It was the first work of Hopkins for L & T. This is what Lasker asked Hopkins. "Now I (Lasker) ask you help me. Give me three ads, which will start this campaign (for the Van Camp Packing Company), and your wife may go down Michigan Avenue to select any car on the street and have it charged to me [10, p.101]."

Hopkins first started a campaign to argue against home baking and offered a free sample for comparison. When other rivals followed us after a while, he created an ad "Try Our Rivals, too" that asked consumers to compare Van Camp's pork and beans to other brands. The result was an enormous success.