Who remembers the Wavy Line grocers?

They were a large group of small shopkeepers who banded together to fight the threat of the supermarkets.

independent grocers came under intense pressure when Tesco and other giants started to dominate the market.

Many faced a serious drop in trade as shoppers turned to the big stores for cheaper prices and wider range of food.

But some decided to fight back, and Wavy Line was born.

Traders clubbed together to strengthen their bargaining power with manufacturers and buy in bulk more cheaply than if they were acting alone.

The picture above was taken at St Giles Fair in Oxford in 1961 when Wavy Line had a stall to promote itself.

It was staffed by local girls recruited to persuade fairgoers that they could get a good deal if they visited one of the 54 Wavy Line stores in the area.

Large notices explained what Wavy Line meant to everyone, and many of the cut-price offers shoppers could expect were displayed prominently on the stall. One girl even had the offers plastered over her dress!

Wavy Line was a national initiative, and for several years, invited women shoppers to take part in a personality competition for the title of Miss Wavy Line.

The finals were a lavish affair at a London hotel.

We don't know the names of anyone in the picture, but someone is bound to tell us.