Dairy Board set to launch women's ‘fashion’ campaign
BY JAMES H. EVERHART
HARRISBURG - The health
approach, and the fear of
osteoporosis may encourage a lot
of women to drink milk.
But the Pennsylvania Dairy
Promotion Program is banking on
the assumption that even more
women will drink milk if they think
it’s “fashionable.”
The advisory board of the PDPP
Wednesday gave tentative ap
proval to a new “fashionable
woman” campaign drafted by the
program’s advertising agency,
HBM-Creamer of Pittsburgh.
And though some members
quarreled with elements of the
campaign including the
presence of models in swimming
suits and mink coats the overall
concept received the board’s en
dorsement.
Each of the scenes in the new 30-
second television commercial spot
reviewed by the board would show
women drinking milk. And the
women protrayed would be
“fashionable” individuals that
most women would view as role
models.
They would range in age from
healthy, active 17- to 21-year-old, to
the gray-haired, dignified,
‘ ‘classy” woman in her 40s or 50s.
Situations would include both
leisure, social and business oc
casions, agency personnel said,
and the entire spot would occur
against an “upbeat” musical
score, in tune with other “Make it
Milk” campaigns.
The agency will attempt to have
the commercial finalized before
the board’s next meeting in
February.
In other action, the board gave
Nutrition meeting
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Cocktails will be served at 6:30
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Dinner will be served at 7:30
p.m., which will include;
Homemade soups or fresh fruit
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preliminary approval to a $32,000
expenditure for a “Make it Milk”
Day, June 1, at a Pittsburgh
Pirates baseball game.
The event, a Sunday that kicks
off Dairy Month, would include a
premium giveaway 10,000
portable AM radios that could be
given to children under 12 or any
other group the PDPP might want
to designate.
Board members raised several
points about serving milk at the
game, and the team representative
promised to present the issue
again to the stadium vendor, ARA
Services. But she added that
previous attempts to pressure the
vendor in behalf of milk have not
been successful.
The board asked HBM-Creamer
to determine the value of the
media exposure it would obtain by
promoting the game. A more
formal report was promised for the
board’s February meeting, when
the full details of the game
promotion would be presented for
final action by the board.
The ad agency also presented an
evaluation of the recent recipe
contest. Although the number of
entries was lower than anticipated,
the cost of the project, at $42,000,
was less than was expected.
More than 120 newspapers and
broadcast outlets used information
on the contest, the agency said.
And the value of the media ex
posure received, if purchased at
prevailing rates, would be $67,000.
In addition, the recipes obtained
in the contest have been developed
into a recipe book which the
program is now offering to
promote dairy sales. Request for
the booklet have exceeded ex
pectations.
salad, an assortment of fresh
vegetables, homemade bread,
assorted relishes, ham, Chicken
Stoltzfus, cracker pudding,
chocolate cake, homemade pies
with ice cream, and coffee, tea or
milk.
Please mail or call your
reservations no later than
Tuesday, Jan. 21 to John Fidler,
Pennfield Corporation, 717
Rohrerstown Road, Lancaster, PA
17604, phone, (717) 295-6746.
The advisory board also ap
proved a media schedule, outlining
the agency’s plans for placing ads
throughout the year. The schedule,
it was noted, would distribute ads
evenly throughout the year, to help
the board maintain a constant
presence in the consumer’s
awareness.
Meanwhile, in an abbreviated
appearance following lunch,
Agriculture Secretary Richard E.
Grubb noted that he has several
reservations about the proposed
revisions in legislation defining
commodity groups like the PDPP.
He noted that, under his in
terpretation of the bill, the
department would no longer be
permitted to offer promotion
groups free staff time and clerical
services, which last year
amounted to an estimated $170,000.
On the other hand, the groups
would be almost wholly in
dependent of the department in
decision making.
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The Pittsburgh “Parrot" fits Board member Mary
Burkholder with a Pirates' hat during an eventful visit to the
Pennsylvania Dairy Promotion Advisory Board’s meeting
Wednesday in Harrisburg.
Grubb also said the changes
were so significant that he was not
sure the federal government would
consider a dairy board under the
new bill to be a continuation of the
PDPP, or a new program
altogether
MINI "B"
He also said he felt the bill would
be a setback for commodity groups
which have a smaller budget than
the PDPP. Such groups he said,
would be “put out of business” by
the legislation.
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