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Nabisco, The National Biscuit Company.
National Biscuit Company/Nabisco
What is known today as Nabisco, traces back to 1792, when PearsonÕs Bakery originated in Massachusetts. The company began by making what was called ÒPilot Bread,Ó a biscuit-type cracker that a great many sailors preferred, since the product stayed well preserved during long voyages.
By 1801, Josiah Bent Bakery had perfected the first official cracker that was not deemed "Pilot Bread." The biscuit came to be called a cracker for the noise it made when it was eaten.
By 1889, William Moore successfully merged several bakeries to create the New York Biscuit Company, while Adolphus Green was busy merging around 40 bakeries in the Midwest to create the American Biscuit & Manufacturing Company. In 1898, the two entrepreneurs decided to merge their newly founded companies to make the National Biscuit Company (NBC). The company established their headquarters in a Chicago skyscraper.
Between 1891 and 1913, Barnum Animal Crackers, Fig Newtons (originally called cakes, not cookies), Triscuits, Oreos and Mallomars made their debut on market shelves. The Shredded Wheat Company was also acquired in 1901.
In 1906, the company moved its headquarters to New York, where they built a large factory for baking products.
By 1909, the company had shortened its name to Nabisco, which first appeared on the companyÕs sugar wafers; however, the new name would not become mainstream until almost 40 years later.
When the United States entered World War I in 1917, the company produced 800,000 bread rations per day for American military troops.
During the early 1930s, Nabisco decided to pair up with the McCann-Ericson Advertising Agency, and began producing a radio program that featured a variety of music. Unfortunately, the program only lasted about three months before it was canceled. In 1941, the company allowed the National Broadcasting Company to own its NBC acronym, while it utilized its Nabisco brand name full-time.
In 1945, new Nabsico President George H. Coopers initiated an advertising gorilla warfare plan. Nabisco began purchasing an abundance of airtime during prime television programming. CoopersÕ philosophy was ÒYou have to spend money to make money.Ó
However, in 1969, Nabisco cut down on its advertising agency employment, which initiated a production strike that nearly closed all of the United States' operations. At the onset of the strike, sales failed to break records after over a decade of huge success, and its advertising budged dropped by 19%. Fortunately, a strong comeback by the Nabisco company in 1970, thwarted continued strike efforts.
In 1974, Nabisco employed the marketing tactic of cross-couponing, which was well-received by the public and allowed the company to sustain its success.
In 1985, the R. J. Reynolds Tobacco Company of Winston-Salem, North Carolina, purchased Nabisco and in 1999, split the two into their own separate entities.
One year after the entity split, Nabisco cut ties with R. J. Reynolds Industries and merged with the Philip Morris Company, which was a parent of Kraft Foods. The newly merged company was expected to be second in the world only to Nestle in Switzerland.
During the early 1900s, many goods were sold in bulk; thus, to make the National Biscuit Company brand stand out initial Nabisco President, Adolphus Green, began collaboration with the N. W. Ayer & Son Advertising Company to develop the slogan and brand of ÒUneeda Biscuits.Ó The soda crackers were packaged in air-tight cardboard packaging lined with wax paper to preserve freshness.
A pioneer, and later a giant, in the advertising industry, the National Biscuit Company utilized not only magazine and newspaper ads during the 1900s, but also advertised their brand on trolley cars, street cars and in store displays.
In 1903, Nabisco launched a magazine ad that featured Niagara Falls and used the marketing ploy ÒBaked by Electricity.Ó
Largest Bakery in the World:
The 1,800,000 square foot Nabisco production facility at 7300 S. Kedzie Avenue in Chicago, is the largest bakery in the world. Over 1,500 employees work here producing 320 million pounds of snack foods a year.
Copyright 2016, Period Paper LLC
Keywords specific to this image: Cracker, Food, Supper, Dinner Vintage Advertising