NEW FOOD CAMPAIGN

New Zealand Herald, Volume LXXII, Issue 22008, 15 January 1935, Page 12

NEW FOOD CAMPAIGN

" EAT MORE BREAD" MOVEMENT IN BRITAIN [FROM OCR OWN correspondent] LOXDOX, Dec. -2-1 Bread, without the accompaniment of butter, always sounds very uninviting. One would almost rather have butter without bread, for its uses are so many and varied. Bread and butter together are always enjoyed, from childhood to old age.

New Zealand must ponder, over the position and think what can be done about extending still further her market in this country now that an "Eat More Bread" campaign is ready for launching. Probably the most comprehensive co-operative advertising scheme launched since the war has been devised for the Millers' Mutual Association's £500.000 campaign. The advertising arrangements are in the hands of a wellknown firm, and will include press, posters, publicity, publications, advising and propaganda work on a large scale. According to the journal Advertising, the country is to be divided into 16 areas, with a publicity representative in charge of each district. As regards newspaper advertising, the national daily and Sunday press will be used, some 70 provincial newspaiiers, approxinfately 25 weeklies and monthly magazines and periodicals, a number of specialised publications such as the Lancet and Nursery World, and tho bakery press. Poster advertising will not be used extensively in the early months, but will develop on a national scale later. Special publications will b« issued from time to time, such as recipe books, brochures for school distribution and others likely to interest special sections of the community, such as hikers, Boy Scouts, and so on. Retailers will be offered free supplies of window bills, overprinted posters and van posters. Window display experts will be called into cooperation, leaflets supplied and specially designed confectionery bags, cartons, etc., will be made available at cost price.. The campaign will open within the next few weeks.