Founded in 1761, Fry’s Chocolate represents more than just a brand of confectionery – it’s a time capsule of a bygone era. However, if there’s one aspect that stands as an enduring testament to Fry’s rich history, it’s the brand’s collection of enamel advertising signs. We take a look at some Fry’s Enamel Signs examples along with a realised auction Fry’s Enamel Signs price guide.
Kidson-Trigg, May 2022.
In the late 19th and early 20th centuries, enamel signs were the face of advertising, and Fry’s used this medium to its fullest potential. With their mainly strong blue colours, catchy taglines, and memorable graphics, these signs lured the public into the sweet, chocolatey embrace of Fry’s. Today, they serve as desirable collector’s items and historical artifacts.
The designs of Fry’s enamel signs are richly varied, yet they share a common theme: they all celebrate the joy and allure of chocolate. One iconic sign showcases the brand’s classic Five Boys Milk Chocolate, portraying the five stages of anticipation and satisfaction in a young boy’s face upon receiving a Fry’s chocolate bar. This image has become so synonymous with Fry’s that it serves as a visual shorthand for the brand’s enduring appeal.
DESPERATION. PACIFICATION. EXPECTATION. ACCLAMATION. REALIZATION ‘ITS FRY’S’
But the allure of these signs extends beyond their charming designs. Each sign offers a window into the tastes and values of its era. For instance, an enamel sign from the 1930s depicts a sophisticated lady enjoying a Fry’s Chocolate Cream bar, reflecting the growing appeal of chocolate as a luxury indulgence.
The production of these signs was an art in itself. They were made by fusing powdered glass to a steel base at extremely high temperatures, resulting in an exceptionally durable, weather-resistant finish. These attributes have allowed many of these signs to survive in good condition, retaining their rich colours and shiny surfaces even after a century.
Arthur Johnson & Sons Auctioneers, December 2020.
Reproductions – The Fry’s signs have been reproduced over the years so collectors need to make sure which period the signs they are buying are from. These are ideal for collectors who cannot afford original examples.
Collecting Fry’s enamel signs has become a niche hobby for many, from passionate chocolatiers to fans of vintage advertising. These signs hold value not only for their rarity and historical significance but also for their beauty and character. They evoke a simpler time, reminding us of the days when a bar of Fry’s chocolate was a special treat to be savoured.
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