Cadbury Bros, an advertiser on the 1893 New Zealand Second Sideface Issue
This Space is Reserved for Cadbury Bros.
Early British Cadbury History
Cadbury was established in Birmingham, England in 1824, by
John Cadbury who sold tea, coffee and drinking chocolate. His brother Benjamin
joined in 1847 and the firm became Cadbury Brothers; later John Cadbury’s sons
Richard and George took over the business in 1861. The firm’s first major
breakthrough occurred in 1866 when Richard and George introduced an improved
cocoa into Britain using a cocoa press developed in the Netherlands that
removed some of the unpalatable cocoa butter from the cocoa bean. The firm
began exporting its products in the 1850s. In the 1880s the firm began to
produce chocolate confectioneries. It was not until 1905 that they offered
Dairy Milk chocolate, whose recipe called for a higher proportion of milk
within the recipe compared to rival products. [WikiCadbury]
Early New Zealand Events
Cadbury’s cocoa was being imported into New Zealand by 1879
[NelsonEvMail1879Jul23P3].
Their marketing campaign went into full swing in 1885 with
newspaper adverts bearing such slogans as the “Staying Power” of Cadbury’s cocoa
essence [DailyTelegraph1885May09P3],
“A True Test” [Colonist1885May11P3],
“How to Enjoy Cold Weather” [DailyTelegraph1885Jun15P2],
“Household friend [SouthlandTim1885Jul07P3].
Still more impressive was the 1885 news that “There was a
very heavy mail today, thanks to the manner in which Cadbury’s cocoa was
advertised, nearly every resident of Napier receiving a sample packet.” [DailyTelegraph1995Jun22P2].
Hokitika was similarly blessed. Apparently these were dispatched from their Melbourne
branch, and “contained two neat little packages of cocoa essence, and a
pamphlet giving a description of the factory and its surroundings at Boudnoille,
England.” [WestCoastTim1995Jun29P2].
The medical angle was also played up in newspaper
advertisements, such as “doctors … order instead “Cadbury’s Cocoa Essence.” [Colonist1885Jul27P3];
and “A word to the medical profession … Cocoa Essence is more closely allied to
milk that any other animal or vegetable substance” [NewZealandTim1887Jul06P6].
In 1888, Cadbury’s was defending its market share against “Dutch
cocoas” that had “alkali and other agents added to give apparent strength by
darkening the liquid”; versus the purity of Cadbury’s cocoa [Colonist1888Apr30P3].
Emphasising the purity of Cadbury’s cocoa would be a consistent theme in the coming
years [NewZealandTim1888May23P7]
[Colonist1890Feb27P3]
[Colonist1882Aug17P4].
After establishing branches in Melbourne, Sydney and
Brisbane, Cadbury Bros launched an establishment in Wellington in June 1890,
headed by Francis Meadowcroft. Passenger
lists only report a single Meadowcroft (including the presumably-truncated
Meadowcrop) immigration by that date, on the Hauroto arriving at Wellington
from Sydney. If this is indeed the Cadbury Bros representative, then he worked
and lived to a ripe old age since in the passenger he is recorded as being 39
years of age.
A few months later, once the wholesale business had matured,
Meadowcroft “entrusted to Mr D. Wighton, of Lambton quay, the local display of
their goods for the edification and temptation of the public at large. Mr
Wighton’s display is now artistically set out with a very fine show of
chocolate confectionary which includes all the various forms of that commodity.”
[NewZealandTim1890Oct03P2]
The marketing campaigned include other avenues such as the
award of prizes [NewZealandTim1891Jul16P2]
[NewZealandTim1891Jul27P2]
and educational kits for school children [NewZealandTim1892Jun30P4].
