RESULTS OF CBS "APPLE CAMPAIGN"

New Zealand Listener, Volume 2, Issue 48, 24 May 1940, Page 48

RESULTS OF CBS "APPLE CAMPAIGN"

HE Apple Campaign conducted by the. Commercial Broadcasting Service has been highly successful. One and a-quarter million cases of apples were disposed of in less than two months. A letter from Frank Picot, the Director of Internal Marketing, addressed to’ B. Sheil, the Deputy Controller of the National Commercial Broadcasting Service, speaks for itself: 10th May, 1940 Dear Mr. Shiel, Now that the Apple Campaign is drawing to a close, I would like to take this opportunity of thanking the Commercial Broadcasting Service for its enthusiastic and effective co-operation. It is too early to review the complete results from a sales point of view, but I have no hesitation in stating that the Broadcasting Campaign was an outstanding success, and largely responsible for a remarkable increase in the consumption of apples. I would particularly express my appreciation of the comprehensive nature of the various radio schemes formulated by ‘your staff, and the trouble you took to fit these in to meet the Division’s needs, and give the utmost support to our distributors and retailers; The manner in which the broadcasting was linked up to advantage with othe: forms’ of publicity used in the campaign, was also distinctly helpful. I shall be glad*if you will convey to your advertising staff, the Station Managers, the "Telephone Quiz" Announcers, Aunt Daisy, and your organisation generally, the sincere thanks of this Division.

Finally, please accept yourself a word of appreciation for your close personal attention and supervision of the arrangements, Yours faithfully,

F.

PICOT

Director of Internal Marketing.

The Commercial Broadcasting Service, in turn, would like to pass on to all ZB listeners, sincere thanks for their enthusiastic participation in such features of the campaign as "The Telephone. Quiz" and "The Apple Pie Contest."’