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“Beef in Brief” – 100 Years of Oxo Cube Ads

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OXO with hot milk - advert, c1935 copy

OXO with hot milk – advert, c1935

In 1840 a German chemist called Baron Justus von Liebig invented meat extract. It wasn’t properly commercialised until 26 years later when the Liebig’s Extract of Meat Company (Lemco) was formed. In 1899 the company brought out Oxo a cheaper version of the extract. The name is derived from Ox. The famous Oxo cubes came out in 1910 when the company developed a solid version that could be sold for just one penny. Already the company had sponsored the 1908 Olympic Games in London (along with Odol mouthwash and Indian Foot Powder).

The sponsorship deals and the relatively cheapness of the product meant that during World War 1 – Oxo cubes were extremely popular and it has been estimated that 100 million Oxo cubes were provided to the armed services.

Oxo meat extract

Bring them up on Oxo – 1919

1959 Oxo ad Ragout of Beef

1959 Oxo ad Ragout of Beef

1959 Oxo ad Brisket Roundabout recipe

1959 Oxo ad Brisket Roundabout recipe

Oxo ad from 1916. It's been estimated that 100 million cubes were consumed during WW1.

Oxo ad from 1916. It’s been estimated that 100 million cubes were consumed during WW1.

"A perfect nightcap" Oxo with Hot Milk - 1930

“A perfect nightcap” Oxo with Hot Milk – 1930

"Beef in Brief" - ad from 1933

“Beef in Brief” – ad from 1933

 

Be Perky! Plump! Protected! Ad from 1938

Be Perky! Plump! Protected! Ad from 1938

Oxo meat extract

Sooner or later you’ll hear it said… ad from 1953

Oxo meat extract

Where there’s cooking there’s OXO ad from 1954

Oxo meat extract Where there's cooking

Ad from 1954

Oxo meat extract

“Your bed-time beverage” ad from 1955.

"You don't cook like Mother did..." Oxo gives a meal man-appeal! Ad from 1959

“You don’t cook like Mother did…” Oxo gives a meal man-appeal! Ad from 1959

Kiddies need the extra warmth of OXO - ad from 1946 (Punch magazine).

Kiddies need the extra warmth of OXO – ad from 1946 (Punch magazine).

Oxo meat extract

From Woman and Home magazine, March 1943

OXO ad from Punch - October 23rd 1944

OXO ad from Punch – October 23rd 1944

OXO Punch - January 18th 1950

OXO Punch – January 18th 1950

Oxo makes cooking SO easy - ad from 1952

Oxo makes cooking SO easy – ad from 1952

OXO ad from Womens Pictorial magazine - March 31st 1951

OXO ad from Womens Pictorial magazine – March 31st 1951

OXO Punch - November 17th 1941

OXO Punch – November 17th 1941

"Oh John I like to make mine last..." OXO Punch - October 19th 1942

“Oh John I like to make mine last…” OXO Punch – October 19th 1942

1959 Oxo ad Oven Beef Loaf

1959 Oxo ad Oven Beef Loaf

Ready and Reliable - Oxo Cube ad WW2

Ready and Reliable – Oxo Cube ad WW2