Norman Rockwell (American, 1894-1978) That's the Real Tomato Flavor, Campbell's Tomato Juice advertisement, 1935 Oil on canvas 21-1/2 x 18 inches (54.6 x 45.7 cm) Signed lower right: Norman / Rockwell Property from The Edward Arrigoni Collection of Illustration Art PROVENANCE: Michael B. Bingman; Christie's, New York, April 23, 1997, lot 225; Acquired by the present owner from the above. LITERATURE: M. Moline, Norman Rockwell Encyclopedia, Indianapolis, Indiana, 1979, p. 175; L.N. Moffatt, Norman Rockwell: A Definitive Catalogue, Vol. I, Stockbridge, Massachusetts, 1986, p. 339, no. A182, illustrated. Long before Andy Warhol transformed the Campbell's soup can into an icon of Pop Art, Norman Rockwell was already engaging with the brand in a way that blurred the line between commerce and culture. That's the Real Tomato Flavor is a compelling example of Rockwell's work in advertising—an arena in which he was both prolific and remarkably influential. Rockwell's relationship with Campbell's spanned several decades and included illustrations for both print advertising and packaging campaigns. While he is best known for his narrative covers for The Saturday Evening Post, his commercial commissions reveal a parallel practice—one that demanded clarity, immediacy, and universal appeal. In the present work, Rockwell distills his storytelling instinct into a single, intimate gesture: an older gentleman, rendered with warmth and precision, pauses mid-sip to savor his drink. The expression says everything—the pleasure is genuine, the endorsement implicit. What makes this image particularly striking is its restraint. The oval format isolates the figure against a neutral ground, focusing attention on the sensory experience itself. The vivid red cup of tomato juice serves as both compositional anchor and branding device. Rockwell's painterly realism elevates the moment beyond mere advertisement; it becomes a study in character, expression, and the everyday ritual of consumption. In this sense, Rockwell can be seen as a kind of "pre-Pop" artist. Decades before Warhol's detached, ironic engagement with consumer goods, Rockwell approached commercial imagery with sincerity and humanism. Where Warhol would later explore repetition and mass production, Rockwell emphasized individuality, finding narrative and emotional resonance in even the most ordinary products. That's the Real Tomato Flavor stands as a reminder that Rockwell's genius extended well beyond magazine illustration. His advertising work, often overlooked, reveals an artist deeply attuned to the rhythms of American life—and to the quiet power of persuasion embedded in a single, perfectly observed moment. HID12401132022 © 2026 Heritage Auctions | All Rights Reserved www.HA.com/TexasAuctioneerLicenseNotice

Michael B. Bingman; Christie's, New York, April 23, 1997, lot 225; Acquired by the present owner from the above.

Condition report available upon request.
Framed Dimensions 26 X 22.5 Inches