N.Z. LAMB AT HOME.

Hauraki Plains Gazette, Volume VLI, Issue 3323, 26 April 1935, Page 7

N.Z. LAMB AT HOME.

MEAT BOARD’S PUBLICITY CAMPAIGN Leicester is sometimes described as the agricultural capital of England. Hence, the consumption of home-grown meat is perhaps more fashionable than in other places. Here, then, there has been strong opposition to New Zealand lamb. At the present time, however, home-killed lamb is a luxury, and the New Zealand Meat Board considered the time opportune to make a drive for New Zealand lamb, writes the London correspondent of the “Otago Daily Times. ’ ’

The campaign has had very good results. A thorough canvass of the wholesale and retail trade was made, with the result that 65 butchers entered for the window-dressing competition. An entirely new feature was particularly successful. This took the form of a competition for decorated trade cycles. The board supplied the advertising decorations and offered a first prize of a trade cycle and cash prizes. There were 40 entries, and by permission of the police a procession was formed and proceeded along a two-mile route through the main shopping area of Leicester. This attracted so much attention, caused such interest, and impeded traffic to such an extent that it is possible that the police regretted their decision.

The board also arranged a painting competition for children. In this competitors had to fill in with, colour a New Zealand lamb poster. Some 20,000 children applied to the butchers for forms and over 5000 pictures were returned for judging. All the children who entered were invited to a cinema show, and 4000 attended. It was found necessary to take a second picture theatre and even then a number had to be satisfied with tickets for an ordinary cinema show later on.

Community singing to the accompaniment of the organ preceded the speeches, and afterward films illustrating New Zealand and its pastoral industries were shown.

A great deal of assistance was given by the newspapers apart from advertisements. Finally, the Lord Mayor and Lady Mayoress again attended the presentation of prizes, when about 70 members of the trade assembled in the Grand Hotel. Cups and money prizes for the window-dressing competition were presented. Mr Forsyth, who was in the chair, said that New Zealand was not anxious to compete with the Home farmer, but at this time of the year English lamb was not available, and, owing to the difference of season, New Zealand, was able to offer high quality lamb at reasonable prices, which only entered into competition with the foreigner. The Lord Mayor urged the people to support New Zealand, which was such a good buyer of Leicester woollen goods. The Meat Board will continue t-ie campaign at Derby, and go on to Burton, and then join with the Dairy Board at Nottingham.