The Marketing Man
MacRobertson was creative in his approach to advertising.
His print ads often included songs, poems and promotions by celebrities. His publicity stunts ranged from local events such as a beauty competition that called for ‘pretty Australian children’ to international events such as the MacRobertson Air Race.
In addition to his own advertising, he frequently ran competitions inviting the general public to submit ideas. In 1904 he offered a cash prize of five guineas to the person who entered the best idea of a design and verse for ‘Milk Kisses’. The packaging of his products traditionally utilized bright, colourful graphics and memorable catch-phrases. The most distinctive aspect of the packaging was the trademark, MacRobertson’s own signature.
In 1904 MacRobertson was the plaintiff in a case where he claimed that a rival chocolate company (Guillot) had brought out a product called ‘Milk Tulips’ that infringed on his own ‘Milk Kisses’. MacRobertson won the case and was awarded damages of one pound. He enjoyed the publicity and put out a celebratory advertisement for Milk Kisses after his legal victory.
"Though imitation is sincerest flattery, Yet piracy is always met with kisses; And when one’s offered So & So’s paste-stuff balls, The answer’s, No! MacRobertson’s Milk Kisses."
Confectionery: Past and Present
The White City
Walking the White City video
The Marketing Man
The Marketing Man Video
MacRobertson's Horses Video
The Cycling Craze
The Cycling Craze Video
MacRobertson and the Motor Car
The MacRobertson Legacy
Mac.Robertson Girls' High School video
MacRobertson Land, Antarctica
Old Gold Airplane
Story education resources
Education MacRobertson's Confectionery Factory - Education Kit
The MacRobertson's Confectionery Factory education kit has been designed for grades 2 and 3 and looks at themes such as 'the past in the present' and 'community history'.
Key themes include:
1. Historical buildings and monuments
2. Victorian industry and the workforce
3. Technology and transport
4. Advertising and design
5. Local history
Teachers and students use the kit in conjunction with the MacRobertson videos, images and stories available on Culture Victoria to complete a range of activities aligning with key historical skills such as:
1. Distinguishing between the past, present and future
2. Posing questions about the past using sources provided
3. Exploring a range of sources about the past
4. Identifying and comparing features of objects from the past and present
5. Exploring a point of view
6. Developing a narrative about the past
7. Using a range of communication forms (oral, graphic, written, role play) and digital technologies