Measurements:Â approx. 3 3/4 x 5 1/4 inches
Product/Business/Organisation:Â South African Crawfish
Publication:Â Weldon’s Ladies Journal November 1944
Condition:Â In decent condition. Please check our images.
Internal notes:Â QC passed
This 1944 print ad for South African Crawfish takes us back to a time when even simple pleasures, like a good meal, held a new significance amidst the hardship and rationing of wartime Britain. Promising “a real treat for your points,” this advertisement captures the ingenuity of international trade efforts to bring luxury to British tables, even as resources were scarce. Crawfish from South Africa, an exotic and unexpected delicacy during such austere times, symbolised a brief escape from the limitations of rationing—a chance to savour something special.
The message in the ad speaks directly to the wartime context, subtly acknowledging the sacrifices and scarcity that defined daily life. By presenting crawfish as a “South African delicacy“, now “available for British tables“, the ad appeals to those who sought a reminder of pre-war indulgences, now only accessible through careful point management. It suggests that even during tough times, moments of enjoyment could be found, and that this canned crawfish could offer a small taste of luxury.
For collectors and historians, this ad is more than just a product promotion; it’s a piece of wartime social history. The ad illustrates how consumer products from distant places played a part in lifting spirits on the home front, bringing a sense of connection and diversity to a diet limited by wartime restrictions. This small printed piece, carefully preserved, serves as a reminder of how brands adapted their messaging to meet the emotional and practical needs of a nation under duress, offering glimpses of indulgence that were both rare and highly valued.
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