£50,000 For 1957 N.Z. Dairy Advertising On British TV

Press, Volume XCV, Issue 28180, 19 January 1957, Page 10

£50,000 For 1957 N.Z. Dairy Advertising On British TV

(Rec. 9 p.m.) LONDON, Jan. 18. Another £50,000 will be spent on commercial television advertising by the New Zealand Dairy Produce Marketing Commission during 1957. The New Zealand Meat Producers’ Board has also decided to use this form of advertisement for the first time. The majority of comments on the Dairy Commission’s 15-second advertisements last year were favourable. Main criticism was that they were not long enough, so this year the commission’s advertisements will last 30 seconds.

They will emphasise “butter at its very best” comes from New Zealand, with the accent on butter being good for children. They will appear once a week on London. Birmingham, Manchester, and Leeds programmes, and the cost of each showing will be £912. During the year they will cost £42,000. The remaining £BOOO will be kept in hand for such devices as “five-second spots.” For instance, a packet of New Zealand butter will be shown and an announcer will say, “New Zealand butter is cheaper now than for years. Buy some tomorrow and save money.”

One weekly “spot” of this nature will cost £lOOO in six weeks. v The Meat Producers’ Board will

(N.Z. Press Association—Copyright)

shortly feature New Zealand lamb on both London and provincial television* services with a 30second advertisement followed up later by one of 15 seconds. They will appear twice weekly to start with.

It is hoped to have later a cartoon advertisement to coincide with the seventy-fifth anniversary of the arrival of the first shipment of New Zealand meat to Britain.

Advertisements will be concentrated on the February-March-April period, in which Dominion lamb is available in greatest quantities.

The first one shows a butcher holding New Zealand lamb and describing its qualities and popularity with housewives. This is followed by three shoppers in turn asking for lamb: “It must be New Zealand,” and giving their reasons for preference.