Swift Canadian Co. published this pamphlet during the 1950s, which was a time where the world was embracing the postwar era and families were starting to prosper. Women were beginning to leave the workforce and embrace their roles as wives and mothers.

Throughout history, there is no doubt that most of society felt that a woman’s true role was to be their for a man and to raise his children, but during the 1950s, this became true reality for most women. It was uncommon to see women in the workplace, and if you did see them, they were working for a man. With Swift Canadian Co. knowing what was truly going on in Northern American society, they targeted their food products to women, since they were the one’s doing the grocery shopping for their homes.

In addition, the 1950s were known as a decade of consumerism. Meaning that society was consumed with the idea of spending. The population constantly needed to have the newest and best things going at the time. For example, during the 50s if a woman was seen wearing an expensive fur, it let off the idea to those around her that she was very wealthy. Within this culinary pamphlet, Swift Canadian Co. conducted a contest that allowed for women to send in the tops of their Swift’ning Shortening can, with their name and addresses on it, for a chance to win an expansive and luxurious fur. They focused in on their target audience, middle-class housewives, in order to sell more of their product and side with the “must haves” at the time.