For many brands in the mid 20th century, a key part of their marketing strategy was advertising in The Australian Women’s Weekly, or simply The Weekly. With hundreds of thousands of copies being sold and vibrant full-colour printing, it was a perfect way to showcase products and services to households across the country.

Among the many brands that graced its pages were some of Australia’s most beloved food and drink icons. Let's take a stroll down memory lane and explore how these classics were advertised in the 1940s and 50s.

Vegemite

Let’s start with one of the ultimate Aussie staples: Vegemite. Love it or hate it, there’s no denying its place in the national pantry.  

Though created in the early 1920s, the spread gained real popularity during the Second World War. With British Marmite off the shelves, Vegemite became the go-to-spread. It was even supplied to Australian troops, and one wartime ad reminded readers ‘if you notice less Vegemite in your local shop, just remember that until we have won this war a lot of it will be going to the troops!’ This messaging not only promoted the product but also tapped into a sense of patriotism and shared sacrifice making Vegemite more than just a breakfast spread.

In this and many other ads, Vegemite emphasised its health benefits, namely its richness of vitamin B.  

Explore 100 years of Vegemite in Trove.

Arnott’s biscuits

Next up: Arnott’s biscuits. An Aussie pantry staple for over 150 years. From morning teas to school lunchboxes, their biscuits have been part of everyday life for generations.  

Over the decades, Arnott’s ran countless ads in The Weekly, showcasing not just the brand, but individual favorites like Shredded Wheatmeals, SAOs, Milk Arrowroots, Jatz and Spicy Fruit Rolls. Many of these classics are still on supermarket shelves today. 

Over time Arnott's built such a reputation that one striking ad featured nothing but a plain background, the Arnott’s name and images of 35 of their biscuits. No slogans, no sales pitch – just biscuits. It was a bold move that spoke volumes: Arnott’s had become a household name, and the biscuits spoke for themselves. 

Old Gold, Cherry Ripe and Freddo 

Before Cadbury became a household name in Australia, there was MacRobertson’s. Founded in 1880, MacRobertson’s created many of the chocolates we still know and love today. Although acquired by the British company Cadbury in 1960, we still consider many of these sweet treats quintessentially Australian, with their Aussie legacy living on in every bite.  

One of MacRobertson's most enduring creations is Old Gold, first sold in 1916. This chocolate was regularly advertised in The Weekly as the perfect gift to ‘express your affection, appreciation and good taste’. 

In a 1955 ad celebrating MacRobertson’s 75th anniversary, you can spot two other beloved chocolates: Cherry Ripe and Freddo. 

Milo

Another chocolate-y Aussie treat is Milo. Developed in 1934 as a health ‘tonic’ for children, Milo quickly became adored by Aussies of all ages. Milo’s advertising leaned heavily into health and vitality, promising energy-building benefits for growing kids and busy adults alike. 

Over the years, Milo ads in The Weekly painted a picture of wholesome comfort. One winter-themed ad even forecasted: ‘Special Winter Forecast for MILO households: Invigorating days . . . calm, restful nights . . . absence of cloud and depression’. 

Weet-Bix

Joining Milo on the Aussie breakfast menu is Weet-Bix. A crunchy versatile classic that has been fueling Australians for generations. Whether served with hot milk in winter, cold milk in summer, topped with fruit or even ‘split and buttered instead of toast’, Weet-Bix has always been about making breakfast your own. 

Like Vegemite and Milo, Weet-Bix advertising often highlighted its nutritional benefits. As evidence of this, and further reiterating that Weet-Bix is great for all occasions, Weet-Bix advertised that mountaineer Edmund Hillary brought Weet-Bix on a ‘Himalayan adventure’. Weet-Bix wasn’t just for the kitchen table, but for conquering mountains too! 

Cottee's

Founded 1927 by dairy farmer Spencer Cottee, Cottee’s quickly made a name for itself for their fruit-based products. While best known today for its cordial, Cottee’s also produced jams, jelly tablets, and even created the tropical flavoured soft drink Passiona.

Cordial and jelly have long-been a staple of Aussie kid’s birthday parties. Cottee’s advertising therefore often featured fun, family-friendly recipes and in the 1950s they released a recipe book titled Cottee's children's party book: For fun and fare. It included now-iconic treats like Frog in the Pond, made with Cottee’s jelly and a Freddo frog.

Chocolate crackles

Another Aussie children’s party classic is the chocolate crackle. Made from puffed rice, cocoa, coconut, icing sugar and vegetable shortening, they were the ultimate no-bake, quick and easy treat.  

While not tied to a single brand, chocolate crackles were often featured in ads for Copha vegetable shortening, which proudly claimed: ‘no other shortening can make this famous cookless special’. Simple, sweet and very nostalgic, chocolate crackles are still a favorite at school fetes and birthday parties to this day. 

Peters

Last but not least, Peters Ice Cream, a name synonymous with cooling down Aussie summers for over a century. While Peters ice cream is still on Australian supermarket shelves, it looks a little different from its original form: bricks that could be sliced and served at home.

Advertisements also featured the slogan ‘The health food of a nation’, which Peters used for over 50 years. 

Peters ads often included recipes too, like the elegant Bombe Alaska made with Peters ice cream at its core.

Hungry for more?

If this stroll through vintage Aussie ads has whet your appetite for nostalgia or snacks, there’s plenty more to explore. 

Head over to Trove and dive into decades of Australian advertising gold from The Australian Women’s Weekly.  

Or, if you’re feeling inspired to whip up something delicious, check out Trove’s collection of digitised cookbooks which is packed with retro recipes, clever tips, and a generous dash of charm.