Marketing Memories: The Shippam’s Exhibition
- The Novium Museum
- Apr 4
- 3 min read
By Laura Williams, Communications Officer at The Novium Museum
Working in museum marketing wasn’t something I ever anticipated. Unlike many of my colleagues at The Novium Museum, I don’t come from a museum background. But if there’s one thing my role here has taught me, it’s that history is endlessly fascinating - especially when you see how deeply it resonates with people today.
One of the things I love most about my job is that no two days are the same. Our changing exhibitions constantly immerse me in new eras, new subjects, and new stories. Each exhibition is a chance to learn something new, but more importantly, it’s a chance to help our visitors connect with the past in ways that feel personal and meaningful.
That’s why working on the Shippam’s exhibition has been such a joy. Unlike other projects where part of the challenge is making history feel relevant, Shippam’s already holds a cherished place in the hearts of Chichester people. So many in the local community either worked at the factory, knew someone who did, or simply remember the unmistakable smell wafting through the city.
That deep-rooted familiarity makes Shippam’s unique. Instead of introducing visitors to something new, our job is to tap into memories that already exist and bring them to the forefront. For me, this project has been less about introducing something and more about reconnecting. It’s been about hearing stories, and encouraging people to share their memories - memories that will shape this exhibition and make it truly special.
A Masterclass in Marketing
Shippam’s wasn’t just a household name - it was a brand that understood its audience. Its iconic packaging made it instantly recognisable on the shelves, while its advertising campaigns, from catchy TV jingles to vibrant magazine spreads, left a lasting impression. But beyond the visuals, what made Shippam’s marketing so effective was its emotional connection. It wasn’t just about selling meat and fish pastes; it was about selling comfort, tradition, and reliability - values that kept families coming back for generations.
In many ways, promoting this project feels like a tribute to Shippam’s own marketing legacy. Our goal is to create that same sense of familiarity and connection that Shippam’s achieved so effortlessly.
Just as Shippam’s marketing often highlighted the everyday moments of family life, we want this exhibition to feel like a warm, nostalgic trip down memory lane. Whether it’s through social media posts asking for your memories, the volunteers who have offered their time to help us build this project, or simply chatting with visitors who fondly recall the smell of the factory, every story helps build this exhibition into something truly special.
This project has reminded me that marketing is about more than just promotion - it’s about people. It’s about stories. And it’s about finding the threads that connect us, even decades later.
Nostalgia, Community, and Connection
When it comes to marketing this exhibition, we knew that nostalgia would be our most powerful tool. Our social media campaigns have been designed to spark memories, with throwback photos and vintage advertisements. We’re fortunate to have the wealth of bold, brightly coloured Shippam’s ads we hold in our collection at our disposal - striking designs that once jumped off the pages of magazines. These eye-catching visuals, packed with personality and charm, help bring the past to life, instantly transporting audiences back to the heyday of Shippam’s.
We’ve also leaned heavily on community engagement. This isn’t just about promoting an exhibition; it’s about creating a space where people can reconnect, reminisce, and share their stories with each other.
As the exhibition’s opening draws closer, we’re planning even more ways to bring the community together - from focus groups and oral histories to exclusive sneak peeks and memory-sharing opportunities.
At its heart, this project isn’t just about marketing an exhibition - it’s about rekindling a sense of community through shared memories. The Shippam’s exhibition isn’t just telling a story; it’s inviting people to be part of it. And that’s what makes it so special.
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