We love winkie bread

April 30, 2021

It was once the largest independent bakery in the B.C. Interior. During its operation in Vernon, King’s Bakery produced well in excess of 1 million loaves of bread.

King’s Bakery, located at 4401 31st Avenue, was a popular destination for the 1950s “housewife,” drawn in by the business’ commitment to serving only the freshest of bread.

However, it was a different clientele that King’s Bakery directed most of their advertising ventures towards attracting—children.

From Hockey Rink to Bakery 

King’s Bakery was a relatively small operation until it was taken over by Frank King and his business partner Willie Schmidt (both Vernon Canadians hockey players) in 1957. 

 

King’s Bakery at 4401 31st Avenue in the 1950s

 

The business grew from four to seventeen employees, and employed state-of-the-art, locally-sourced equipment to produce a daily 3,300 loaves, assorted pastries, doughnuts, cakes, and cookies. In fact, the bakery’s automatic doughnut machine could churn out 200 dozen doughnuts in just one hour.

Just 14 months after taking over the business, Frank King produced his millionth loaf, which was presented alongside a $50 certificate to one lucky customer.

Vanguard Marketing Strategy

The business’ success was perhaps thanks in part to what was then a unique marketing strategy. Every month, the bakery sponsored a Saturday matinee at the Capitol Theatre. Children were able to get in for free if they brought with them a red-and-blue dotted bread wrapper from the bakery. Similarly, a bread wrapper would allow youngsters to get into local hockey games for just 10 cents.

Even the business’ cheerful trademark “Winkie Bread,” accompanied by a smiling, winking mascot, was designed to appeal to children, who in turn encouraged their parents to frequent the local business. King’s Bakery has discovered for themselves a successful and community-minded marketing technique, even before large corporations like MacDonald’s adopted this approach to more nefarious ends.

Entrepreneur Frank King passed away in September of 2004.

Gwyn Evans

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