“Graded Grains Make Finer Flour”.
Manufactured by a company called Spillers, Homepride flour began life in the Midlands.
In the 1960s, the company was approached by two advertising copywriters called Bob Geers and Bob Gross, who had the idea for an advertising campaign headed up by chief flour grader; Fred. Their pitch resulted in the birth of an advertising icon!
The little bowler-hatted flour graders (under the supervision of Fred) first appeared on television in 1965 and kept actor John LeMesurier above the breadline for many years.
Fred, meanwhile, became so popular that he has his own collectables shop. Some of the original Fred items are now considered to be antiques.