A guide to

Pillsbury Advertising Items

1869-1969

Page Last Updated 04 Fe 01

Charles Pillsbury realized the value of name recognition. Therefore, almost as soon as the Pillsbury flour mills opened, advertising items were prepared to promote Pillsbury products.

1880's to 1914:

Flour Bag Inserts

Beginning at least in the 1880's, Pillsbury began including circulars as inserts with their products. These circulars were normally four pages in length and included recipes for traditional items, such as bread. These appear to have been Pillsbury's first cooking publications. Several are known to exist. The earlier ones are scarce, possibly SI = 7 (see Scarcity Index, at bottom of page), but later ones are not uncommon. Possibly the most interesting is this one, c. 1895, that doubles as a Victorian cut-out paper doll.

Trade Cards

During the latter part of the 19th century, Pillsbury also took part in a major exporting effort to countries overseas. Proud of their involvement, the company commemorated it in several advertisements, such as this one, properly called a "trade card." Several trade cards were made to promote Pillsbury products. The most notable of these featured two African-American children sailing in a barrel (as though it were a boat). That drawing has been reproduced recently on a poster.

Philatelic Items

Pillsbury also advertised using envelopes, and post cards. Pillsbury's growing popularity is attested by the fact that the post cards in the style above are reasonably common (SI = 2). [Note: other post cards, such as one leather Pillsbury card and another panorama of the mills from 1905 are not as common. SI = 4]

Product Containers

As with many companies then and now, many items that contained Pillsbury products, such as this wooden box were emblazoned with Pillsbury slogans, logos, and product names.

Other Items

Signs
A stereo view of the then-newly-constructed "A" Mill (1880's, SI = 7) is quite a find.
A sewing card, which came with several needles. It reads "Pillsbury's Best sets the pace for Flour Excellence the World over." These needle cases were given away at the Louisiana Purchase Expo in St. Louis.
SI = 8
(value estimate: over $125).

c. 1896

Advertising pin, "The Flour that Sells Around the World"
"31,000 barrels per day"
The back has two patent dates, both in 1896.
SI = 6

1914:
In addition to placing "passes" to the "A" Mill inside their cookbooks, Pillsbury also issued separate visitors' passes to their mill during this period. The pass gives the capacity of the "A" Mill at 16,000 barrels per day and of the Pillsbury operation at 35,000 barrels.
SI = 6+

Beginning in 1910 and becoming more popular in 1914, with the publication of the most recent edition of the Pillsbury Cook-Book, the company began using a colonial couple in its advertising. These colorful and cute figures were identified with Pillsbury products until the 1930's and were featured on several advertising items.

1914-1920:

Ink blotter
"Race Successward"
Colonial man with flour sack SI = 7

1916:
Easter Calendar, 1916, with lilies
Colonial couple advertising.

1919:
In 1919, Pillsbury products (including their Cook Book, starting in 1924) received a new look: a red and white swirl. The idea was to emphasize the fact that Pillsbury's Wheat Cereal, Health Bran, Pancake Flour, etc., were all part of a "family of foods." This swirl effect remained until 1940.

1920's:

Pillsbury's Health Bran baking tin
13.5" by 6.75"
Holds eight muffins.
Marked "Pillsbury Health Bran".

Health Bran had begun before the 1920's, but in the 20's the company saw an increase in the product's popularity and began promoting it with advertising products. In 1929, the name was changed to "Wheat Bran."

1929:
In 1929, Pillsbury began to sponsor radio shows. Certain programs were popular enough that booklets and premiums were published which promoted not only the shows but also Pillsbury.

1930:
Pillsbury's Standard Road Map
Minnesota and Wisconsin
Produced by Hudson's, with Pillsbury cover and advertisement. $20 to 30
Maps of the area exist dated at least as late as 1932 and with the Pillsbury advertisement.

Early 1930's:
Mary Ellis Ames, Director of the Pillsbury Cooking Service, offered her own cooking program on CBS radio. In the years that followed, "Cooking Close-Ups" was aired on both Wednesday and Friday mornings.

1934:

Slide Rule, Parisian Novelty Co.
6.5" x 1.25"

1935:

"Today's Children" Family Album, 24 pages.
Identifies the characters in the "Today's Children" radio show, which was sponsored by Pillsbury. By this time, the show had been on for a while (since 1929) and had built a devoted following.

