The purpose of cooking pamphlets in general is to give people recipe ideas. This one in particular demonstrates how to cook using Borden’s Eagle Brand sweetened condensed milk. It has recipes from pies and desserts to sauces and salad dressings.

Perhaps the title has the word “Thrifty” because these recipes are rather simple and less expensive? It's hard to know for sure. The purpose is also to promote The Borden Dairy Company and their brands. They expece you to read this pamphlet and buy their brand to create the recipes shown. All the recipes demonstrated require their product(s).

Their target audience was most likely women, since it was published during World War II and all men were off to war. Since Elsie the Cow was relatively new, children could’ve been more drawn to the Borden Milk brand as opposed to others because of Elsie the Cow on the front. How couldn't you love her? She is a friendly cow that just wants you to drink her milk! Parents love her too!