Birds Custard advertisement, WW1
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Birds Custard advertisement, WW1
An advertisement for Birds custard featuring a little soldier, marching off to war with a box of powder on his back. Date: 1916
Mary Evans Picture Library makes available wonderful images created for people to enjoy over the centuries
Media ID 14141406
© Illustrated London News Ltd/Mary Evans
Advertisements Adverts Custard Dessert Marching Powder Spoon
EDITORS COMMENTS
Step into the past with this evocative image of a young British soldier, bidding farewell to his loved ones as he sets off to the front lines of World War I. In his hands, he clutches a tin of Birds Custard, a beloved dessert that brought comfort and familiarity to soldiers during the harsh realities of the Great War. The soldier's determined expression and the powder keg on his back serve as a poignant reminder of the sacrifices made during this pivotal moment in history. Birds Custard, a popular dessert in the UK, became a staple in soldiers' rations due to its long shelf life and nutritious properties. The company, which had been in operation since the late 19th century, produced the custard in large quantities to meet the demand of the military. This advertisement, dating back to 1916, captures the nostalgic spirit of a bygone era. The image of the soldier, with a spoonful of custard in his other hand, symbolizes the simple pleasures that brought joy and sustenance to soldiers during wartime. The use of the iconic red and white Birds Custard branding adds a touch of familiarity and warmth to the image. As we reflect on the history of this beloved dessert and the role it played in the lives of soldiers during WWI, we are reminded of the resilience and determination of those who lived through such challenging times. This advertisement is a testament to the power of food to bring comfort and hope, even in the most difficult of circumstances.
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