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ONEIDA COMMUNITY IN WWII
THE ADVERTISING CAMPAIGN
"BACK HOME FOR KEEPS"
In 1942 Oneida Ltd ceased silverware manufacture turning its workforce and plants to more essential war production.
To maintain alive in the public the company's brand name, Oneida applied to the advertising firm of BBDO (Batten, Barton, Durstine, & Osborn).
BBDO conceived for Oneida an advertising campaign called, "Back Home For Keeps" that combined the company's image to a patriotic message.
The first ad of the series appeared in LIFE Magazine, September 13, 1943. As well as in the LIFE Magazine, the advertisements were published also in high-diffusion women's magazines as Cosmopolitan,
The Ladies Home Journal and Good House Keeping.
The illustrator responsible of the campaign was Jon Whitcomb (1906-1988), but, after his enlisting in the Navy, most of the illustrations were painted, in Whitcomb's style, by an unidentified
artist signing himself, "Michael".
The series of 21 ads ran through December 1945 and achieved exceptional popularity, obtaining half a million requests for reprints and inspiring fan clubs and a romantic ballad composed by Carmen Lombardo.
OTHER SILVER ADVERTISEMENTS
ONEIDA COMMUNITY FLATWARE PATTERNS
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