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Jim, a regular contact regarding matters vintage and Austin, sent over the following article about an interesting promotion for a tasty snack, seemingly endorsed by the good people of the Austin Motor Company, and utilising a new Austin Twelve-Six motor-car in its write-up, as he now relates:
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A Meal at the Wheel.
Author: Jim Stringer.
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In the May 1931 edition of The Austin Magazine there appeared an article with the above title which was written by someone calling him or herself simply ‘D’. That this particular article did not feature in the index of contents made me think that, although not actually saying so, it was in fact an advert for Cadbury’s chocolate. Today, we would call this ‘Product Placement’, but in 1931 we were still quite a long way off from such terminology. The ‘article’ was illustrated with the photograph below, which would appear to be a very new Light 12/6, the lady passenger clearly holding a bar of Dairy Milk, whilst placing a piece in her mouth. Now read on:
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To dine or not to dine – that is the question which has troubled the majority of motorists at some time or another. The problem, however is a very real one, but fortunately – easy - to solve. When long - distance driving, particularly during the winter months, I like to cover the maximum of mileage in the minimum amount of time. I begrudge the minutes spent in cold and draughty inns to receive perhaps a very unsatisfactory meal, when I know that waiting for me eighty or so miles on are those most satisfying comforts of all – my pipe, my ‘Berkeley’ and my home fireside.
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As an alternative, one can smoke. And smoke. And smoke. Even that becomes a trifle boring after a few hundred miles, and the roof of your mouth feels as if it’s been baked. You can always take sandwiches, but - alas ! - sandwiches never know how to behave properly, and before you have time to take your eyes off the road, the inevitable ham has slithered down to the clutch pedal ! Apples are a good idea, but fruit is a trifle chilly in winter.
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Personally I solve the problem by always carrying chocolate in the car. It’s a splendid stand-by and I have never known it to be refused by my passengers, except on one occasion – when the dear lady was suffering badly from toothache !
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Chocolate is equally suitable during the summer months. There comes a time - many times, in fact – when the “in-laws” pay a visit, and you have to take them for a drive. The car is crowded out, and there’s not even room for a picnic basket, and when you arrive at your pre-arranged destination for tea, you find that everyone else has gone there too !
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Restaurants and cafes are all full up. We go onto the next place. That’s worse. It is eventually decided to “starve” and to wait for tea until we eventually get home again.
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Everyone bewails the fact that he or she is hungry – and hey presto ! – out comes my chocolate. In less than two proverbial ticks it has vanished. That’s appreciation – that was !
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It is interesting to note that the chocolate manufacturers are fully alive to the possibilities of chocolate as a ‘meal at the wheel’, and such firms as Cadbury’s have introduced a variety of flavours, shapes and sizes, particularly designed to appeal to the motorist. I suppose most popular of all is Cadbury’s Milk Chocolate into which, we are told in the advertisements, a glass and a half of fresh full - cream milk goes into every half pound slab. But á chacun son gout ("Everyone to their own taste"). D.
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Do you have any copies of either The Austin Advocate or The Austin Magazine & Advocate which you would like to sell? Please let me know on 01795 880165. Thanks. Jim.
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The advertisement below appeared in several issues of The Austin Magazine in 1929.
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