So far, for the July 2022 mid-century American Brands feature, we have looked at companies from an assortment of categories. Today we look at another food company from the group. This food has a specific target audience that is relevant to the baby boom era. Gerber baby food is a great American brand that began in 1927 by the Gerber family. Gerber advertising was frequently seen in mid-century magazines during the baby boom years of 1946 to 1964. This image of a baby sitting in a classic baby carriage appeared in the May 1961 edition of McCalls magazine. Each Gerber ad seemed to have a photo of an adorable baby and some advice from one of the Gerber parents under the title of “Bringing Up Baby”.
Here the advice is from Mrs Gerber. Her advice? Use a baby carriage indoors to free your hands.
This ad published 9 years earlier shows the “Bringing Up Baby” advice in the left column . It is presented to look like a magazine article that is separate from the actual ad. Note that it is written by “Mrs. Dan Gerber”, a title that sickens our 21st century sensitivities.
Note the title here is “Gerber’s” instead of “Gerber” as shown in the 1961 ad.
This ad from 1946 appears to pre-date the “Bring Up Baby” advice. It does, however include a cute baby and the opportunity to send for free samples.
Gerber baby food is now part of the Nestle family. The brand now also includes life insurance.