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Every business needs to advertise to make consumers aware of its products. In the 1840s Walter Baker took an early interest in newspaper advertising to market his chocolate to a wider audience. As the Baker’s brand grew over the decades, advertising and marketing efforts expanded dramatically. Beginning in the 1870s owner Henry Pierce developed additional marketing strategies that included magazines, billboards, store displays, recipe books, and even international exhibits at World’s Fairs.

Along with an increase in public awareness came competition. Some companies attempted to cash in on Baker’s success and deceive consumers by using similar packaging and product names. But Baker’s remained vigilant and launched new advertising plans to ensure the public knew how to distinguish their chocolate from the competition. They also developed marketing strategies that educated as well as entertained those buying Baker’s products. New recipe books, public factory tours to students and clubs, and a wide array of promotional items all kept the name of Baker’s Chocolate firmly in the minds of consumers well into the twentieth century.