HARRISBURG - The White
Lite milk campaign continues to
dominate the Pennsylvania Dairy
Promotion Program’s efforts.
At Tuesday’s meeting, held in
the Department of Agriculture
building, the board members
finalized introductory plans for the
promotion and marketing of the 2
percent milk in Western and
Pennsylvania.
White Lite was introduced to the
public at the Farm Show on Jan.
12. “The kind of reception we have
had was better than we hoped for.
It is really an item that has caught
the public’s eye,” Jim Harteis
commented. PDPP’s chairmen
added, the product has “a lot of
potential. It can do milk sales a lot
of good. It can do our program a lot
of good.”
The board members selected
production companies to produce
two commercials for White Lite.
One commercial will be aimed at
the female population of the state.
The second commercial will
assure the male segment of the
population that the product is also
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White Lite Gears Up For Spring Introduction
beneficial to them.
White Lite milk carton side
panels were approved by the board
members. Presented by the ad
vertising firm of
HBM/CREAMER, Pittsburgh, the
panels will be offered to milk
dealers for use on 2 percent milk
cartons. The panels show half of a
shapely female silhouette using the
color scheme of white on a medium
blue.
Milk dealers utilizing the
packaging design will have a
variety choices concerning
number of panels used and the
location and size of the dealer’s
name.
Board members instructed the
Pittsburgh advertising agency to
purchase billboard sites across the
state with high visibility and a
large viewing percentage.
A 12-city media tour by the White
Lite team was approved as well as
the production of video of the team.
The video could then be used
separately or accompany a single
member of the team, according to
Cathy Farmer of the Kelly
Lancaster County Offices: King Street • East Towne Mall * Ephrata
Fruitville Pike • Lititz • Millersville • Mount Joy • New Holland • Park City • Ouorryville
Michener Inc. advertising agency,
Lancaster.
A recipe contest tenatively
slated for a late-March kick-off
was approved by board members.
Farmer noted that Caloric ap
pliances expressed an interest in
cosponsoring the contest. In an
attempt to stretch promotion
dollars, the board instructed the
Lancaster agency to explore
Caloric’s offer.
A representative from the
Michener agency has finalized
plans for a milk promotion with
Campbell Soup. The soup company
plans to test the promotion in May
or June. If the program is suc
cessful, the soup company has
suggested it will make the
promotion an annual event.
Board members approved a
package by John Foley, sports
manager for KDKA radio in Pitt
sburgh, to sponsor the Pittsburgh
Pirates baseball games in 1987.
Last year the board members
had a dairy booth installed in
Three Rivers Stadium to sell
milkshakes. Foley proposed ad-
537%j 5.5%
ding six locations to sell dairy
products with signs directing the
spectators to the booths. Over
12,000 gallons of milkshakes were
sold at the one location last year.
Board member Elder Vogel,
Rochester, said the stands were
“setting an example of how milk
can be sold and sold profitably in a
stadium.”
The package also includes last
year’s seventh inning milk break.
Foley noted the milk promotion
group is the only sponsor with an
inning. The KDKA group will work
with PDPP to hold a milk
promotion in downtown Pittsburgh
as well as Dairy Night at a Pirates
game in June.
Since the KDKA broadcast area
extends outside of Pennsylvania
and in Federal Order 36, board
members recommended
cosponsorship of the Pirates game
be discussed with the promotion
group in Order 36.
Board members decided to
support the Bradford County
Endless Mountain Triathlon if a
joint sponsorship can be worked
Deposits iFSf ir
federally insured
uptosloo 000 ■ **■'
Lancaster Farming, Saturday, January 31,1587-A25
out with the American Dairy
Association in Syracuse, N. Y.
A milkshake program for school
districts was outlined by Jeff Snow
of the Michener agency.
Milkshakes can increase mUk
consumption in schools by making
milk more inviting, Snow ex
plained. Playing off the Make It
Milk slogan initiated by PDPP,
Snow entitled the promotion,
“Make it Shake.”
He proposed developing a
brochure which explains the
nutritional benefits of milkshakes
and the income possibilities of a
milkshake machine to a school
district.
Harteis explained that the Allied
Milk Producer, a promotion group
in the center of the state, have
placed three milkshake machines
in Somerset and Cambria County.
The machines have been in place
for two years. He is expecting
positive consumption results later
this year.
The board members voted to
table a decision on the program
pending an exploration of the
possibilities of making it work.
Included in this decision
examining the feasiblity of hiring
an individual to monitor and sell
the program.
Approval was given for the
PDPP to purchase and offer litter
bags, key chains, change purses
and bumper stickers free to the
local promotion groups. Cindy
Weimer, promotions coordinator,
also received the green light to
purchase for resale the following
promotional items: belt buckles,
license plate frames and porcelain
mugs.
The board members voted to
continue to offer placements to the
local promotion groups.
Board member, Ernest Miller of
Hamburg has been appointed to
replace Keith Eckel on the
National Dairy Promotion and
Research Board.
HARRISBURG - Commercial
red meat production, dressed
weight basis, in the state during
December 1966 totaled 88.8 million
pounds, up 6 percent from the
previous year according to the
Pennsylvania Agricultural
Statistics Service.
Beef slaughter at 116.9 million
pounds liveweight was up 7 percent
from a year ago. Total head
slaughtered was 99,300, up 8
percent; liveweight averaged 1,177
pounds for a decrease of 15 pounds,
pounds. Veal slaughter was 4.2
million pounds liveweight, down 14
percent. Calf slaughter of 25,200
head was down 12 percent; the
average lightweight decreased
four pounds to 165 pounds.
Hog slaughter at 33.9 million
pounds liveweight was up 2 percent
from a year ago. Total head
slaughtered was 144,800, up 2
percent, with the average
liveweight unchanged at 234
pounds. Lamb and mutton
slaughter was 1.2 million pounds
liveweight, up 7 percent; the
number slaughtered at 10,800 was
up 5 percent and the average
liveweight increased two pounds to
109 pounds.
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