—Lancaster Farming, Saturday, Jan. 22. 1977
22
ADA launches big
Spring promotion
ROSEMONT, lU. - The
American Dairy Association
(ADA) kicks off 1977 with a
big Spring promotion that
includes a fourth year repeat
of its successful free milk
offer and a new “South of the
Border” promotion for
cheese.
Slated for February and
March, the promotion marks
two selling “firsts” for ADA -
a joint advertising program
for milk and cheese and the
first spring promotion for
cheese.
The new combmation sales
approach is based on a
United Dairy Industry
Association (UDIA) market
research study which proved
that when point-of-purchase
materials are installed
together, both products sell
better.
First ADA repeats its free
milk offer in 1977. This
year’s promotion features a
free half-gallon milk refund
with proof of purchase from
the two pound size of Nestle’s
Chocolate Flavor Quik and
two packages of Sunshine
Hydrox cookies. Consumers
in areas that don’t carry the
Sunshine line can still take
advantage of the offer by
buying any two packages of
cookies.
The 1976 free milk
promotion developed a
potential milk sales increase
of 11 % million gallons over
the 1975 program. With this
growth pattern, the 1977
promotion could be the most
successful yet!
Then, ADA goes “South of
the Border” in a spring
promotion for cheese.
There’s hardly a Mexican
dish that doesn’t call for
cheese, and many are quick
and easy to prepare, which
makes them highly ap
petizing for today’s fast
paced lifestyle.
Vegetable conference slated
UNIVERSITY PARK, Pa.
• The annual Pennsylvania
Vegetable Conference, to be
held February 6 to 9 at The
Pennsylvania State
University, will feature
topics for vegetable growers,
food processors, field
representatives of related
industries, and county
agents.
The event will open
February 6 at 7 p.m. with the
annual business meeting of
the Pennsylvania Vegetable
Growers Association, one of
the sponsoring groups. This
business meeting will be held
in the Nittany Lion Inn with
all other meetings in the
Keller Conference Center.
Sponsoring agencies include
the College of Agriculture at
Penn State and the Penn
sylvania Food Processors
Association.
Topics the morning of
February 7 will stress
strawberry varieties, weed
control m strawberries.
Too, Mexican and Spanish
food sales have almost
doubled in the past three
years, showing the strongest
growth of any ethnic food
category. Since 1973, dollar
sales have gone from $107.4
million per year to $210.3
million.
ADA has coordinated
advertising efforts and point
of-purchase support for both
programs. Milk and cheese
will be promoted together on
television and radio and
through P-O-P kits that
incorporate both selling
themes. National magazine
ads will feature cheese, and
“best food day” ads
describing the free milk
offer will run in newspapers
across the country.
ADA will promote the free
milk offer with a 600-Line
B&W newspaper ad that
features a refund coupon and
is illustrated with cartoon
art from the current “What
Makes” pool of animated
television milk com
mercials. The ad is set to run
on “best food day” during
the weeks of February 7 and
14. Nestle and Sunshine will
sponsor a similar ad, also
during the week of February
7.
A special ADA 39-second
radio spot, “Checkout,”
highlights the free milk offer
and will be broadcast during
February and March with
ongoing milk commercials.
ADA will support the
cheese promotion with
national magazine ads in
addition to radio and
television commercials.
The magazine ads picture
a “Cheese Ole” sombrero
surrounded with simple
Mexican foods topped with
cheese. Accompanying copy
explains it’s the cheese that
adds flavor and excitement
to Mexican cooking.
blueberry production, and
farm marketing. The topics
the afternoon of February 7
will center around nematode
damage to vegetable crops,
diseases of sweet corn and
their control, an up-to-date
report on the Occupational
Safety and Health Ad
ministration, post-harvest
storage of vegetables and
small fruits, and a Penn
State review of current
research on vegetable crops.
The morning program
February B will include
procedures to update
pesticide certification, new
vegetable varieties, prac
tical methods of reducing
costs of greenhouse heating,
Pennsylvania pesticide
regulations, and deer and
other wildlife pests.
