475. EGGO MAYONNAISE, SANDWICH SPREAD & SALAD DRESSING, 1959-1967 Ads

EGGO SANDWICH SPREAD, 1967 Ad

An early American mayonnaise brand that made its way to the Philippines in the late 1950s and which briefly earned the nods of Filipino consumers before the advent of Lady’s Choice and Kraft Mayonnaise  was EGGO. In 1959, EGGO Mayonnaise, Sandwich Spread and Salad Dressing were brought to the Philippines by Kaw Sek and Co., a product retail, wholesale, and distribution firm that was established by Peter Kawsek Sr. back in 1945 in Quiapo, Manila.

FRANK SR., ONE OF THE 3 DORSO BROTHERS, SAM AND ANTHONY,
CREATOR OF THE EGGO MAYONNAISE IN 1932

One of the American products they made available was EGGO, a mayonnaise brand that was developed in 1932 by 3 brothers: Frank, Sam and Anthony Dorsa. The brothers formulated their mayonnaise made from fresh eggs in their hometown of San Jose, California. As a tribute to their egg-cellent and successful product, they name their company EGGO Foods.

EGGO SALAD DRESSING, 1959

Eventually, they branched out to making frozen egg waffles that were even more successful which became their flagship brand. Eventually, the EGGO line would feature a host of other products like EGGO syrup,  noodles, and pretzels, along with their original EGGO mayonnaise, salad dressing and spreads.

EGGO, FOR TASTIER SANDWICHES, 1966

Early advertising of EGGO products in the Philippines began in 1959, with small ads, both in black and white and in full color. It featured the EGGO Mascot, complete with a hat and bowtie. EGGO spreads and dressings were available all throughout the 60s, until the company began to focus on its highly successful waffle products, which are still in production to this day. In the 1970s, EGGO became part of Kellogg’s.  The senior Frank Dorsa passed away in Saratoga, on Jan. 17, 1996 at the age of 88. 

As to the local distributor Kaw Sek & Co., it is still in operations under the name Kawsek Inc., based in Mandaluyong. It is managed and operated by Lawrence L. Kawsek, the founder’s 2^nd son. It is currently a distributor of Pauls Milk products, Gina Nectar, Apex and Susan Baker brands. It also manufactures the Apex detergents and its services are utilized by major brands like Kraft, Dole, Anchor and Minola.

SOURCES:

San Jose History: https://www.facebook.com/groups/SanJoseHistory/posts/2365718663559354/

 The Origins Of Eggo Have Nothing To Do With Waffles: https://www.thedailymeal.com/1127961/the-origins-of-eggo-have-nothing-to-do-with-waffles/