I've mentioned a few times how running ads in local newspapers used to be an important part of national advertising campaign, especially in the days before television siphoned off much of a company's marketing budget.
The Lorain Journal used to enjoy a healthy revenue stream from these national advertising purchases, especially in the 1950s. New products were constantly being introduced, and older ones had to make their presence known to maintain their market share.
It's kind of interesting how Blue Bonnet was marketed. The ad doesn't even pretend that Blue Bonnet tastes like butter or is better. Instead, it is presented as an economical alternatives to other margarines and 'spreads.' The ad notes, "Each pound of of tasty, nourishing Blue Bonnet Margarine costs less than half as much as the high-priced spread.' Blue Bonnet is also uniquely positioned as having 'extra nutrition' and being rich in both Vitamin A and Vitamin D.
Baby Boomers might also recognize the grinning face of Howdy Doody in the lower right hand corner of the ad. Blue Bonnet was apparently the freckled puppet's 'favorite.'
I like the gimmick of including photographs of real housewives wearing blue bonnets and offering their own mini-testimonials. It kind of personalizes the ad, although we have no idea where the amateur spokeswomen live.
Lastly, in our modern era in which controversial mascots (Uncle Ben, Aunt Jemima, the Land O'Lakes Indian maiden, etc.) have been retired in recent years, it's kind of nice to know that Blue Bonnet Sue is still around. No one is complaining about the way she looks or her old-fashioned head gear. She's on the package and still looks much the same as she always did.
But alas, while Blue Bonnet is technically a margarine, apparently it's not allowed to market itself as such. According to federal regulations, margarine needs to have a minimum fat content of 80% to be labeled as one in the U. S. unfortunately, Blue Bonnet only has 53%. So instead, the box says "53% Vegetable Oil Spread."
The well-remembered tagline is on the box as well, although I haven't seen a Blue Bonnet TV commercial for decades. Here's a vintage one.
And here's a bizarre one from the Great White North circa 1981, featuring a live-action Blue Bonnet Sue that's about as big as a Barbie doll. (I can see her being chased around the kitchen table by a love-crazed Snap, Crackle and Pop a la the Marx Brothers.)
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I've featured Blue Bonnet on this blog before, in the form of a 1957 advertisement back on this post.
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Click here to read an interesting history of the brand, complete with the story of the woman who modeled for the very first illustration of Blue Bonnet Sue.