Shippam's Chicken and Meat Paste: Children's Tea Party

From the collection of

Screen Archive South East at the University of Brighton collects, preserves, catalogues and provides public access to its collection of films and magic lantern slides. The collection charts the rise of screen culture in the region and the nation and captures many aspects of life, work and creativity in the South East from the late 19th century to the present day. It is available for research, screenings, creative re-use and commercial access.

Shippam's Chicken and Meat Paste: Children's Tea Party

Screen Archive South East at the University of Brighton
1955-01-01
Sound
1m

You can feed both family and guests with Shippam's meat and fish pastes - as the voice-over in this nostalgic advert gently reminds you

This advert starts with a small girl and her mother shopping for groceries. They look at a display of Shippam's meat and fish pastes on the counter. Mum buys a pot chosen by her daughter and away they go. Back at home, the girl, her friend and Teddy, enjoy sandwiches filled with Shippam's paste. A lunch-box of sandwiches is also prepared - as are rounds of sandwiches and rolls which the little girl distributes to grown-up guests who are chatting in the family sitting room.

Shippam, one of Chichester's most famous family businesses, began as a grocery store in 1786, evolving into a food manufacturer by 1886. A range of potted meats and fish pastes was introduced in 1894 and Shippam's products gained hugely in popularity. The Chichester premises expanded throughout the 20th century and by 1960 the company entered the ready-meals market with a canned Chicken Supreme. After a number of ownership changes from 1974 onwards, the company became part of Prince's Ltd in 2001, and the Shippam's brand survives to this day. Various advertising agencies produced commercials for Shippam's including the London Press Exchange, later part of Leo Burnett and Foote, Cone and Belding Ltd.

Commercial Television

The launch of ITV on 22 September 1955 brought advertising to the small screen. Commercial television spread rapidly across the country, inviting the salesperson into every living room.

This collection shows how some advertisers struggled to find the right voice and formats for the new medium, while others hit the ground running. Look out for rare examples of the shortlived 'admags' - banned in 1962 for blurring the distinction between programmes and adverts.