AUSTRALIAN FRUIT.

Waikato Times, Volume 98, Issue 15319, 21 August 1923, Page 2

AUSTRALIAN FRUIT.

ENGLISH PUBLICITY

HOW ADVERTISING PAYS.

Striking evidence of the efficacy of newspaper advertising was recent'ljl supplied by Mr Goodall, secretary of the National Fruit Traders' Federation, London, who had concluded a campaign costing £SOOO, with a view to selling Australian apples. His main slogan was, "Apples for Health." Mr Goodall says he inserted an advertisement in 120 newspapers throughout Great Britain. At the same time he issued attractive coloured posters, which were placed in the tubes of the underground railways, in fruit shops, and on carriers' vans.' The result was to stimulate an ever-growing demand, keeping the public buying apples. Despite heavy supplies of soft fruits he was thus enabled to sell 25,000 oases more than in 1922. At the outset the price represented a loss to the producer, but it gradually increased. He has decided to make another big campaign in 1924, of which the effect will be cumulative. The federation is oonvinced that the money has been well spent. In connection with this publicity campaign, one of the first executive duties undertaken by the Australian fruit delegation, when in London, was to hold a conference with representative men of the Federation of Fruit Importers, London, which is a very comprehensive body. A difficulty had arisen with regard to the publicity propaganda with the object of increasing consumption of Australian apples in London, and some firms were hesitating as to the levy. > Mr Mearcs, who represented the commercial side of the delegation, stressed the fact that the object of the mission was largely to encourage greater consumption of Australian foodstuffs, and was, therefore, wholeheartedly in favour of the publicity scheme to be conducted under a levy of id per case. He assured the representative gathering that the whole of the growers of Australia would stand behind the efforts of the federation. He also recognised that the amount so gathered would be spent in judicious and careful fashion by the group of business men represented by the federation. As a result of two sittings the delegation had with the federation, all difficulties were removed, and unanimous support secured from all importers. So satisfied were the members with the assistance rendered in London that a conference of all the provincial importers was thereupon convened at Manchester, which Mr Meares attended, and similar unanimous support was secured to the scheme. One of the best publicity experts was called in, and a committee consislin" of representative importers, Mr McDougall and Mr Meares, of the fruit delegation, and the manager of the fruit section of the Wholesale Cooperative Federation, went thoroughly into ways and means, and the selection of the best avenues for the wise expenditure of the amount anticipated from the levy of *d per case. . Both Mr McDougall and Mr Meares assured the importing firms that the delegation on return would report to the industry the helpful work of the federation. Mr Meares met all the members of the Australian Fruit Council and after giving a comprehensive review of the work of the delegation, and detailed information as to marketing conditions over Great Britain, the Council requested the Commonwealth Government to put into action the regulations (previously suspended) for the comprehensive inspection and grading of fresh frutt submitted for export. The effect of this should 'justify a still further extension next season of the publicity campaign for Australian and New Zealand apples and pears.