N.Z. LAMB IN BRITAIN.

Auckland Star, Volume LX, Issue 227, 25 September 1929, Page 23

N.Z. LAMB IN BRITAIN.

PUBLICITY CAMPAIGN. BENEFICIAL EFFECTS. (Special to the New Zealand Press Agency.) LONDON, August 13. Since spring of this year, in every part of Britain can bs seen boldly displayed on butchers' shops and in windows, advertising messages in handsome colours and attractive design inviting one to "Try to-day New Zealand lamb —the best in the world!" Window streamers, carrying the photographic head of a typical New Zealand lamb with the selling message and a map of New Zealand surmounted by the proud slogan "British!" have been seen by hundreds and thousands of consumers in the towns and hamlets of Britain. But that is not all. Effective window discs, handsome coloured showcards, large coloured discs with New Zealand lamb, this time displayed on the map of New Zealand, and original cut-out cards for the butcher's windows and vans, all these with their attractive, harmonious colouring have met one at every turn calling upon the public to "Try New Zealand lamb to-day." The cut-out cards are especially ingenious, for, although of the same effective design, they each carry different bold selling messages, such as, "Mothers! Give your children New Zealand lamb. ' It will build them into fine sturdy Britishers!" "New Zealand lambs and sheep are fed upon best English grasses and watered by pure mountain streams. That is why New Zealand meat is the best flavoured in the world!" The other messages are just as arresting and have , indeed made a brave show. Everywhere they are to be seen either standing in butchers' windows by their thousands* or hanging on actual carcases being displayed there. That has been part of the extended programme of advertising activities carried out bv the London Office of the New Zealand Meat Producers' Board this year, which have covered the whole length and breadth of Britain in furthering the claims of this lamb of *tlie quality of which we are so proud. Thirty-thousand window streamers, 80,000 cut-out cards, 20,000 showcards, G4,000 discs are the figures of advertising material applied for and delivered to butchers everywhere. The policy of the New Zealand Meat Producers' Board has been to exploit every point of advantage in the butchers' shop —the actual point of contact with the buyer of meat—and the success of this enterprise has been proved by thousands of applications received through the medium of advertisements to the trade retailers anxious to participate in the scheme. . Advertisements, too, have appeared in effective media, calling the attention of the housewife to the tenderness and flavour of New Zealand lamb. Altogether, it is a carefully well thought out programme of propaganda which cannot fail to bring beneficial results.