We look at how British culture and identity have historically been used by Kiwi and other Commonwealth marketers and advertisers to sell products abroad.
Felicity Barnes is a senior lecturer in history at Waipapa Taumata Rau, the University of Auckland. She has researched how advertisers between the first and second world wars constructed a shared British identity in Australia, Canada and New Zealand.
What she's found is outlined in her new book Selling Britishness: Commodity Culture, the Dominions and Empire.
During the inter-war period New Zealand, Australia and Canada, filled British shop windows, newspaper columns, and cinema screens with "British to the core" Canadian apples, "British to the backbone" New Zealand lamb, and "All British" Australian butter.
Dr Barnes says a thread running through the marketing was selling a Dominion-styled British identity.
Some international advertising campaigns featured touring sports-people and politicians championing the products of their home countries to British shoppers.
And from 1934, here is Australian test cricket captain Bill Woodfull's appeal for Empire buying, talking about being part of one big British family.
