Mmmm. Sounds delicious – no?
This is a print advertisement from 1957, from the British Lard Marketing Board. Lard – or pig fat – used to be an important cooking and baking staple-ingredient. It was not only used for cooking, but also as a spread, like butter. It is a readily available by-product of pork production. Up until the mid-twentieth century, it was as popular as butter, but much more affordable than butter or other vegetable oils.
Lard took a tumble in popularity with the growth in affordability of butter and vegetable oils after World War II – and their perceived better health qualities (interestingly, lard is a healthier option than butter). It was also perceived as “poverty” food, as it had been such a staple during the leaner times of the Great Depression and the wars.
So hence this advertising campaign from 1957. An attractive couple, young and in love – if they eat lard, perhaps everyone else who eats lard can too be young, attractive and in love!
Like everything else, culinary fashions and fads are cyclical and lard has recently made a comeback. Who’d have thought that in these days of discount shopping, online shopping Australia, and hyper-alertness to healthy eating, foodies and elite chefs would embrace a renaissance in the use of lard – which contains no trans-fats – to the extent that in 2006 British demand for this fat product could not be met by supply!