Billboard: Sunbeam Bakers

Sunbeam Bakers billboard

Saw this billboard while doing some last-minute Christmas shopping. I’m intrigued by the rhetoric of it. I presume the ad is intended as a form of witness. But is the company also operating on the hope that their display of piety will attract a particular customer demographic? And does it?

Also, is it pertinent that I saw this billboard on a rural highway? Or is that a misleading (if maliciously satisfying) stereotype?

Finally, is the child intentionally androgynous? And in light of that question, have the owners of this company made any political donations that could be construed as ironic?

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3 thoughts on “Billboard: Sunbeam Bakers

  1. This advertising comes around at Christmas. Little Miss Sunbeam is not androgynous. You can read her whole story at She has been around for over 60 years. They have used over 30 oil paintings of her for ad campaigns over the years. I was delighted to see this billboard today on a suburban street and could not wait to come home and research it. It made me smile. And yes, I am a Christian.

    • Betsy says:

      Thank you 🙂 Sadly, some people feel they just need to over-analyze and criticize. Actually, they need to grow up!

    • Mike says:

      Sunbeam Bread has been using this same billboard across the country every Christmas since the 1950’s. Little Miss Sunbeam is the bakers icon. This is actually one of my favorite billboards. It usually comes out mid November and stays out through Christmas.

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