Beep, Beep, Fanny's Supermarket Sweep

Fanny was often somewhat shameless in her promotion, plugging and product placement on TV, in her newspaper columns, in her books and probably most notably throughout the partwork. Whether it was a careful but quick flash of the Lurpak wrapper she really didn't mean to show you while un-moulding the steamed christmas pudding, or the grapefruit knife that you really must have but was normally so hard to find in ordinary shops, she'd feature items in a recipe, in a picture and again on screen. And subtly let you know where to get them from. Surely she was in on the deal. Many bloggers do it today, and PR companies think they invented it recently.

I'd be rubbish at it, by Fanny's standards, as I like to feature products that I've bought, found and love. For Fanny though it seemed to be all part and parcel of the game. If she could convince you to purchase an item that you never really needed, to make something you were never really very likely to make again, she had won. We all love a gadget don't we, and, well, if Fanny was using it, it must've been the thing to have. After all, if you did as Fanny did, you were sure to be doing it right, the professional way.

Sometimes though she wasn't quite so subtle. To fill up a tin with goodies ready for Easter, Fanny suggests making her Honey, Nut and Date Triangles, or Petites Tranches au Noix. They are really just stuffed puff pastry sandwiches, baked. However, you clearly need something to make the perfect triangles of puff pastry, that you've bought in from your favourite supermarket. Fanny's suggestion is a 'wheel' contraption that you roll over the rolled out pastry and voilà, fourteen identical triangles. It is, Fanny tells us, particularly helpful if you happen to be making large quantities 'at speed'. Fanny shows you how, in a handy pic-strip. The wheel is coincidentally easily available (in person or by mail order) from Elizabeth Davids shop in London.

I'm not making large quantities, nor am I concerned about speed, so I employ Fanny's second best option, of cutting them free-hand. My own idea of how to do it involves a pizza cutter. I do use my favourite pizza cutter from my local pizzeria, La Favorita, so perhaps I should cut a deal with them to promote it? I bought my puff pastry ready rolled from Sainsburys. Another opportunity missed. Fanny also loves Sainsburys apparently. The cream cheese she lists in the recipe is not any old cream cheese. It's Sainsbury's cream cheese. Perhaps Sainsbury's would not be so pleased with me though, as I bought my walnut pieces from Tesco. The dates came from my local fruit and veg shop, Tattie Shaws. The honey came from local store, Earthy. I told you I wasn't so good at this promotion malarky.

Fanny mixes the cream cheese, chopped dates, honey, orange juice (I used Sainsburys Taste the Difference which was surely the right thing to do?) and zest. In her dash round the promotional opportunities she omits the nuts from the recipe, but I mix them in anyway. Thanks heavens for the photos, so I know where they should be. They get sandwiched between my imperfect triangles, brushed with egg whites and sprinkled with cater sugar. From Tesco. Topped with a dried piece of banana. I can't remember where I bought them. Then simply baked. They are really tasty, the orange zest and cream cheese make a wonderful partnership. One of the best things Fanny has suggested I make actually. Sadly I do not have a pretty blue plate that is readily available from Fortnum and Mason to display them on. I have such a lot to learn from Fanny. I am such a bad blogger.

Kerching! The Fanny Cradock Dream Kitchen

Fanny Cradock is generally seen as the first ever Celebrity TV Cook, but my guess is that most people associate product endorsement, commercialism and sponsorship with 'modern day' celebrity chefs - it's hard to avoid the flurry branded products and cookbooks. But as ever, Fanny was ahead of the game, leading the way and constantly attempting to get the 'ordinary housewife' to buy more and more. Whether it was being paid by the Gas Board to endorse gas cookers or dropping in that dishes featured in photos could be bought at Peter Jones, Fanny was very aware of her commercial appeal. In the partwork she could help you keep up with the Joneses by building up a Dream Kitchen. Not only could you cook like Fanny, but you could live like her too. Sadly ballgowns were never part of the deal.

The weekly partwork was just a vehicle for selling 'more' really - and Fanny tried every trick in the book to hook you in. She branded the weekly magazine series a 'club' and announced that simply by purchasing the partwork you became a club member 'without any fee whatsoever' - in an attempt to make you forget you'd paid 4'6 for the magazine.

That was just the beginning though - Fanny was ever aspirational, and her aim was to convince the housewives of 1970 that the real benefits of being a club 'member' were multiple - by sharing her knowledge and skill week by week Fanny encouraged readers to work towards The Golden Diploma, or Le Diplome d'Or. In order to obtain the diploma you had to write to Fanny and tell her that you'd made at least one dish from every weekly part, and at regular intervals. The first diploma could be yours after the first 16 editions. Each cluster of 16 parts could be housed in a special wipe clean binder that, you've guessed it, could also be purchased from Fanny, at a special rate of course! The fact that couldn't buy it anywhere else was irrelevant I guess. I'm currently on part 6 so have a long way to go, but do I get an enhanced qualification for cooking several things from each part? I've never seen one of Le Diplome d'Or so if you do have one, let me know!

Every week the partwork included special offers that you could send off for - all small kitchen items that could enhance your chances of obtaining the Diploma no doubt. The instructions were to send your money to Fanny WITHOUT any correspondence - she just wanted to take your money and send you the items, not interact with you. I don't know for sure, but I imagine the poor assistants labelling up items, cashing the cheques and popping to the post office regularly. Do you remember having any of these special items in your kitchen at home in the 1970's? How many housewives sent off a cheque or postal order for £2.19.6 (around £28 in today's money, and a saving of £1 at the time!) for the Roman Pot so they could cook a chicken just like Fanny? I saw one in the local charity shop before Christmas...

Fanny refered to special items throughout the parts, and even dedicated entire editions to showcasing 'tools of the trade' that funnily enough you were then enticed to purchase. All sold as a bargain, you were saving money just because you were 'in the Cradock Cookery Club'. Each week she sent you a Bonus Voucher that you were to collect up to help you fulfil the ultimate dream - to have larger aspirational kitchen items endorsed by Fanny that would transform your kitchen into the Fanny Cradock Dream Kitchen. The idea was that you had to collect all 96 bonus vouchers before you could redeem them. Who could resist the lure of the shiny products at reduced prices, only with the bonus vouchers of course. The partwork sadly ceased publication after 80 editions, so I wonder if any Club Members ever got their hands on the Fanny Cradock cooker or Mixer? Did you?