As well, the newspaper advertising continued unabated:
 |
| Page 2, Advertisements, col 6, Colonist, vol XXXV, issue 7346, 13 June 1892 |
Other advertisements include: “Summer Weather” [NewZealandTim1888Jan18P2],
“Absolutely pure, therefore best. No chemicals used” [NewZealandMail1893Aug18P42],
“only absolutely pure cocoa … a perfect food” [OtagoDailyTim1892Dec24P4],
“To athletes, cyclists … flesh-forming qualities” [LytteltonTim1892Feb16P3],
“food for invalids” [OtagoDailyTim1893Oct04P4],
“absolutely pure and refined beverage” [LytteltonTim1892Mar17P3],
“Cadbury ... is a guarantee of purity” [SouthCanterburyTim1892Mar30P1].
In none of these New Zeland newspaper advertisements is there
any artistic or graphic element: the advertisements are words in various fonts,
and usually typeset.
The Cyclopedia of New Zealand, Volume 1, Wellington
Provincial District, published in 1897, is an excellent, near-contemporaneous source
of information for the stamp advertisers and reports “Cadbury Brothers, Cocoa
and Chocolate Manufacturers. Wellington branch, Farish Street. Mr. Francis Meadowcroft
is the Manager for New Zealand. This well-known British firm, who have long
done a large trade in the Colony, established a branch in Wellington in 1890.
This serves as the central depôt from which the popular manufactures of the
firm are distributed.” [Cyc1897]
The Stamp Advertisements
Unique among the stamp advertisers, and somewhat
mysteriously, Cadbury Bros bought positions in the New Zealand 1893
Advertisement but did not provide designs.
It seems like Cadbury Bros paid for the space and planned to
deliver designs yet failed; and so Truebridge, Miller & Reich inserted a
placeholder. Since the placeholder survived through both the first and second
settings, the problem seems to have been drawn-out. We can only speculate as to
its cause:
·
Meadowcroft required authorization, copy or designs from higher-ups
in Britain and/or Australia, but they were dilatory in responding. The dates
make this feasible: e.g. an agreement could have been struck in New Zealand at
or shortly after July 1892, then the designs would not be needed until some lead
time (a month or two?) before the first issue in February 1893, so Meadowcroft
could have reserved the spaces with the reasonable expectation that his central
office would provide timely guidance, that ultimately was not received. Mail to
Britain in the 1890s took 33 days on average [TearaMail] (and telegraphy
to Britain was available from 1876 [TearaTele]).
·
Meadowcroft’s source of funds – such as profits from sales – somehow
did not eventuate and he could not fund the copy or design work.
·
Meadowcroft was not satisfied by the copy or designs he received,
and there was insufficient time to iterate and reach satisafactory quality.
·
Meadowcroft was travelling and was not available to authorize the
copy or designs in time.
·
An intriguing theory is that the Cadbury’s design was not ready
until after the Fry’s cocoa design (“Fry’s Pure Concentrated Cocoa”) and was
excessively similar: for instance it is easy to imagine Cadbury Bros choosing “Cadbury’s
cocoa / Absolutely Pure”. In this speculative universe, either Truebridge,
Miller and Reich (or Fry’s) refused the Cadbury Bros design, then Meadowbank refused
to budge.
Possibly more information is available from the
Cadbury archives,
although the archive summary is unpromising.
Meadowcroft
Useful tidbits of Meadowbank’s life can be gleaned by
searching past newspapers.
Meadowbank would be elected to the Wellington City Council in 1923, and at
times was President of the Kelburn Bowling Club and of the New Zealand Bowling
Association. A Justice of the Peace, a member of the Masons and of the SPCA, husband
and father, he was a stalwart of the community.
