ADVERTISING N.Z. BUTTER

Sun (Auckland), Volume II, Issue 340, 28 April 1928, Page 32

ADVERTISING N.Z. BUTTER

CAMPAIGN IN ENGLAND GOOD RESULTS SO FAR (From Our Resident Reporter.) WELLINGTON, Friday. The New Zealand Dairy Produce Board is becoming even more and more convinced that “It Pays to Advertise,” for practical experience in Britain during the last few months has proved that publicity will help to sell more Dominion produce on the Home market.

A meeting of the board was held in Wellington yesterday and reports received from the London manager showed that in the areas in which New Zealand butter has been advertised four out of five shops stocked pure New Zealand butter now, whereas some time ago it was difficult to find places where it was stocked. Reports from several centres showed that there was a tendency on the part of the grocers to stock and sell New Zealand bulk butter in the place of blended butter, their experience appearing to have proved that blended butter has not been retaining its quality since the institution of the nonpreservative .regulations in January. These regulations, it would seem, will have untold benefit for New Zealand and should assist in increasing the consumption of Dominion butter at Home.

The Dairy Board’s advertising during the past few months has been carried on in the same districts that were attacked last year and Birmingham, with its city population of a million people, has been one of the most fruitful centres. Leicester and Nottingham have also been “worked” intensively and a third district is the Potteries and the great railway centre of Crewe.

The final results of the publicity campaign will not be known for some time, of course, but a detailed report is expected from the London manager. Another move toward impressing the Dominion's national brand on the mind of the public was made by the board’s decision to supply all dairy factories with suitable rollers with which to impress a large fern leaf and the name New Zealand on every slab of butter before the boxes are finally closed. The fern leaf has been printed on the boxes for some time and now the butter itself will bear the imprint.