USEFUL PUBLICITY

New Zealand Herald, Volume LXXII, Issue 22210, 10 September 1935, Page 5

USEFUL PUBLICITY

NEW ZEALAND PRODUCE ADVERTISING IN ENGLAND RECIPROCAL TRADE STRESSED Publicity drives lasting nearly three months were carried out recently by the New Zealand Meat Producers' Hoard in an area of about 600 square miles in North Lancashire, with an industrial population of 1,250,000. An investigation of the trade showed a largo proportion of home-killed meat 011 sale. There was a very strong patriotic or " buy British " spirit, which gained in strength through the cotton trade having been so badly hit by foreign competition. The preference for English was sufficiently pronounced to cause people to buy inferior bull and cow beef, and ewe mutton, because it was home-grown, rather than good quality chilled beef. However, high prices for English meat opened the door particularly to New Zealand lamb, and it was discovered that both the retailers and the consumers had become dissatisfied with English meat at prices higher than imported. Consequently, the campaign proved successful. In commenting on the results, uie Meat Board's London manager stated that no other country enjoyed such good relationships with the trade as New Zealand, and the greatest asset, apart from the quality of New Zealand lamb, was the goodwill felt toward the Dominion.

The New Zealand Dairy Produce Board recently arranged successful publicity in Birmingham in the form of a reciprocal trade shop. The final campaign of the season- to advertise New Zealand produce in England has been completed in the potteries district, where the New Zealand Dairy and Fruit Boards joined the Meat Producers' Board in a publicity drive lasting nearly five weeks and covering seven towns with a population exceeding 250,000. Industrial conditions in the area are better than they have been for several previous years, and much of the New Zealand appeal was based on the fact that the Dominion's tariff on British pottery is low.