This silverplate dessert server was available from Pillsbury, in conjunction with Wallace Silversmiths. It is marked "Luxor Plate -- Wallace" on the back. The server was available during late 1935 (and possibly some of 1936) by sending in 25c and certain box tops. In the Wallace listings, the pattern -- which depicts strawberries -- is called "Pillsbury."

1936:
Sheet music from "Lonely Heart," a song from "Today's Children."
Front cover features a wedding scene; back cover gives wedding cake recipe.

Pillsbury's Play Bakery
Cut-outs/standups. Explains how bread is made. $50

Scrappy's Puppet Theater
with 6 puppets, paper foldout
presented by Pillsbury's Farina

1937:
Today's Children: A Story of Modern American Life, 312 pages.
"As told by Mother (Eileen) Moran."
Hardback with silver dust jacket.

3 Stooges "Moving Picture Machine," from Pillsbury's Farina and Columbia Pictures.
Punch out of cardboard. Comes with 2 films. $400.

Comicooky Baking Set
Cookie cutter with cardboard comic strip figures from "Gasoline Alley." $75

1938:
The Woman in White, 16 pages.
12" by 9.5" booklet. Identifies characters in the radio show, which was sponsored by Pillsbury.

Milk bottle,
"Lower Cost for Good Food"
Manufactured by Liberty Glass (Sapulpa, OK)
SI = 8⁺

Farina play telephone.
Free with 2 proofs of purchase from Farina.

1939:
Sheet Music from "The Woman in White," by Donna Lee.
From the Pillsbury-sponsored radio program.

1942-1944:
Ration book, with Pillsbury advertisement inside.

1944:
"Ann Pillsbury" made her first appearance this year. She would continue to be a selling point for Pillsbury products for many years to come.

This year also saw Pillsbury sponsor a set of Syroco figurines, all based on King Features Syndicate newspaper characters. Among those characters were: Wimpy (from Popeye); Dagwood (from Blondie); Tim Tyler; Barney Google; and Jiggs. These sell for approximately $50 each now.

Pillsbury 4-Kernel Circus Animated Coloring Book
12 pictures to color
Portions would be cut out and "animated".

1947:
Gene Autry Adventure Comics and Play-Fun Book, 32 pages
8" x 6.5"
SI = 6+

1949:
This was the year of Pillsbury's first "Grand National" Bake-Off. The Bake-Offs were so popular that they sponsored numerous related products.

Plastic Advertising Token from the first national Bake-Off.
These were also available as cardboard punch-outs. The plastic ones are more common.

1952:
Pillsbury Circus Party
Six sheets of punch-out cake decorations
10" x 10"
Issued in mail order envelope
Available at least through 1961.

Late 1940's-1960's:
Pillsbury (Extra Value) Premium Catalog, 24 pages
There were at least ten issues of the Catalog in the early days, possibly through about 1961. Each of these catalogs listed merchandise that could be redeemed with Pillsbury "extra-value coupons" (proof of purchase seals). In the earlier books, nearly none of the merchandise was manufactured by or for Pillsbury.

c. 1950's:
Mechanical Pencil, "Pillsbury's Best Feeds"
"39% more laying energy"

Giveaway cups and saucers
Green plastic (fake jadite)
Made by Gotham Plastics
Stickers indicate free with Pillsbury's Best flour

1955:
Biscuit cutters, plastic
Manufactured by Kesco Plastics.
Two cutters, with instructions, in cylindrical box.

1956:
Cookie Cutters, elephant and donkey, 1956 presidential race.

1957:
Game, "Flip 'N' Win"
Similar to tiddley winks
plastic discs, playing board, and envelope
In conjunction with the Mickey Mouse Club television show

Cookie cutters, Christmas theme
Aluminum composition
Reindeer, Christmas tree, bell, lamp, sleigh

1961:
In 1961, Pillsbury purchased an artificial sweetener business and began to market "Sweet 10," which became one of the most popular sweeteners on the market. From 1964 through 1969, Pillsbury sold "Funny Face" drink mix, which was similar to Kool Aid but which used Sweet 10. Sweet 10 was withdrawn in 1969 (due to an FDA ban of its formula), and Funny Face was reformulated to use saccharine. Funny Face continued to be popular throughout the 70's, although reduced sales in the late 70's caused Pillsbury to sell the product to Brady Enterprises in 1980.

"Sweet 10" sweetener box cutter.
"Sweeten your profits with Pillsbury's Sweet 10."