The afternoon program
February 8 will feature
discussions of control of
sweet com ear worm and
com borer, virus problems
in vegetable crops, a wee
The two-page, four-color
spreads will appear in the
March issues of Woman’s
Day, Family Circle, Red
book and Southern Living
and in the April issue of
Sunset. Total circulation of
the five magazines is over
23,000,000.
“Cheese Ole,” a 30-second
TV commercial, features a
Mexican spokesman who
points out, “As every good
cook knows, it’s the cheese
that makes the (south of the
border) dish so bueno.”
Thirty-second radio spots
also carry a Mexican theme
and will be broadcast with
ADA’s regular commercials
for milk.
ADA will install point-of
purchase display kits in
19,000 food stores across the
country to support the two
promotions.
The cartoon characters
used in the “What Makes”
TV commercials appear on
two “Milk Does” mobiles
which hang over the dairy
display and on six dairy case
modules.
The mobiles show ap
petizing suggestions for
snacks and lunches, ideas
that go naturally with milk.
The modules pick up wor
ding from the TV spots and
feature phrases like: “What
makes hot dogs doggier?
Milk does!”
The free milk offer is
described on a dairy case
banner, which directs
customer attention to pads of
refund coupons attached to
the price rail strips. P-O-P
materials installed by Nestle
and Sunshine will also
support the promotion.
■Die P-O-P kits also include
a Cheese Ole sombrero
mobile. The large die-cut
mobile forms the center of a
“Go South of the Border with
control panel stressing ef
ficient use of limited her
bicides, ways to keep a
business in the family, and
starting of vegetable plants
by the Speedling method.
Topics the morning of
February 9 will stress an
update on the growing of
Speedling plants, tran
splanting of Speedling
seedlings, color sorting in
harvesting tomatoes, and
tomato diseases and their
control.
Afternoon speakers
February 9 will deal with
Sencor as a promising
herbicide for tomatoes, a
research review of tomato
fertilization, Ethepon for
once-over tomato harvest,
and rules and regulation for
soil erosion and sedimen
tation control. The annual
awards for outstanding
tomato production will be
presented February 9 at 3
p m
Cheese Tonight” dairy case
display and is featured in
ADA’s magazine ad.
The festive sombrero
mobile hangs over the
cheese section and includes
five danglers that picture 10
Mexican foods topped with
cheese. Three dairy case
modules also show Mexican
food and cheese serving
suggestions.
Lawrey’s Foods, Inc. will
use the sombrero mobile to
extend the promotion by
featuring its products which
are complimentary to
Mexican cooking.
Finally, to encourage
consumers 'to prepare
Mexican foods at home, ADA
prepared a recipe handout
featuring four of the dishes
pictures on the sombrero
mobile. It will be available at
the dairy case on tear-off
sheets.
The communications
division of UDIA, ADA’s
parent organization,
produced and and mailed
cheese and Mexican food
information kits to the
nation’s food editors to
support the spring cam
paign.
The kit contained a new
Mexican food recipe leaflet
called “Sombrero Specials”
and an ROP editorial page
emitted “Fashion a Fiesta.”
Some UDIA member units
will hold press parties to kick
off promotion efforts in their
areas.
UDIA’s total promotion
effort for milk products
includes the advertising
campaigns of American
Dairy Association, the
product research and
development work of Dairy
Research Inc. and the
nutrition research and
education programs of
National Dairy Council.
Poultry
still
increasing
HARRISBURG - Penn
sylvania’ poultry production
continued to increase during
the week ending January 8,
according to the Penn
sylvania Crop Reporting
Service.
Placements of broiler
chicks were 1,779,000. The
placements were 26 per cent
above the corresponding
week a year earlier, and
eight per cent above the
previous week.
Average placements
during the past ten weeks
were 28 per cent above a
year ago.
Placements in the 21 key
poultry producing states
were up slightly. The
placements were 62,840,000,
two per cent above the
previous week and five per
cent more than the same
week in 1976.
Average placements in the
21 states during the past ten
weeks were four percent
above a year earlier.
LOOK FOR
APAMS..CQ*
O.C. RICE. INC.
Biglerville PA
717-677-8235
YINGLING’S IMPLEMENT
RDI Gettysburg PA
717-359 4848
BERKS CO
N.H. FLICKER & SONS INC.
