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Oxo advertisement, WWI
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Oxo advertisement, WWI
Advertisement for Oxo, an inestimable boon to the fighting forces at this time of the year. Advert is illustrated by two scenes showing British soldiers manning a machine gun on the front line and later enjoying a reviving cup of Oxo in the trenches afterwards.
1918
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Media ID 14229342
© Illustrated London News Ltd/Mary Evans
Advertisements Adverts Conditions Damp Feb16 Nourishing Nutrition Rainy Reviving Trench Trenches
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Amidst the harsh realities of the Western Front during the winter of 1918, the arrival of a reviving cup of Oxo brought a glimmer of hope and comfort to the weary British soldiers. In this poignant illustration from the Illustrated London News, two scenes are depicted, highlighting the stark contrast between the rigors of war and the simple pleasure of a warm, nourishing drink. In the first scene, soldiers huddle together, their faces etched with fatigue and determination as they man a machine gun on the front line. The rain pours down around them, turning the muddy trenches into a quagmire. The grim conditions of war take a toll on their bodies, leaving them in dire need of sustenance. In the second scene, the soldiers are seen gathered around a makeshift fire, each holding a steaming mug of Oxo. The warmth of the drink seeps into their bones, providing a brief respite from the cold and damp. Their faces light up with relief and gratitude, a testament to the inestimable value of this simple foodstuff during wartime. Oxo, a popular cube of savory bouillon, had become an essential part of the British soldiers' rations. Its ability to quickly reconstitute into a nutritious and flavorful broth made it a valuable addition to the meager meals served in the trenches. This advertisement serves as a poignant reminder of the sacrifices made by the soldiers during World War I and the small comforts that helped them endure the unimaginable conditions of the battlefield.
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