Historic Swiss Food Product Posters

On a quirky weather Sunday in Switzerland, we thought it too risky to hike so opted instead to visit the design museum, Museum für Gestaltung Zürich.  Of particular interest was “The Magic of Things” object poster exhibit that runs until January 6th, 2013.  According to the brochure, object posters are “a sub-category of the product poster: the main protagonists are objects used in everyday life, which are depicted as highly desirable objects that seduce us to buy them.”  Essentially, the object posters were close-up illustrations of products used in advertising.

Branded, mass-produced products began replacing “staple” goods in Switzerland in the late 19th century. Packaging and advertising became important as they served to replace the function of the local store clerk in describing and recommending the product.  The first object posters appeared in Germany as early as the beginning of the 20th century.  This style poster was not commonly used in Switzerland until the 1940s and 1950s during the rapid, post-World War II economic recovery.  Below are some snapshots I took of the stunning posters on display.

I love the posters for butter and “edible oils”.  Grey and blue ceramic Schmaltz pots, as featured in the poster below, were very often used in Switzerland to store butter and/or cooking fats.  The heavy, two-handled pots are often seen in museums and many, many can be found at second hand shops.  I have a few and use them to hold kitchen utensils but they are frequently used nowadays as planters.

 

 

 

 

 

 

 

 

 

 

 

 

One notable aspect for me when viewing the roomful of posters was my familiarity with a number of the brands advertised in the 1940s and 50s.  A testament to the impressive stability of many Swiss consumer goods producers.

 

 

 

 

 

 

 

 

 

 

 

 

Preserving fruits and vegetables was, traditionally, always done at home.

These posters tempted consumers to save themselves the trouble.