His business reputation was “for probity and straight
dealing in all business and personal matters.” [EveningPost1933Jun05P11]
Meadowbank provides a compelling description of his
experience at the outbreak of the First World War that surprises even to the
end [Dominion1914Nov11P7].
|
A Troubled World: Mr Frank Meadowcroft's Experience
Mr. Frank Meadowcroft, general manager for Cadbury Bros,
in New Zealand, returned from a visit to England and the Continent by the
Moeraki yesterday, having made the journey from London to Sydney in the
Orsova, of the Orient Line. Mr. Meadowcroft. was fortunate enough to just
miss being caught in Germany at the time war was declared. About mid-July he,
with Mrs. Meadowcroft and the two Misses Meadowcroft, were touring Norway,
and left Balholm only the day before the Kaiser arrived there. Indeed they
saw the German cruiser which came ahead of His Imperial Highness as they
steamed away from the Norwegian coast. It was from Balholm that the Kaiser
was recalled to Germany. Mr. Meadowcroft had made plans to return to England
and then make a tour of the Rhine Valley, but as there was a general
uneasiness about the situation on the Continent when he reached England, that
programme was abandoned. It was just as well, as one of the gentlemen, a Dr.
Sligh, of Sydney, who did not think anything serious would happen, is said to
be working on the railways in Germany as a prisoner of war.
Mr. Meadowcroft said that the Kaiser was very fond of
Norway, and generally paid it a visit every summer. He was not at all popular
in that country, and all Germans were cordially detested in Norway, though
the cities were riddled with them. Instead of going on the Continent the
party went to Scotland and were in Oban when the news that war had been
declared reached them. Business was temporarily paralysed in the cities. Every
motor-car in Glasgow and Manchester and other centres was noted for
registration in case they were wanted for military purposes, motor wagons
were commandeered, as were thousands of horses. It was a common sight to see
rows of vehicles, standing horseless by the side of the road or street, with
the drivers unable to cope with the problem of getting them home again. After
the first week things began to settle down again, and business was resumed
wherever it was possible. Still London, was a dreary city when we left
—Oxford Street, one would not know it. All the big lights in the streets have
been put- out, and those which are left to dimly illuminate this ordinarily
brilliantly-lit thoroughfare are painted round the top half of the lamp, so
that the light rays do not extend skyward, and consequently do not afford any
guide to belligerent air-craft. The hotels, which used to close at 12.30
a.m., are now shut at 11 p.m., and the all-night clubs have been entirely
suppressed by the authorities. Electrio sky-signs had also been prohibited.
Mr. and. Mrs. Meadowcroft were fortunate in being present
at a big service of intercession held in St. Paul's Cathedral, and presided
over by the Bishop of London, and found it difficult to find words with which
to express the dignity and solemnity of the great occasion. Mr. Meadowcroft
is of the opinion that the war is going to be a big factor in changing the
ideas of life of a large section of the community at Home. It has already had
an amazing influence by bringing the people of all classes together. Nowhere
had that been more evident than in the churches, which were coming into their
own again.
On the way out the Orsova was searched at Dover, examined
by a French warship off Ushant, and the ship was policed by a cruiser in the
Mediterranean. At Port Said they saw the Indian troops en route for the front.
There were about 38 troop-ships altogether. It was said that they were
disembarked at Port Said, taken overland to Cairo, and there marched through
the streets in order to impress the Egyptian people, about whom there was some
uneasiness felt owing to Germany's intrigue with Turkey. All along the banks
of the Suez Canal were encampments of the British Camel Corps. It was a
pretty and significant sight to see the rows of tents standing out from the
desert against the ruby glow of the setting sun, and to realise the vastness
of our responsibilities there as well as in Europe and all other parts of the
world. From, Aden the Orsova diverted from the usual course. Instead, of
making for Colombo direct, she steamed up to the coast of India, and hugging
the land arrived at Colombo, on the morning of Saturday, October 17. It was
well they did so, as they subsequently learned that between October 15 and 19
the German cruiser Emden had sunk half a dozen British vessels, all in a
radius off the south of India. A Blue Funnel liner which left Colombo six
hours after the Orsova became a victim of the Emden's vigilance. It
was-evident that the cruiser was being kept posted with the movements of all
vessels from Colombo, and shortly before the Orsova arrived the manager of
the great Galbe Face Hotel was arrested on a charge of supplying an enemy
cruiser with information by means of a Morse lamp, worked from the roof of
the hotel.”
|
Meadowbank died in 1933 (perhaps aged approximately 39 +
1933-1890 = 82). His obituary reads:
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