Advertising History

The awareness advertising in the new marketplace was factual, moving toward extolling the low running costs of an AGA heat-storage cooker and the existence of an innovative finance scheme.

Launching a new product in the Depression was a bold venture, but there was also the advance of a new era of innovation and Art Deco reigned supreme with its linear decorative designs evocative of modern technology with curved surfaces and geometric patterns.

A surprising amount of advertising is undertaken in the 1930s, perhaps reflecting changing patterns of ownership and considerable product development.

1932 Advert - See the advert in full downlaod a PDF

This early advertisement points out to the reader that 'the AGA cooker is British made'. Bell's Engineering & Asbestos Ltd had become Bell's Heat Appliances, sole licensees and manufacturers in the UK. The AGA cooker was then manufactured in Smethwick, West Midlands.

The virtues of cooking on an AGA cooker are promoted, as are the low running costs of less then £4 a year. The call to action for the advert invites the reader to write in for a 16-page AGA booklet.

Note the Deferred Payments system - an AGA cooker could be installed for an initial sum of £5 10 shillings! Seems like credit is nothing new!

1934 Advert

This advertisement seeks to overcome the 'Can't afford an AGA cooker' belief by pointing out the savings a household could make by buying a new AGA heat-storage cooker and how it could be purchased over one, two or three years. The illustrated brochure has gained eight more pages in two years. The advertisement shows the additional hot cupboard attached.

See the advert in full download a PDF.

1935 Series of adverts

During 1934, Bell's Heat Appliances was acquired by a newly set up AGA Heat Ltd, which in turn was to be acquired by Allied Ironfounders in 1935.

This set of advertisements, which appeared in Punch in 1935 were rather highbrow, using Greek philosophers to introduce the main benefits of the AGA cooker:

- A fine cooking stove
- An object of desire
- A labour saving
- A good investment

See the advert in full download the PDF.

1938 Advert

The launch of the new standard model, or the 47/10, because it cost £47 10 shillings featured a coupon response for the reader to fill in and return for 'free, without obligation, illustrated literature'.

The product stands solo without kitchen adornment and inset photographs illustrate the benefits of this heat-storage cooker. Note also that every AGA model has adopted the definition 'cooker' and not 'stove' as previously.

Download a PDF of the advert to see the full version.

Although competitors they stood together to advertise AGA and Esse cookers 'the only heat-storage cookers' and '2 cookers with a single thought'.

It was a decade of world war, rationing and restrictions in manufacturing and the British people obeyed government instructions of 'Keep calm and carry on'.

Download the half page advert.

Download the full page advert.

Rationing finished in 1954, chain stores and shopping centres began to replace markets and cars began to become a significant part of British life. Britain began to dismantle her Empire and traditional markets were changing.

1951 Modern Advert

A thoroughly modern approach to an advert, literally stating the obvious 'This is an advertisement. This is an AGA'

The AGA heat-storage cooker is still shown as the complete cooker, full to capacity - a cornucopia of food together with the endearing black cat, which was to feature in AGA adverts and literature for several years. We just love the invitation (?) to write a terse and business-like note for a catalogue!

To see the full advert download the PDF.

1951 Traditional Advert

A complete contrast from the modern advertisement of the same year. This advertisement captures the traditional AGA stronghold - farming families. The production of food, now rationing was at the end had become very important to the nation. The constant readiness of the AGA heat-storage cooker was a boon for the busy family.

To see the full advert download the PDF.

1952 Advert

This delightful advertisement was sent in by Marilyn Crowther, who came across this advertisement, when researching her book on cats, soon to be published. The mother cat is telling her kittens all about the story of the AGA cooker, surely the best education a cat could get!

Download a PDF of the advert.

1964 saw the introduction of the oil-fired AGA heat-storage cooker followed closely by the gas fired model in 1968. High-speed gas had arrived!

At the end of the decade Glynwed acquired Allied Ironfounders and we had a new owner.

1964 Advert - download the advert PDF

'A new kid on the block'

This advertisement shows the model OB, the first oil fired AGA heat-storage cooker. Note the different design and squarer dimensions, it was a derivative of the Agathermic (1958-1967). It displays the new AGA logo nameplate on the top left hand door. This model OB was discontinued in 1973.

1965 Advert

The 1965 AGA advertising shows the AGA as a focal point in the smart kitchen with the husband and wife enjoying eating together - very civilised!

Download a PDF to see the full advert.

1970s Adverts

Indeed our records are disappointingly short on advertising material for this decade! Help, has anyone out there got any advertisements of AGA range cookers from the 1970s? From old company newsletters we do know that advertising brought in more than 13,000 enquiries in 1979.

Download a PDF of this advert.

In the 1970s there were two new advertisements that echoed a nation becoming more mobile with foreign travel and the rise of ethnic restaurants.

'Whatever you cook, you'll cook it better with an AGA.'

Shows the static AGA cooker but the changing food themed upon countries - thoroughly modern!

Whereas the complementary full page advert again takes the theme of entertaining but with emphasis of AGA cookers being available in gas or oil.

Download a PDF of this advert.

Microsoft Windows was launched and there was a housing boom, while we introduced the new electric night-storage AGA cooker.

1985 Advert- download the advert PDF

The decade started with an advertising theme of minimal change which had taken place in AGA cookers during the last 80 years.

Mid 1980s saw the launch of the electric AGA and select colours, which led to increased advertising activity.

Dreaming of an AGA, this mildly way out AGA advertisement depicts a dream-like desire for an electric blue AGA cooker. Devised by Cogent Elliott and photographed by Peter Davies of Pershore.

1987 Advert

There were two long editorial-type advertisements this year, which featured in the broadsheet newspapers.

One advertisement majored on Dr Gustaf Dalén as the inventor of the AGA heat-storage cooker, ending with the awareness angle of the new electric night-storage AGA cooker. The Advertising Agency was Cogent Elliott of Solihull.

Download a PDF of this advert

1988 Advert

In 1988 a series of three AGA adverts focused on the fuel that the AGA used. Seen here is the gas fired version.

1989 Advert

We provided local black and white advertising blocks for their UK Distributors, the space below the advert was for the local Distributor's details and they were used for regional and local press.

Download a PDF of this advert.

The advertising aimed to maximise the appeal of AGA range cookers amongst those looking for a return to traditional values and value for money.

Different settings were used to convey a lifestyle and men were seen cooking.

Download a PDF of this advert to see all the detail.

2001 Advert

The iconic 'Iron Age' advertising campaign was rolled out in 2001 and continued in one form or another until 2007. MNC of Hale, Cheshire created the concept and the ads.

Download this advert.

2007 Advert

New advertising breaks with the theme of 'At Home with AGA'. Sophie Conran, Alex James and Jasmine Guinness are the first to be photographed for the new campaign.

2008 Love AGA Campaign

The Love AGA campaign was launched, to reunite the 300,000 AGA owners for the 300th anniversary of the foundry at Coalbrookdale.

2009 saw the publication of a large-format gift cookbook called Love AGA. It was a charming and elegant collection of AGA recipes from chefs, celebrities and AGA owners, beautiful photographs, anecdotes and AGA ephemera, featuring personal stories from AGA owners across the globe.

By reconnecting with AGA lovers, we were able to ensure they got the most from their cookers and were able to take advantage of a range of exclusive benefits, including cookery courses, special offers and invitations to anniversary events.