to the holidays and especially connected to family; which considering
the company’s origin was appropriate.
Unlike the previous advertisements
this one could be run at any time of the year. The rectangular white and black flap was
intended to be folded back so that a jar of mincemeat could be placed in the opening allowing the ad to stand up straight as a promotional piece in a store window.
Grandmother’s didn’t just make
mincemeat. As the Whipple Company expanded, the Grandmother’s brand did too.
This advertisement for a variety of fruit based pie fillings shows how the
company expanded its reach beyond standard mincemeat. Different fruit flavors
like lemon and raspberry could be sold year round and had less of a seasonal
association the way mincemeat did.
By expanding into other products
beyond mincemeat the Whipple Company also expanded their branding, though they
continued to use themes related to Natick. These Strawberry preserves also made
by the Whipple Company but were part of their Walnut Hill Brand of jams and
preserves, named for Walnut Hill in Natick. Though this is not technically
Grandmother’s brand, the image of Grandmother Tuttle is still present on the
label.
The Natick Historical Society is
lucky to have an extensive collection of items and archival materials related
to this important part of the commercial history of Natick. Our archives
relating to the history of the Grandmother’s Mincemeat Company were recently
reorganized by an archival intern here at the historical society. Many of these
objects are on display in our permanent collection detailing Natick’s
commercial history.
I enjoyed the blog about the Whipple Company. Question: did the original recipe for mincemeat actually contain meat (some do and some don't). Also, what ultimately happened to the Whipple Company and its recipes?
ReplyDeleteWell done!
The original recipe did include beef, at least according to their packaging. Later recipes that the Whipple Company used however, did not include beef or suet but instead used shortening.
ReplyDeleteThe Whipple Company was purchased in 2003 by Allied Old English Inc. of Port Reading New Jersey. Grandmother's brand products are still available through their new parent company.
Thank you for your prompt, informative reply!
Deleteused the rum flavored mince added 2 cups venison cooked and shredded and 1/2cup of fruitcake mix. blended all together put in 9 in crust lined pie plate and baked with a top crust! came out great and got a lot of great comments from family!! it went fast!! will definitely use G-Mothers again!
ReplyDeleteI recently moved to an old house in Franklin and found an unopened can of Grandmother's Old Town Fig Square filling. In researching it, I came across this blog post. I'm trying to find out how old the can is and didn't know if anyone there is interested in taking a look. I have pics I can send.
ReplyDeleteWhat a good blog you have here. Please update it more often. This topics is my interest. Thank you. . .
ReplyDeletemuhammad Zukerminocov.com
Can you tell me when Whipple's mincemeat stopped containing beef or suet? Did it in 1913? Thanks!
ReplyDeleteAhh, the good ol' days. At least we still have Casey's Diner in town. I don't know what I would do for lunch without it. Thanks for sharing.
ReplyDeleteMy Uncle worked at Whipple in the 50's and 60's and lived right behind the factory on Bigelow Ave. Their strawberry syrup was fantastic.
ReplyDeleteI was very pleased to find this site.I wanted to thank you for this great read!! I definitely enjoying every little bit of it and I have you bookmarked to check out new stuff you post.
ReplyDeletegoing here