Flemings – Creamoata

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"Sergeant Dan, the Creamoata Man / Scores Football tries with ease / Like All Blacks when its breakfast time / He says "Creamoata please!"

This radio advertisement from the 1950s promotes a series of glass cereal bowls featuring images of Creamoata's mascot, Sergeant Dan excelling in various sports, due to his choice of breakfast cereal! The bowls are now highly collectable.

Sergeant Dan was the mascot for Flemings Creamoata, a refined type of rolled oats that produced a creamy porridge. Flemings was associated with the Southland town of Gore for many years and the large mill built there in 1919 remains a landmark today. The brand was bought by Nestle and the cereal production moved to Australia under the Uncle Toby's brand in 2008. The Gore mill still produces stock feed under the Sergeant Dan name.

Watch a 1930s promotional film featuring Flemings Creamoata.

Image: from the collections of Te Manawa Museums Trust, Palmerston North.

Catalogue Reference 174103

Year 1950s


Advertiser: Fleming and Co. Ltd

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