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The story of Thomas Edmonds.

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Thomas Edmonds didn't only know to make good baking powder, he was a marketing maestro.
He gave his cookbooks away for free, so home bakers would use his product to make their recipes, and he came up with a catchy slogan and a logo, which endures to this day.
Archival footage courtesy of Ngā Taonga Sound & Vision and the Aotearoa New Zealand Film Heritage Trust.



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