Description:
‘Processed cheese – affordable, tasty, nutritious.’ This painted artwork was a commercial poster maquette for the processed cheese available in the State Owned Supermarket (Közért) around 1960. Közért was the grocery store chain during Socialist times where all kinds of foodstuff could be purchased. It was founded in 1948 and it was responsible for the provision of food in the country, so it was the equivalent of all supermarkets but was a nationalized version of them. The aim of the planned poster here was to convince viewers that the processed cheese which Közért could offer was the best choice for them from every point of view. However, as other products available in Közért shops during the socialist centralised economic system, processed cheese didn’t have such a high quality.
The creator of this artwork is not known, but the name is abbreviated on the poster as “ge-sza”. The graphics is a fine work with a skilful composition. The representation of the product appears in the centre in its original packaging design. A funny and adorable figure of a raven is standing on the box and it is having a bigger piece of processed cheese in another packaging design. The same sized piece of the product can be seen on the top of the box below. Probably the aim of this organization was that Közért wanted to show that there were several kinds of the product, which was indeed an attraction those times. The title and the slogan appear on the top and at the bottom of the design with the original logo of Közért. The reference to the tale of the Raven and the fox was a clever idea as it was really popular, and the artist knew that humour always catches attention.
