Christmas Made Easy – full-page newspaper ad, No.2, Ontario Foodland, Typsettra, 1977

The second full-page Foodland Ontario ad created by Case Associates and Typsettra appeared in December 1977 and continued the visual strategy introduced in the first ad. Designed to evoke the spirit of 19th-century newspapers and farmers’ almanacs, the layout used densely packed text and illustrations to create the impression of abundant information. Again, typefaces were deliberately mixed, breaking with conventional advertising rules to reinforce the campaign’s informal, vernacular tone.

As with the other ads in the series, the typography required meticulous control. Creative director Denis Case and designer Bill Yip worked closely with lettering artist and typographer Les Usherwood at Typsettra, whose hand-drawn masthead gave the ad the feel of a vintage magazine. Even the awkward or uneven spacing was intentional – carefully designed to mimic the inconsistencies found in early print work.

The collaboration between Case and Usherwood exemplified a larger trend in Canadian advertising typography during the 1970s: the growing trust placed in typographers to shape the visual outcome of campaigns. While agencies provided strategic direction, shops like Typsettra became essential partners in executing distinctive and memorable designs. For more than two decades, Typsettra was one of Toronto’s most respected advertising type houses, and Usherwood’s work remained influential well into the digital era. – Rod McDonald

Artifact Text

Ontario Foodland News
Christmas Made Easy.
How to Cook a Fantastic Ontario Feast–Without Spending the Day in the Kitchen.