The function of the Baumert Cream Cheese cookbooklet is to advertise their product by sparking interest in consumers by displaying recipes they can follow. The booklet also introduces us to a “Chateau Family” which is most likely an advertising technique targeted towards family oriented people. This strategy seems to also be trying to create a recognition towards these characters, so that when a consumer sees those icons they immediately know what brand they are buying.

It has another purpose - to inform consumers on more about the company. The cookbooklet has a paragraph on the back notifies buyers that the Cheatau Cheese Company was created in Ottawa, ON, Canada and is a division of the Borden Company. It really targets towards housewives in this blurb about the products "standards".