Maxatawny
Ph. 215-683-7252
STANLEY A. KLOPP INC.
Bernville
Ph. 215-488-1500
MILLER EQUIPMENT
Bechtelsville
Ph. 215-845-2911
SHARTLESVILLE FARM EQUIPMENT
ShartlesviKe, PA
215-498-1326
H. Daniel Wenger, Prop.
ZIMMERMAN’S FARM SERVICE
Bethel
Ph. 717-933-4114
BRADFORD CO.
CARL L. PIERCE
RD2
Columbia Cross Roads, PA
717-297-3513
WYNNE’S GARAGE
Canton, PA
717-673-8456
BUCKS CO.
C. J.WONSIDLER BROTHERS
Trumbauersville Road
Quakertown, PA 18951
215-536-1935
PAUL HISTANDCO., INC.
397 North Mam Street
Doylestown, PA
215-348-9041
CECIL CO.
AG INDUSTRIAL
EQUIPMENT CO.
Rising Sun. Md.
301-658-5561
CHESTER CO.
CHAS. i. McCOMSEY A SONS
Hickory Hill. PA
215-932-2615
L L. ECKROTH FARM EQUIP., INC.
New Ringgold
STOLTZFUS FARM SERVICE
Cochranville. PA f SERVICE
215-593-52 N RD - Klmgerstown
Ph. 717-645-20 M
M. S. YEARSLEY A SONS
Westchester
215-696-2990
COLUMBIA CO
ORANGEVILLE FARM EQUIPMENT
Orangeville. PA
Phone 717-683-5311
WILLIAM F.WELLIVER
Jerseytown. Pa
717-437-2430
CUMBERLAND CO.
ERNEST SHOVER
FARM EQUIPMENT
19 West South St.
Carlisle PA
717-249 2239
DAUPHIN CO,
SWEIGARD BROS.
RD3. Halifax. PA
Ph. 717-896-3414
FRANKLIN CO
CHAMBERSBURG FARM SERVICE, INC.
975 S Mam St.
Chambersburg PA
717 264 3533
MEYERS IMPLEMENTS, INC. GEORGE N. GROSS. INC
Greencasfle. PA RD2. Dover. PA
7175972176 717-292-1673
AT
HARFORD CO.
ROBINSON BROTHERS
Cardiff, Md
Ph. 717-456-5215
LEBANON CO.
A. C. HEISEY FARM EQUIPT. INC.
RDI. Jonestown
Ph. 717-865-4526
UMBERGERSMILL
RD4 Lebanon (Fontana)
Ph. 717-867 5161
LANCASTER CO
ROYH. BUCK. INC.
Ephrata RD2
717-859-2441
A.B C. GROFF, INC.
New Holland
717-354-4191
A.L HERR&BRO.
Quarryville
717-786-3521
LANDIS BROS. INC
Lancaster
717-393-3906
LONGENECKER FARM SUPPLY
Rheems
717-367-3590
N G. HERSHEY & SON
Manheim
717-665-2271
LYCOMING CO.
RICE FARM SUPPLY, INC
Jersey Shore, Pa
717-398-1391
MONTGOMERY CO.
WENTZ FARM SUPPLIES
Route 29
Palm, PA
215-679-7164
NORTHAMPTON CO.
GEORGE V.SEIPLE& SON
Easton, PA
215-258-7146
NORTHUMBERLAND CO.
MECKLEY’S LIMESTONE
PRODUCTS, INC.
Herndon. Pa
717-758-3915
SCHUYLKILL CO
SNYDER CO.
ROYER'S FARM SERVICE
RDI. Winfield
New Berlin - Middleburg Hwy
Phone 717-837-3201
TIOGA CO.
CANYON IMPLEMENT, INC.
Mansfield. Pa
717-724-2731
WAYNE CO
MARSHALL MACHINERY
Honesdale. PA
717 729 7117
WYOMING CO.
ACE-JURISTA, INC.
TunKhannock PA
Ph. 717-836-2610
YORK CO.
AIRVILLE FARM SERVICE
Airville. PA
717-862-3358
ANDERSON BROTHERS
New Park. PA
717-382-4272