Supermarkets began to appear in New Zealand suburbs in the late 1950s. Products were now displayed on open shelves, as can be seen in this supermarket – with owner Edwin Abel and his son Len proudly showing off their new premises in Hillcrest, Hamilton. Shoppers made their own choices from the range displayed, and brand recognition became important in their decision making. Promoting the brand became crucial to a product’s success. This was achieved through large displays, such as the giant Edmonds baking powder tin shown here, but even more through television and radio advertising.
Te whakamahi i tēnei tūemi
Alexander Turnbull Library, Foodstuffs (Auckland) Ltd Collection
Reference: 1/2-201608; F
Permission of the Alexander Turnbull Library, National Library of New Zealand, Te Puna Mātauranga o Aotearoa, must be obtained before any re-use of this image.