ADVERTISING OUR BUTTER.

Taranaki Daily News, Volume LIII, Issue 327, 14 June 1911, Page 8

ADVERTISING OUR BUTTER.

A iSL'C'C'KSSKI'Ij EXPERIMEXT. Wli"M iin American millionaire wus asked for the secret of getting rich lie replied, "Advertise." And whon Mr. Mills (Mills and Sparrow) was 'a New Zealand, the dairymen asked him how to popularise New Zealand butter at Home. He gave the same answer, ''Advertise." From the Arm's New Plymouth agents (Messrs. E. Griffiths and Co.) we learn that 1911 is the first year on record when New Zealand butter has been prominently brought under the notice of the British public, arid if the food work done is continued in the future the benefits to New Zealand will assuredly be worth the effort and cost. The credit for this first advertising campaign is due to the National Dairy Association of New Zealand and Mils and Sparrow, one of their agents in London, who -spent a sum approaching £3OOO in advertising this season. The principal work of the campaign was to arrange with about 000 retailers throughout Britain to have on February 16 a large, attractive window display of New Zealand butter in their shops. Mills and Sparrow supplied striking bills and cards to assist in this. Then in anticipation of this, large advertisements were inserted in all of the leading daily papers and trade journals, calling attention to the excellence, etc., of New Zealand butter, and on the display day the advertisements called attention to the display. The Daily Mail devoted the whole of its' first page to a most remarkable advertisement, naming shops in almost every town where New Zealand butter couitt be bought. Most of the papers also printed a short article referring to New 'Zealand butter. Some evidence of the effect the advertising has had may be learnt from one of Mills and Sparrow's letters. It reads: "This morning we have letters to hand with reference to this display, and we cannot do better than give you one from a retailer in Canterbury. This reads: 'I must thank you for the parcel of cards, tin tickets, copies of the Daily Mail, etc., which came safely to hand yesterday. You will be glad to hear I have had splendid results from the advertisement. Unfortunately, to-day has been a short day, as we close at one o'clock on Thursdays; still I had a very busy morning, with strangers coming in for New Zealand butter, saying tlicy had seen my name in the Daily Mail as keeping it. I had a box turned out on the counter, and made as good a show as possible, and am delighted with the result, for which agnhn many thanks.' The final result, however, of this display with this man yesterday is more satisfactory, because, while he had one box down at the start, the result of the day's trading was so good that he ordered six more boxes, so there is not merely the empty form of thanks but practical proof of the benefit arriving, not only to him, but to ourselves and to the factory, from this advertisement." On display day New Zealand butter was quoted at 106s, and Danish at 1245, a difference of 18s per cwt From that day forward New Zealand has improved in price and Danish declined, until to-day the difference i« only 3s per cwt. Did the display and continued advertisement help? If the standard price of New Zealand butter is raised only Is per cwt., it means an increase to tho New Zealand dairy farmers of £20,000 per annum. It should pay the farmers to support the National Dairy Association of New Zealand in its desire to complete tile most effective selling and advertising organisation possible at Home.