Product: None Such Mince Meat
During World War I, None Such Mince Meat advertised its mincemeat pie filling by encouraging housewives to serve their country by baking “war pies” — pies baked without the top crust to save on flour. Such exhortations to be patriotic, make sacrifices, and save supplies were common in that era, as well as during World War II.
Can you imagine any company–or even the government–making the same kind of request today? People would be up in arms. Pardon the pun.
Post-script: I’m currently reading Jeff Rubin’s book, Why Your World Is About to Get a Whole Lot Smaller, about peak oil and what it will mean to our gas guzzling culture. The price of energy is going to go up, along with the cost of food, clothing and other essentials — all of which rely on oil for production, storage and transportation. It occurred to me that we’re already seeing the kind of conservation requests that None Such was putting forth in 1918, just not in support of a war effort. Instead, the requests today beseech us to do our part for the environment.
As prices for just about everything rise in the coming years, we’ll see more and more information about how to save and stretch what we use. Who knows, maybe War Pie will make a comeback as Green Pie. What do you think?