1963:
County Fair Party
123 pieces total, all paper cut outs.
comes in yellow wrapper with pictures and Pillsbury logo.
Shipped in white envelope. $15

1965:
How Freckle Face Strawberry Got His Freckles, 16 pages.
Promotional book in conjunction with Funny Face drink mix.
6.5" by 8".
Original cost: 29c.

The Pillsbury Doughboy, more formally "Poppin' Fresh," made his television debut in a commercial for Pillsbury's crescent rolls. Within a few years, he highlighted the cover of the Bake-Off cookbook series. Before long, he was everyone's favorite baking advertisement. These days, he even has his own website.

c. 1966:
"Goofy Grape Sings," seven inch Long Playing record
Mark 56 Records
All other Funny Face characters also represented.

1967:
The Sir Reginald Lime-Lime Story
by Pete Bastiansen
Part of the Funny Face product promotion
Original price 25c.

1969:
Funny face plastic mugs, in seven different designs, were also offered this year. These were free with seven proofs of purchase (empty Funny Face packets). They are quite common because of their popularity.

Advertising items with uncertain times:

Early?
Pencil sharpener/woodworker's plane
"Sharpen your pencil and write your order for Pillsbury's Best flour.
"Advertising Results, Pat. Applied For, Chicago"
3.125" by .625" by .875"

Silver Spoon
"Barrel"/logo design in bowl
Eustis Brothers, Gorman, Sterling

c. late 20's-1930's:

Syrup hanger, "You'll like me best with Pillsbury's Pancake Flour."
4" tall, paper

c. 1930's:
Set of metal measuring spoons
"Pillsbury's Wheat Bran makes delicious muffins."

Letter Opener/6" ruler
Copper

Napkin, "Ann Pillsbury" signature in red

The premium catalog booklets (see above) indicate that Rogers Brothers' "Lady Ann" silverplate pattern was named after "Ann Pillsbury" and was manufactured exclusively for Pillsbury. Apparently, the exclusivity was not entirely true, for the pattern was available as early as 1941 and was called "Priscilla" elsewhere. Pillsbury catalogs list the following items as available: teaspoon; dinner knife; dinner fork; dessert spoon; salad fork; tablespoon; iced tea spoon; oyster fork; butter knife; soup spoon; gravy ladle; butter knife (different) and sugar shell; cold meat fork and berry (cassarole) spoon. A box, made by the Pillod Cabinet Company, was also available; it could hold up to 100 items.

Recipe Cards
"Ann Pillsbury" signature at top

Employees' pins, "10 years" and "15 years," are also known. These were manufactured of 10k gold, with screw-on backs.

A few words about Scarcity and Condition:

Scarcity

The Scarcity Index (SI) is an attempt to measure how common or how rare items are, relative to one another. A "1" rating indicates a very common item -- several copies of very common items can be found on eBay every week. A book rated "2" is estimated to exist in about half the quantity as a "1" book, and so on. Items rated "5" to "7" are considered "scarce." If you see a copy on eBay, another will likely not appear until a few months have passed. Items rated "8" or "9" are "rare": you may see one or two copies on eBay every year. Items rated "10" are "very rare."

Condition

The condition of a paper item greatly affects its value (and resale prospects). The most common conditions given for paper items are: fine (F or "near mint" NM): very good plus (VG+); very good (VG); very good minus (VG-); good (G); fair (fr); and poor (p).

Use the condition in connection with the Scarcity Index. Items with SI 1-5 are generally not collectible in conditions lower than VG (very good). This does not mean that people will never buy copies, but since the book is relatively common, buyers will want to obtain lower grade copies cheaply (a few bucks). On the Internet, most low grade common books sell for $5 or less. For books of slightly higher interest, VG copies sell for 1/4 to 1/3 of the Fine condition price. VG+ copies sell for 1/2 to 3/4 of the Fine price.

Items with SI 6 or 7 are normally collected in G (good) grade or higher, although some collectors will wait for better copies to surface. Good condition copies will sell (typically) for 1/10 to 1/6 what a Fine copy will bring.

Items that are rare or very rare will sell in almost any grade, although obviously higher grade copies will sell for much more. "Poor" condition normally means "not collectible no matter what," but if the book has some significance historically and is rare, even poor condition copies will sell.

All books from the late 60's on are assumed to be common in higher grades.