Sometimes what passed for clever advertising in the past leaves us speechless. Note that today’s ad appeared seven years before Advertising Standards Canada came into being.
The free guide offered in this ad was first published in 1944 and offered the following words of wisdom:
Soup has long played a stellar part on the Canadian menu—but never has it filled so many interesting and appetizing roles as it does today! Formerly served as a first course, versatile soup now appears as an important ingredient in dozens of dishes—dressings, meat loaves, rarebits, casseroles and many another old favourite. For housewives have found this a quick, thrifty way to make everything from sauces to salads extra nourishing and delicious.
Most of the recipes provided in the guide are mid-20th century staples, though some lean toward the exotic-sounding (“Fricasseed Chicken with Marengo Sauce”), fattening (“Weiner-Vegetable Casserole” loaded with bacon drippings), or are overdue for a modern remake from the city’s finest chefs (“Tomato Soup Cake” complete with cream cheese frosting).
420 Dupont Street still exists as an address, though Heinz moved their Canadian head office to North York long ago. The site, located at the NW corner of Dupont and Howland, was later the home of Mono Lino Typesetting, and has served as an exterior for films such as Hairspray.
Source: National Home Monthly, January 1950