Gender:

Swift’s Canadian was known for their home-economist spokeswoman, Martha Logan, who is seen on the cover of the cookbooklet, staring longingly at Swift’s canned meats. Created by Swift Canadian’s parent company, the American Swift and Co., Martha Logan was a fictitious character made up to act as an authority figure, much like General Mills’ Betty Crocker. She gave advice and answered letters to customers. This includes the message found on the inside cover of the cookbooklet, which includes a note, signed by Martha Logan, promising Swift’s canned meats are nutritious and easy to use, especially for outdoor trips.

In reality, Martha Logan was no more than a group of employed home economists, using her signature to connect with the company’s audience. The use of a female character that was “ideally…between the ages of 32 and 40, attractive, but not competitively so, mature but youthful-looking, competent yet warm, understanding but not sentimental, interested in the consumer but not involved with her” was the perfect character to attract female consumers (Shapiro). Over the years, Martha Logan was given visual updates as to market to changing times. The version of Martha Logan featured on this cookbooklet was designed in the early 1970’s. Martha was around 28 and married with children, symbolizing that she understood the need for quick and easy meals to feed her family, she was relatable to the average homemaker and wife, creating minute meals that were suitable to the time period

Economics:

During the 1970’s, the Canadian economy struggled with an increase in unemployment and inflation of the dollar. This economic downfall was seen within the company, when the Moncton division of Swift Canadian was forced to close, laying off its one hundred remaining employees. These two issues combined also caused many issues for the middle-class family. In response, canned meat could be a solution. Easy and more affordable than fresh meat, it allowed families to save on the price of food. In another case, if the women needed to find work because of her husband being laid off, it would be easy for her to come home and make a minute meal from the Swift Premium’s cookbooklet, rather than slave over a stove after a long day at work. Using the title of “Minute Meals’” grabbed the attention of busy housewives, who desperately need a break from their day of chores and child care, or maybe even work.