NEW ZEALAND MEAT

Bay of Plenty Beacon, Volume 10, Issue 60, 9 December 1946, Page 6

NEW ZEALAND MEAT

ADVERTISING IN THE UNITED KINGDOM

During the six war years advertising of the Dominion’s Meat Products ih the United Kingdom was completely suspended. By reason of the war-time controlled distribution, New Zealand meat probably reached a greater range of consumers in the United Kingdom than ever before. Many of these consumers, however, were probably unaware of the origin of the meat they were consuming and of the great part the Dominion had played. in helping to augment their meagre rations during the bitter war years.

Early this year the New Zealand Meat Producers Board agreed to participate in a combined scheme of background advertising in the United Kingdom for the purpose of enlarging upon New Zealand’s war effort in the Primary Production field and of keeping New Zealand’s Products incessantly before the consuming public. . This scheme has proved eminently satisfactory and is. being continued for a further 12 months.

In addition to participating in the above the Board has also decided to resume direct advertising of New Zealand meat in the United Kingdom. Steps are being taken to inaugurate a modified campaign which will follow the line, so successfully adopted by the Board in pre-war days, of concentrating the bulk of the advertising in the place where it is most likely to catch the consumer’s eye—the butchers’ shops. This advertising is largely of a preparatory nature and is designed to enable the Board to swing quickly into an intensive campaign when the time comes for the retailer and the consumer to select the product they desire. District Fat Lamb Competition

Another excellent advertising medium with the trade in the United Kingdom is the District Fat Lamb Competition. With the consent of the United Kingdom Ministry of Food the Board has arranged for the resumption of this competition, the display and final judging of which will take place in London. Twenty-four districts are participating, fourteen in the North Island and ten in the South, from each of which the* seven best pens of three lambs each will be forwarded to London. Great interest is being shown in the competition locally, the quality of the exhibits is excellent and the massed display in London is sure to create excellent publicity for the Dominion.