Readers who have read the "Letters from the Maheno" posts in this blog (use the 'Maheno' keyword in the label cloud if you are interested) will know that those who travelled on the Hospital Ship Maheno spoke very highly of her. While the Maheno was a New Zealand ship her fame certainly travelled over the Tasman to Australia, as all of the letters I have published to date have been from the Australian Press. She was admired also by an advertising agency for the fast porridge, 'Creamoata', a product made at Gore in the South Island of New Zealand. They used the Maheno's name and reputation to promote the product
"Creamoata" suits everyone. Infants, growing children, grown-ups, invalids, and old folk. So easily digested and suited to convalescents, it was chosen by the authorities in charge of the Hospital Ship "Maheno" in preference to all other Oaten products, because, under analysis, "Creamoata " has been proved to contain 15% higher food value than ordinary Oatmeals or Porridge meals which bear no guarantee of purity." (see advertisement 4 below).
But being the collector that I am I could not stop at one advertisement, I needed to collect all six advertisements in the series. The advertisements trace the life of a fictional Sargeant Dan and all of them presented here are from the The Mercury (Hobart). The advertising has two cycles, starting first in 1916, and then a second run of the ads in sequence starting early in 1917. After the final in the series, No. 6, which coincides with the end of WWI, advertising returns to something with a less clear narrative arc. But in 1920 it is clear that 'Cremoata' wants to break into the Australian mainland market and Sergeant Dan returns, flying a plane over Sydney to drop treasure by parachute to would-be customers. These 'gifts' were silver spoons on a parachute, which segued nicely into the next part of the advertising cycle, which had a strong focus on spoons.
Later advertising for the product will see a tilt to the female market, especially the Girl Guides. But for now here are seven advertisements for 'Creamolata'.
In this picture, dears, behold,
Sergeant Dan at nine months old.
Far from being his parents' joy,
A grizzling, grouchy little boy
Never chuckled, never goo-ed,
Made a lip at bottle food.
Till his Ma in desperation
Said : " No more of hesitation.
He'll only have in future what'll
Make him thrive. No more of bottle.
For milk I care not one iota,
I'll put the darling on "Creamoata."
From that moment Daniel grew,
In this picture he is two.
Good as gold, with face of tan,
Such a sturdy little man.
Hard as nails and strong of muscle,
Always eager for a tussle.
This brave Daniel in the picture
Not unlike the one in Scripture.
A den of lions wouldn't scare,
Or take our Daniel unaware.
When callers praised his health sublime
Said Dan : "Cweemoata evwy time."
A schoolboy now is "Sargeant Dan,"
See him, "Every inch a man."
Pot-hooks, sums and A.B.C.
Just as easy as can be.
When it comes to health and vim,
None there are to equal him.
"What makes Dan big?" said teacher wise,
"What gives him healthy skin and eyes?"
" Come, let us put it to the vote." A
Chorus loud : ""Why, ma'am, Creamoata."
"What's the ticket," laughs our man,
"Bosker food," says Sergeant Dan.
When a Scout Corps was enrolled,
Dan was first to join we're told.
Khaki substituted flannel,
What a soldier now is Dan'l
One good action, Scouters know,
Everyday is " comme il faut"
So when Dan an old man found
Weak and faint upon the ground.
He hied away, intent to save,
And straightway him "Creamoata" gave.
"First-rate," quoth the poor old man,
"Real hot stuff," said Sergeant Dan.
In his scouting Dan put zest,
Always did his very best.
Here is pictured quite complete,
His most famous Scouting feat.
One day hungry was his Corps,
Lunch done, still they hungered more.
So Dan said, "I'll commandeer,
I'll get something, never fear."
When there's bread and jam and bloater,
There is sure to be " Creamoata."
And he found it, dauntless man,
"All is fair in War," said Dan.
Dan was fine at semaphore,
Quite the smartest in his Corps.
One day, practising for play
Saw a Warship in the Bay.
And the cook was signalling,
Arms going like anything.
"There's a panic in the pantry,
Since we left the Bay of Bantry.
We are out of porridge meal,
Tell us one to buy or steal,
"S.O.S.'' So Sergeant Dan
Waved his answer to the man.
Paid New Zealand food its quota,
Signalled out one word, "Creamoata."
The Aeroplane Advertisement -- Advertising (1920, February 19). The Sun (Sydney, NSW : 1910 - 1954), p. 5. , it also appeared in the same paper the following day.
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