26,000,000 MEAT ADS.

Poverty Bay Herald, Volume LXI, Issue 18465, 2 August 1934, Page 13

26,000,000 MEAT ADS.

! CAMPAIGN IN ENGLAND > EXHIBITIONS OVERDONE | l The New Zealand Meat Board has I I arranged to advertise in 26.000.CC0 I j copies of popular English jouruals dur- 1 t ing the summer. | . This is part of a campaign of press I r advertising, supported by drives and j j competitions in me thickly populated j areas, ) In tho annual report, the, board states I that competitions are arranged among j shopkeepers and school children, the I shops being supplied with suitable ad- I vertising material. A public function I is then held, and usually the Lord Mayor I is asked to present the prizes-won. Such | personal contact with the trade was I found to be very valuable, and engcu- 1 dered goodwill towards the New Zealand | product. 1 “ibis year,” the report states, ‘‘we I have organised very successful campaigns i of this nature at the following centres : I Manchester, Salford, 'Oldham and Bolton, I population 1,307,500; Liverpool and Bir- I kenhead, population 1.700,000 ; Birmingham, including West. Bromwich and Smethwick, population 1,190,000; AYolverhampton, including Walsall, Dudley, Oldbury, Tipton, Woclnosbiuy, Bilston, Coselev, Willonball and Darlaston, jiopulation 497,000; Glasgow, population 1,090,000. “It will be observed that all tiic centres picked for these drives rep re- I sent thickly populated industrial areas, I where tire public could not turn round | for a mopth without being reminded I that 'New Zealand lamb is tho best in 1 the world.’ It was also impossible to pick up a ’oral daily without, again being reminded of the same fact, the result being that the demand for our produce is greatly stimulated. Neither | is this a temporary phase, as conversa- ft tions with many retailers indicate that I their turnover in New Zealand meat has : permanently broadened as a direct result G of our activities. “Experience lias shown that these | campaigns are by far and away more | effective than exhibitions. The latter / are greatly overdone in Great Britain and are quickly losing their attraction | for the public. The drives are far more p individual and give a valuable oppor- | tunitv for pushing New Zealand produce | without the distraction of any other ex- | Dibits which go- to make np an exhibi- I tion. _ _ | “The board lias extended its ndvertis- | ing in jiapers which circulate exclusively | amongst women, who are the daily pur- | chasers of meat. The combined circula- I tion of these publications is enormous, | and our advertisements for New Zealand | meat will appear in 26,000,000 copies 1 through the summer months. f: 1 “All the. important trade papers are g fully utilised to keep New Zealand meat jj prominently before the trade, and advertising in papers which circulate solely , amongst Hotels and"'caterers has been extended.’’