Frau Antje

He hired Kitty Janssen to be the first Frau Antje (1961), dressed in a supposedly traditional Dutch costume and wearing wooden shoes.

From an authoritative position she addressed herself to housewives, and the world portrayed in those advertisements was typical of the post-World War II period, whose values were cleanness, sobriety, propriety, with the family at the center.

Antje returns to the kitchen in the mid-1980s, but this time, unlike in the 1960s, she is an emancipated, private person, no longer a traditional teacher, in an attempt to appeal to a more fragmented audience living a multitude of lifestyles.

In the second half of the 1990s, Antje, now an independent and self-assured cheese expert, was even more emancipated, and while still dressed in her traditional garb she dances to techno music.

Finally, after 2003, she is turned into a kind of fairy character, and rather than work in her own (Dutch) environment, she is inserted into German household situations where she advises families in their hypermodern kitchens, emphasizing the chronological distance between those interiors and her own old-fashioned clothing.