His Majesty the Panettone, in advertisement posters
Panettone is a typical Christmas treat from Milan, now made by a number of companies all over Italy. A symbol of holiday celebrations, it is served at family meals as a final treat for everyone to enjoy.
Our gallery celebrates “His Majesty the Panettone” – as journalist Gianni Brera once called it – at the center of a selection of poster ads from the 19th and 20th centuries.
There are original Milanese panettoni, such as the one made by Giuseppe Baj’s Premiata Confetteria, which was awarded at the 1881 and 1887 Expos in Milan; and the one by Pasticceria Cova, the famous literary café founded in 1817 on Via Montenapoleone – a favorite of composer Giuseppe Verdi.
But there are also some “foreign” panettoni that have every right to be included in this festive and colorful selection: the one by Galup, a company founded in Pinerolo (Piedmont) in 1922; the one by Venice-based Colussi; the one by Deorsola in Aosta; and the one by Balzer, which in the 1950s distributed its panettoni around Bergamo from typical three-wheel vehicles.