It Pays To Ad
vertise-Witness
Canned Salmon
Cooperation of other advertis
ers has stepped up effectiveness
of canned salmon advertising
during the last year and a half,
A. W, Wittig, of International
Packing Company, and member
of the industry advertising com
mittee, declared recently in dis
cussing activities of the industry
advertising committee in promot
ing use of Alaska's canned sal
mon by U. S. housewives.
“We have reached thousands
more housewives with canned
salmon advertising by arranging
with producers of other food it
ems to include their products in
our salmon recipes or in our
‘balanced meal menus’ which we
feature in our advertising, in re
turn for which they give prom
inence to canned salmon in their
advertising and selling”, Wittig
said.
“America’s leading cheese man
ufacturer has featured canned sal
mon dishes with cheese sauces
several times. In return for this
Canned Salmon Industry adver
tisements have mentioned cheese
an ingredient for delicious sal
mon dishes. By this simple coop
eration, recipes and magazine il
lustrations showing the use of
canned salmon in attractive meals
have been placed before several
hundred thousand more house
waves than those reached by our
own advertising.
“The California lemon grow
ers, the lettuce growers of Ariz
ona and California, flour millers,
evaporated milk producers, a lar
ge baking powder concern, the
country’s largest distributor of
mayonnaise, and many other man
ufacturers have pushed canned
salmon sales through their nation
al advertising and through field
work by their selling organiza
tions. We have in return given
them recipe publicity in Can
ned Salmon Industry advertise
ments. This cooperation has cost
the salmon packers nothing and
has added a gjeat deal to the ef
fectiveness of our efforts to in
crease the use of canned salmon.”
Another phase of the coopera
tion which the industry is carry
ing on with other advertisers,
according to Wittig, relates to
the exchange of marketing in
formation and experience with
other national advertisers who
are also carrying on commodity
campaigns as distinguished from
advertising of brands.
“By discussing such problems
as the placing of store display
material and the distribution of
recipes to housewives with other
groups which have similar pro
blems, we have been able to im
prove our efficiency along these
lines, and create a more friendly
feeling toward canned salmon
among other groups. A recent
letter from the advertising dir
ectors of Norwegian sardines com
mended the salmon industry for
its campaign, and said that the
sardine people felt it was also
helping them because while our
advertising is primarily influenc
ing housewives to serve canned
salmon more frequently, it is al
so greatly stimulating public in
terest in sea foods generally.
“We feel that by our coopera
tive attitude in our national ad
vertising of canned salmon we
have not only been helping oth
ers; we have also been receiving
a great deal of help in return.
In many cases this help has been
of a sort which we could not
buy, but which has been freely
given us because we have ‘play
ed ball’ with the other fellow”,
Wittig concluded.
. i •*-,_* -
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