MARKETING OF N.Z. MEAT

Press, Volume XCII, Issue 27752, 1 September 1955, Page 13

MARKETING OF N.Z. MEAT

Advertising Campaign In Britain ISSUE OF 5,000,000 RECIPE BOOKS The issue of 5,000,000 recipe books to British housewives is one of the many methods by which the New Zealand Meat Producers’ Board has sought to keep the name of New Zealand meat in the eye of the consumer. An article prepared by the board’s publicity officer in Wellington gives some idea of the diversity and scope of the campaign on behalf of New Zealand meat in Britain. Butchers preparing their shops for the end of rationing and return to private trading received new window display material, window pelmets, price Stockers, rubber counter mats and various other devices from the New Zealand Meat Producers’ Board. There was a campaign in the press and in magazines. New Zealand lamb was mentioned in television programmes. The board's London advertising representatives produced a recipe booklet which ran to many editions. Five million copies were given by the butchers to housewives. In it were hints on the cooking of New Zealand lamb and other meats presented by the television star, Philip Harben. Tile board has engaged a outlie relations organisation of international repute. From this quarter information is supplied to feature writers. Domestic science teachers, women’s institutes, and other organisations are given information on the best ways to cook New Zealand meat. “Meat Topics," a domestic science folder, is at the moment in strong demand. It has already gone to 5000 teachers and demonstrators. A domestic science adviser has been touring training colleges and women’s institutes and other such organisations. Large London stores and New Zealand House have had window displays on New Zealand lamb and how the board’s London office is arranging for the distribution of special menu cards to hotels with an advertising line for New Zealand meats.

The journal for the British advertising profession, “Advertising Weekly,” said earlier this year that New Zealand lamb; “so extensively advertised, was the exception to stiff sales resistance to frozen meat.”